Applied semiotics
Connotation is the layer of meaning a sign carries beyond its literal function: the values and the idea of the world that attach themselves to a name or a product.
In Enrico Giubertoni's articles the word names the leaning that someone or something carries around. In November 2007 the blog Ecoweb becomes Buzzes.eu, because its author's European connotation pushes him towards the .eu domains (the European suffix of web addresses) that had just been created. At SANA 2016, the Salone Internazionale del Biologico e del Naturale, the organic and natural products fair held in Bologna, his talk deals with the echo on social networks generated by natural-connotation cosmetics, where the word qualifies a product category. Much of the work on a campaign happens on this plane, and it often happens while people believe they are working on product features.
An example
A herbal shop puts two creams in the window with the same formula: one in a glass jar with a recycled paper label, the other in a white plastic tube. The literal level is identical, the connotation is not, and the price the customer accepts follows the connotation.
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