Change of meaning is a natural phase of linguistic development. A distinction should be made between change of denotative meaning and connotative one. the latter is more liable to shift especially at the level of personal variations. The present paper examines connotative shifts and the reasons behind them. In general, the connotative power of a linguistic unit may shift from positive to negative, negative to positive, connotative to neutral or neutral to connotative. Though connotative shifts are unpredictable, they mostly proceed along familiar paths . In general, such shifts may be attributed to personal state of mind, textual associations, and social factors or translation aspects. A word, in fact, is not a crystal, transparent and unchanging; it is the skin of a living thought and may vary greatly in colour and content according to the circumstances and time in which it is used