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CHAPTER II REVIEW OF RELATED LITERATURE
In this part, the theories from experts are needed by the researcher to integrate them into the study. This chapter is an attempt to synthesize one theory
to the others in order to obtain a theoretical framework to conduct the study. It is the base of the study. It is divided into two sections, which are theoretical
description and theoretical framework. The theoretical description includes the theories that are much related to the study. It includes the theory of translation,
theory of advertisement language, theory of subtitling, theory of translation equivalence, theory of translation acceptability, and theory of translation quality
assessment. In the theoretical framework, the researcher summarizes and synthesizes all major relevant theories to solve the research problem.
A. Theoretical Description
In this section, the researcher reviews some theories which are much related to the study. The theories are about the translation, the advertisement
language, the subtitling, the equivalent and acceptable translation, and the translation quality assessment.
1. Translation
Some experts define translation differently. According to Catford 1965 in the book entitled A Linguistic Theory of Translation, translation is the process
of substituting a text in one language for a text in another. Therefore, this theory PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
explains that the translation is the process of transforming the language in the text, or in written form.
Similar to Catford’s theory 1965, Newmark 1981 has his own theory about translation. In his book entitled Approaches to Translation, he states that
translation is an action which replaces a written message in one language by the same message in another language. Hence, translation according to Newmark
1981 is the activity of written language replacement. On the other hand, Brislin 1976 says that translation is the general term
referring to the transfer of thoughts and ideas from one language to another, whether the language is in written or oral form. This theory is so different to the
first two theories that define translation as the transformation of language only in written form. According to Brislin, the transformation of a language occurs not
only in the written but also in the oral form. In addition, Larson 1984 explains more about translation. Based on his
book entitled Meaning-Based Translation, basically, translation is a transfer of meaning from one to another form. He states that the form of source language is
replaced by the form of receptor target language. One language has its own form of language, and it can be reformed to another language. The reformation is done
by going from the form of the first language to the form of the second language. Here, the meaning which is transferred must be held constantly. He also states that
meaning must have priority over form in translation. Therefore, it is meaning which is to be carried over from the source language to the target language, not
the linguistic forms. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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