Language is a blunt instrument. While we use words in order to designate objects in the real world, they are abstract, vague and imprecise, and often evoke emotions, both positive or negative. Words change meaning depending on the context. The choice of which words to use amongst available options, can be used as a device to persuade others for or against a particular point of view. Two words can denote the same thing but have very different connotations.
Denotations are the literal meanings of words. Connotations are the meanings or emotions that they elicit. For example, consider the words: war, intervention, conflict, assault, crusade, campaign, mission and operation. Each denotes a military action, but each also carries connotations which elicit different emotional reactions.
Always keep in mind when words are used with connotations that could influence your views. Try as an exercise, to substitute connotations used with denotations to see if you see the argument differently. Does it have more weight behind it or was it a vacuous argument in the first place?
"When words lose their meaning, people lose their freedom."Confucius