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The Translation Strategies Employed by the
Translator in Translating Marketing Terms into
Indonesian
Latifa Noviana (10607063)
Abstract—ABSTRACT Latifa Noviana, The Translation
Strategies Employed by the Translator in Translating Marketing Terms into Indonesian: Faculty of Letter : English
Department. Gunadarma University. Skripsi. Advisor (1)
Prof. Yuhara Sukra, M.Sc; (2) Drs. Ichwan Suyudi, MM.
Key Words : Translation, Term The reason why this research made is to find how English term, particularly Marketing term translated into Indonesian. The data taken
from the marketing book and its translation also some
other data like dictionaries. The aims of this study are
: (1)To identify the equivalent of Marketing terms in Indonesian.(2)To Describe the Translation strategies used by
the translator of Marketing terms and(3)To find out the
most common strategy used by the Translator to translate Marketing terms. This research using qualitative research method which produce descriptive data in the form
of word or word of mouth of people and behaviors that
can be observed. The result of the result are the translator employed direct translation, the combination of direct
translation and naturalization, naturalization and descriptive translation strategy. The most common strategy is direct translation (48.2
I. Chapter 1
CHAPTER I INTRODUCTION 1.1 Background of the
Problem Language is an important thing in society. People
communicated through language all over the world. Language could also be the facility to develop culture and to
share knowledge also the newest technology. One of the
ways to bring it into reality is by reading books, articles,
magazines, or literary works created by the foreigners that
describe or discuss about those aspects. The act of translator is very significant here in transforming the meaning
of source language (SL) into the right meaning of receptor
language (RL) in order to result the correct equivalent or
meaning which could be understood by all readers. As Eugene A. Nida and Charles Taber (1989 : 11) stated Translating consist in reproducing in the receptor language the
closest equivalent of the source language massage, first in
terms of meaning and secondly in terms of style. Therefore
translation is not about deliver words or sentences but is
about deliver meaning. Indonesia has colonized by some
countries before has its independence. One of those was
England which influence our country in some aspects including in a form of language. English has big influence in
the forming and development of Indonesian vocabularies.
Many words in Indonesia were loan form English such as
tren, oposisi, krim and many more. 1
Day by day there are more and more vocabularies that
are loan from English. Some are entirely loan, and some
are naturalized to the spelling and pronunciation of Indonesian. Sayoga (2001 : vii) in his book Pengaruh Bahasa Inggris pada Pembentukan Kosa-Kata Baru Bahasa
Indonesia mentioned that word that can be categorized
by loanwords or borrowed words are : 1. The words and
terms that have become the official part of Indonesian 2.
The words or terms.......
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II. Chapter 2
CHAPTER II REVIEW OF LITERATURE 2.1 Definition of Translation Larson (1984 : 3) stated that translation consist of transferring the meaning of source language
into the Receptor language. This is done by going from
the form of the first language to the form of second language by way semantic structure. It is meaning which is
being transferred and must be held constant. Translation,
then, consist of studying the lexicon, grammatical, structure, communication, situation, and cultural context of the
source language text, analyzing it in order to determine
its meaning, and then reconstructing this same meaning
using the lexicon and grammatical structure which are appropriate in the receptor language and its cultural context.
According to Newmark (1984 : 7) translation is a craft consisting in the attempt a written massage and/or statement
in one language by the same massage and/or statement
in another language. While McGuire defined translation is
the turning of SL into the TL in which the surface meaning
of the two languages have to be similar and that structures
of the SL have also have to be maintained. Catford (1969 :
20), translation may be defined as the replacement of textual material in one language (SL) by equivalent textual
material in one language (TL). He also stated that translation is an operation performed on languages for a text in
another. 7
So the writer conclude that translation is the process
of transferring the meaning of source language (SL) to
the target language(TL) by replacing the textual material
with the appropriate equivalent in the target language. 2.2
Kinds of Translation Larson (1984: 17) stated that there
are two main kinds of Translation : 1. Literal Translation Literal translation is a form-based translation which
attempt to follow the form of the source language. It is
also known as.......
