The emotional implications and associations that a word may carry, in contrast to its denotative meanings.
Example:
Happy: So why do they call him "The Joker"?
Dopey: I heard he wears make-up.
Happy: Make-up?
Dopey: Yeah, to scare people. You know, war paint.
(William Smillie and Michael Stoyanov in The Dark Knight, 2008)
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