Question

Stephanie is preparing a presentation on new marketing ideas for a timeshare company that has properties near a coral reef. As she's editing her presentation, she reads the slogan idea, "Experience a childish sense of wonder!" Stephanie changes the word "childish" to "childlike" because the words are quite opposite in ________?

1) Meaning
2) Connotation
3) Denotation
4) Synonym

Answer 1

Stephanie changes 'childish' to 'childlike' because they differ in connotation, with 'childish' carrying a negative implication and 'childlike' a positive one. Connotation involves the emotional and cultural associations of a word beyond its direct meaning, which is crucial for effective communication in marketing.

Step-by-step explanation:

Stephanie changes the word 'childish' to 'childlike' because the words are quite opposite in connotation. The term 'connotation' refers to the associated or secondary meaning of a word in addition to its explicit or primary meaning, which is known as its denotation. In context, 'childish' carries a negative connotation, suggesting immaturity and lack of seriousness, which might not be appealing in a professional marketing slogan. On the other hand, 'childlike' evokes a positive connotation of innocence, wonder, and curiosity, aligning well with the intention of highlighting the marvels of a coral reef experience in a timeshare company's advertisement.

Words have both denotative and connotative meanings. The denotative meaning is the literal meaning found in the dictionary, while the connotative meaning involves emotional overtones, cultural implications, or associations that words evoke. For instance, while 'brainwashing' and 'teaching' may share a denotative element related to imparting knowledge or influencing thinking, their connotations are drastically different—the former negative and the latter more positive or neutral. Similarly, 'diverse' has a neutral denotation of 'varied' but often carries positive connotations in cultural or social contexts.

To effectively communicate the desired message in marketing and literature, it's essential to not just consider the literal meanings of words but also the emotional resonance they carry. Choosing words with the right connotations ensures that the sentiment is conveyed as intended, creating resonance with the target audience. This principle is why Stephanie's choice of 'childlike' over 'childish' is substantial in the context of her marketing presentation.