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III. Chapter 3
CHAPTER III RESEARCH METHOD 3.1 Research
Design Qualitative researchers seek answers to their questions in the real word. They gather what they hear,see
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and read from people and places and from event and activities. They do research in natural setting rather than
in laboratories or through written surveys. Their purpose
is to learn about some aspect of the social world and to
generate new understandings. Rossman Rallis, (2003 : 68) see that qualitative research is a broad approach to the
study of social phenomena; the approach is naturalistic
and interpretive, and it draws on multiple methods of inquiry. That is, qualitative research is conducted in natural
setting rather than controlled ones; it assumes that human
use what they see and hear and feel to make meaning of social phenomena and it relies on a variety of data-gathering
techniques. The common characteristics of qualitative research: 1. In qualitative research the data collected in the
original or natural conditions (natural setting). 2. Researchers as a research tool, means that the researcher as
the primary tools of collecting data by method of data collection based on observations and interviews. 25
3. In a qualitative study a researcher tries to use data
collection descriptively then write the report. Data obtained from this research are in the form of words, pictures, and not a number. 4. Qualitative research is more
concerned with process than results, meaning in the data
collection is often about the results and effects of various
variables that affect each other. 5. Research the meaning
of the background of attitude or act. Thus, what lies behind human behavior is essential for qualitative research.
Prioritize the data directly, or ”first hand”. Qualitative
research demands as much as possible to researchers to
conduct their own research activities in the field. 6. In.......
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IV. Chapter 4
CHAPTER IV RESULT OF STUDY AND DISCUSSION 4.1 Introduction In this chapter the writer presented
the result of her research and also the discussion. The
data will describe in a pie chart which shows the comparison of the quantity of the strategy which employed by the
translator then followed by the discussion of some terms
of the categories of translating term strategy. The writer
focused her research in analyzing English term, that is marketing terms into Indonesian. The result of this research
is there are 508 marketing terms in English and Indonesian found by the writer and the strategy which used to
translate the marketing terms are : direct translation, the
combination of direct translation and naturalization, naturalization and descriptive translation The terms consist of
230 terms which translate by using direct translation strategy, 205 terms translate by using the combination of direct
translation and naturalization, 60 terms translate by using
naturalization and 13 terms translate by using description
strategy. The proportion of those strategies could be seen
in the following table and pie chart. The Table of Strategy of Translation No. 1. 2. 3. 4. Translation Strategy
Quantity
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V. Chapter 5
CHAPTER V CONCLUSION AND SUGGESTION 5.1
Conclusion After analyzing the data that has been discussed in chapter four, the writer conclude that there
are four translation strategies employed by the translators
in translating Marketing terms into Indonesian which are
direct translation, combination of direct translation and
naturalization, naturalization, and descriptive translation.
Direct translation strategy is employed when the source
language terms have their right equivalence in the target
language terms, while the combination of direct translation
and naturalization is used because the term cannot translate only by direct translation or naturalization only, but
need the combination of them both. While naturalization
strategy employed where the appropriate equivalences of
the terms are not available in target language so the term
need to be adjusted. And the last strategy is descriptive
translation. In employing this strategy the translators give
some explanations to the terms to get the correct meaning
of the terms and avoid confusion when the terms are read
by the reader. Furthermore, most of the Marketing terms
are rendered into Indonesian by using direct translation.
The second most frequent strategy is combination of direct translation and naturalization. then naturalization in
the third most common strategy. And the least frequent
strategy is descriptive translation. 47
5.2 Suggestion Since the research focused on the translation of English terms into Indonesian, the writer suggest
that if someone interest to take term as his or her research,
to take another kind of term that is close to our daily life
and has not been analyze before like banking terms, medical terms, or psychological term. 48
.......
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