connotation
connotation (connotación)
the positive, negative or neutral feeling a word carries beyond its dictionary meaning.
Example
He is thrifty sounds like praise, but He is cheap sounds like an insult. (Same meaning, different connotation.)
In Spanish
connotation (connotación) — el sentimiento positivo, negativo o neutral que lleva una palabra, además de su significado de diccionario.
He is thrifty sounds like praise, but He is cheap sounds like an insult. (Thrifty suena a elogio; cheap, a insulto.)