Why
asdf:'qwer'
returns qwer, but 
var a = asdf: 'qwer';
returns SyntaxError: Unexpected token : ?
There is no colon operator in Javascript (except as part of the ternary conditional operator ?:).
In your first snippet, asdf: is a label. In your second one, it's a syntax error, because labels are only valid before statements, not inside expressions.
var a = asdf: 'qwer';is meant to do?