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We use words either denotatively or connotatively; denotatively when a word is used as a mere mark or sign to point out which thing of all possible things we mean to speak of, and connotatively when it is used to point out a supposed characteristic of the thing denoted.
Source: wiktionary
"Risks," in other words, may appear ominous and act as a barrier to thought about the message. In sum, to invoke more conscious thought about a verbal message, message designers should select more denotatively specific language.
Source: wiktionary