Conjure Up Meaning

(idiomatic)   To generate (an image or an idea) in one's mind.

Example: 2012 March-April, Jan Sapp, “Race Finished”[1], American Scientist, volume 100, number 2, page 164:
  Few concepts are as emotionally charged as that of race. The word conjures up a mixture of associations—culture, ethnicity, genetics, subjugation, exclusion and persecution. But is the tragic history of efforts to define groups of people by race really a matter of the misuse of science, the abuse of a valid biological concept?