The article deals with the problem of connotation in the linguistics. Connotation is considered as a
component of the meaning, meaning of a language unit that acts as a secondary function of the name for it,
complementing its objective meaning in speech with an associative-imaginative representation of the designated reality
based on awareness of the internal form of the name, i.e., signs correlated with the literal meaning of the word, which
motivated the reinterpretation of this expression /34/. Thus, the connotative component reflects reality, contains a
reflection of the relationship, the subject's assessment of the phenomena of reality.