Connotation: the figurative or implied meaning of words.
E.g., When a policeman cries out, as you drive by, "Pull over!," his denotative meaning is commanding you to slow your car and exit the highway to the shoulder nearest him, immediately. Because his command was issued without a civil greeting or other preface, his abruptness may create a connotation that implies that, if you do not obey, he will become angry. The command may even connote that he may shoot you if his "body language" suggests he is reaching for his pistol. If you were an male white American in the 1960s or 1970s, and if he had cried out, "Pull over, long-hair!," he might have been economically communicating all of the former connotations while using a politically charged form of figurative speech to name you by synecdoche.