Denotative and Coonnotative Meaning

The denotative meaning of a word is its actual meaning, with no spin on it intended to persuade. The same word's connotative meaning is what the word suggests after such a spin has been applied.

For example, the actual meaning of the word “propaganda” is “plan for the propagation of a doctrine or of a system of principles.” There's no implication here that such a doctrine or system is either good or bad. But primarily because of its use by the Nazis, “propaganda” is now given its connotative meaning by many people, rather than the denotative. So it now suggests lies, exploitation, concealment of truth, and other pejorative characteristics or purposes.

Now if you're not aware of this, you can be grossly mislead by a word.

One of the leading ladies in that category today is the word “proof.” Its denotative meaning is “evidence that compels acceptance by the mind.” Please note that in this definition, there's still room for doubt in whatever it is that the evidence is supposed to support.

But that's not the way people generally react to the word. To such people, “proof” means certainty, no room for disagreement, case closed. And so when someone tells them that something has been proved, they tend to accept the statement uncritically and proceed to shut down their thinking mechanism. From that point on, it's a piece of cake to manipulate them.

So if you want to avoid being taken in by others offering you “proof” of something, here's what I suggest. Every time you hear the word “proof," silently ask yourself if you've been persuaded of the actual validity of what's been “proved.”

Because if you haven't, and you uncritically accept what's been said as gospel, then, in effect, nothing's been proved. You've just been conned.

taken from here