The study aimed to describe the form and connotative meaning of euphemism in
the August 2016 edition of Femina magazine. This is a qualitative descriptive study.
The data in this study are in the form of words and phrases that contain connotative
meanings and forms of euphemisms in the Sex Gynecology rubric in femina
magazine. The data found were 62 data, while the data source was the August 2016
edition of Femina magazine. This study used three stages, namely: providing data,
analyzing data and presenting data analyzed results. In the data presentation stage,
the writer used the observation nonparticipatory method or SBLC techniques. The
basic technique was that the researcher read the rubric and then underlined words or
phrases that contain euphemisms, then sorted out the data. Then it was continued by
further techniques of analyzing the sorted data based on the attached table. The
results of the study are as follows: First, the results of the research are in the form of
euphemisms, abbreviation use with its types of abbreviations, namely: initials of 5
data, acronym of 1 data, standardized form of 62 data. There are 11 data in the use of
language uptake, and 10 data in the use of foreign terms. The two types of taboo and
connotative meaning are 9 types of inappropriate connotations, 12 unpleasant
connotations, 12 data, and 5 harsh connotations. There are 2 types of taboo of
euphemism namely 16 taboo of propierty and 16 taboo of delicacy. From these data, it
can be seen that the form of the most dominant use of euphemisms is the use of
abbreviations namely the form of standardized euphemisms which is 100% and the
type of taboo and connotative meaning is on the taboo of propierty which is 26%.