Here's why:
* Connotation: The emotional associations or secondary meanings that a word carries beyond its literal definition.
* Loaded Language: Language that is carefully chosen to evoke a particular emotional response in the audience, often by using words with strong connotations.
For example:
* Positive Connotation: "Thrifty" (implies careful spending) vs. "Cheap" (implies stinginess)
* Negative Connotation: "Stubborn" (implies unwillingness to change) vs. "Determined" (implies strong resolve)
By using loaded language, speakers and writers can subtly influence their audience's perception of a topic or person.