connotations
kɒnəˈteɪʃ(ə)n
noun
an idea or feeling which a word invokes for a person in addition to its literal or primary meaning.
the word ‘discipline’ has unhappy connotations of punishment and repression
overtone,undertone,undercurrent,implication,hidden meaning,secondary meaning,nuance,flavour,feeling,aura,atmosphere,colouring,smack,hint,vein,echo,vibrations,association,intimation,suggestion,suspicion,insinuation,undermeaning,subcurrent