Denotation and Connotation

"The denoted is the portrayed and the connoted is the portrayal technique"

The above stated quote is the most effortless and legitimate definition of the given terms. The concept of denotation is pretty straight forward and as such is not worthy of sleepless nights. The concept of connotation however deserves a secondary level of attention.

Look at it this way. Supposing denotation is a typeface, say...times new roman; Connotation is the style in which the typeface is written. So connotation in this instance could be bold, italics, strikethrough, or underlined.
When applied properly, connotation becomes a very powerful tool and pointer both in advertising and semiotic analysis. For instance, Strong typefaces written in red connote a sense of danger, while curly typefaces in italics connote academic scholarship of some sort.