Concerning the possibilities of the connotative meaning of a lexeme

The language is socio-natural process that expresses the life, culture and tradition of people speaking in this language. The present article discusses the possibilities of connotative meaning of a lexeme in language.The purpose of the use of lexical connotation as the main means of influence is to draw the attention of the author or speaker to the listener, to focus on the next meaning, and in the pragmatic plan to show the possibilities of semantics, the specificity of the speech situation and background also corresponds to the level of knowledge.