| connotation /ˌkɒnəˈteɪʃn/ | a feeling or idea a word suggests beyond its basic meaning | "Home" has warm connotations that "house" lacks. |
| euphemism /ˈjuːfəmɪzəm/ | a mild word used instead of an unpleasant one | "Passed away" is a euphemism for "died". |
| derogatory /dɪˈrɒɡətri/ | showing a low opinion; insulting | The article used a derogatory term for tourists. |
| understatement /ˈʌndəsteɪtmənt/ | saying something is less than it really is | Calling −20°C "a bit chilly" is an understatement. |
| loaded language /ˌləʊdɪd ˈlæŋɡwɪdʒ/ | words chosen to create a strong emotional reaction | The advert relies on loaded language like "invasion" and "crisis". |
| neutral /ˈnjuːtrəl/ | showing no positive or negative feeling | "Slim" sounds positive, "skinny" negative, and "thin" fairly neutral. |
| colloquial /kəˈləʊkwiəl/ | used in informal conversation, not formal writing | "Gonna" is colloquial — avoid it in an essay. |
| jargon /ˈdʒɑːɡən/ | special words used by a particular group, hard for others to understand | The manual was full of technical jargon nobody could follow. |
| pejorative /pɪˈdʒɒrətɪv/ | (of a word) expressing disapproval | "Nerd" was once purely pejorative, but now it is often affectionate. |
| tongue-in-cheek /ˌtʌŋ ɪn ˈtʃiːk/ | not meant seriously; ironic | His "five-star" review of the awful hotel was clearly tongue-in-cheek. |