SEMANTIC-ASSOCIATIVE POTENTIAL OF WORDS AND CONNOTATION

Abstract

The article deals with the issues of the semantic-associative potential of the word and connotation. The semanticassociative potential of a word means a set of associative stereotyped features that belong to a certain denotation in the
minds of the speakers of a particular language and are stable in the language. The associative potential of words and
connotation are interrelated. Since, both are implicit. However, the associative potential of a word is wider than its connotation and includes it in its structure. That is, the connotation includes constant, unchanging characteristics of the object, and the associative potential includes both permanent and temporary characteristics, that is, physiological and emotional states and actions. Thus, the connotation of a word is formed on the basis of constant features included in the associative potential of the word. Since the associative background of many common words does not overlap in different
languages and cultures, this often leads to communication failures. Each language has many words with semanticassociative potential. These are mostly words with real meaning, but lexicons with abstract meanings can also have potential meanings, albeit to a lesser extent. The associative potential of words and the connotative meanings arising on
this basis are different in different languages due to the fact that they are assigned different functions.