A Denotative word
denotes or defines an idea.
A Connotative word
is one that, in addition to denoting or defining, suggests and insinuates. It conveys more than it really says; it both informs and enriches.
The word lend
merely denotes; the word sacrifice
The word store
denotes; the word institution
The word supply
denotes; the word serve
connotes. This sentence is denotative
: This store stands ready to lend all its energies to the task of supplying you
. This sentence is connotative
: This institution stands ready to sacrifice all its energies in your service
All writers should prefer using connotative words over denotative ones because they make stronger and more lasting impressions.