The lofty emotional colouring is characteristic of the publicist/oratory style, while the lower emotional colouring is typical of colloquial style. The deliberately unemotional character of speech is typical of the formal ('cold') styles, such as scientific, official or business speech, where the speaker tends to make his speech impersonal and avoid any emotional or evaluating elements.

Apart from the two directly opposed styles – the emotionally coloured and the deliberately unemotional – there may also be intermediate, stylistically neutral speech, which is neither emotionally coloured nor deliberately devoid of emotion. Thus, there may be samples of speech that are neutral both with respect to the relations between the interlocutors and with respect to the speaker's attitude toward what he says.

Stylistic differences of any kind can be expressed by various language means: phonetic, lexical or grammatical. One of the most vivid means is, naturally, the choice of vocabulary. 

With respect to the functional styles, vocabulary can be subdivided into bookish (literary), which is typical of formal styles (scientific, official, business, publicist), and colloquial vocabulary which is typical of the lower style (colloquial). In addition, there is always present in the language a stylistically neutral vocabulary, which can be used in all kinds of style. Cf:

child (neutral) – kid (colloq.) – infant (e.g. infant schools – official, bookish) – offspring (also bookish, used in scientific works);

father (neut.) – daddy (coll.) – male parent/ancestor (formal);

leave/go away (neut.) – be off/get out/get away/get lost (coll., or familiar– colloquial) – retire/withdraw (bookish);

continue (neutr.) – go on, carry on (coll.) – proceed (bookish, formal);

begin/start (neutr.) – get going/get started/Come on! (coll.) – commence (formal);

Stylistically neutral words usually constitute the main member in a group of synonyms, the so-called synonymic dominant (синонимическая доминанта): they can be used in any style, they are not emotionally coloured and have no additional evaluating elements; such are the words child, father, begin, leave/go away, continue in the examples above.

Unlike neutral words (synonymic dominants), which only denote (обозначают) a certain notion and thus have only a denotational meaning (денотативное значение, обозначение некоторого понятия), their stylistic synonyms usually contain some connotations (коннотации), i.e. additional components of meaning which express some emotional colouring or evaluation (оценка) of the object named; these additional components may also be simply signs of a particular functional style of speech. Observe, for example, the following connotations:

an endearing connotation (ласкат.) – e.g. in the words kid, daddy, mummy (as different from the neutral words child, father, mother); derogatory (презрит.-уничижит.) connotation – e.g. in rot, trash, stuff (as different from the neutral 'something worthless or silly'); jocular/humourous – e.g. in comestibles (=food), beak ( = nose), to kick the bucket (= to die); rude or vulgar, e.g. in shut up/shut your trap; ironical or sarcastic – brain-wash (= промывка мозгов), a pretty kettle of fish (= an embarrassing situation), notorious (= пресловутый; his notorious jokes; he is notorious for his bad behaviour – "славится", т.е. "печально известен"); approving evaluation (одобрительная оценка) – e.g. in the word renowned (a renowned poet = прославленный; Edison is renowned for his great inventions); on the other hand, its synonyms like well-known, famous are neutral in this respect (have no connotations).

It should be noted that we do not include into the stylistically coloured vocabulary words that directly express some positive or negative evaluation of an object – хороший, плохой, красивый, некрасивый, прекрасный, уродливый; good, bad, pretty, ugly. Here the evaluation expressed makes up their denotational meaning proper (it represents the notion expressed by the word), but not an additional connotation. Also, it is easy to notice that words like ugly, awful, beautiful, wonderful, superb denote a high degree of quality (negative or positive), but this component of degree (of intensity) is again part of their denotational meaning, not a connotation (which is understood as an additional element accompanying the denotational meaning of a word).

As connotation proper (a special colouring), negative evaluation is present e.g. in the word scary (a scary girl — cf. the Russian страшненькая; both words have an ironic or derogatory colouring) or pretty — when it is used in phrases like a pretty boy/man (humorous, ironical or derogatory connotations; cf. also the Russian красавчик, красотка), or a pretty state (It's a pretty state of affairs when I can't afford the price of a pint of beer any morel). That's a pretty kettle of fish (= ну и дела!); there is ironical connotation in the word cox-comb (literally "петушиный хохолок"), like in the corresponding Russian word щеголь, or in a cock of the walk (зазнайка).