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2. Translation should defend the content of message of SL text and TL text
3. A translator tries to find an equivalent of SL text to TL text. Every source has different idea of translation. The writer concludes
translation is the replacing of two languages, from source language into target language. Translation is an act of communication; not only rendering a text of
source language into a text of target language, but also a media to send a message or information to the other, especially for someone who doesn‟t master the source
language. Besides that, in advertisement, besides translation as an act of communication, translation is also an art. It is purposed to get the respond from
the consumers. So, in this case a translation text must be as communicative as possible. As the result, everyone feels interesting to the product because it is to
realize the consumers‟ mind to know something new, to understand something happen, and also to affect them to trust the given information. Finally, they can
buy the product and influence the other people to buy the product.
B. The Translation Method
The translation method is how to do translation and to plan in translating process. There are many kinds of translation methods that are known in the world.
Each of them has different technique, different result, and it is used in appropriate field depend on the necessary. According to Newmark, there are 8 kinds of
translation methods. Each of them has different meaning. Here, the more detailed explanation:
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1. Word-for-word translation This translation is used as a pre-translation process, especially to construe
a difficult text. This is often demonstrated as interlinear translation, with the TL immediately below the SL words. This translation is considered as the closest
translation with SL because in this translation, words in SL text are translated according to the basic meaning out of context. This translation is used to
understand the difficult SL text as a pre-translation process.
10
2. Literal Translation In literal translation, the SL grammatical constructions are converted to
their nearest TL equivalents but the lexical words are again translated singly, out of context. This translation is also a pre-translation process which indicates
to solve the problem in translation process. 3. Faithful Translation
A faithful translation attempts to reproduce the precise contextual meaning of the original within the constraints of the TL grammatical structures. It
transfers the cultural words and preserves the degree of grammatical and lexical abnormality deviation from SL norms in the translation. This translation
attempts to be completely faithful to the intentions and the text realization of the SL writer. This translation is used in translation transfer process.
4. Semantic Translation Semantic translation differs from faithful translation. This translation
must take more account the aesthetic value that is the beautiful and natural sound
10
Frans Sayogie, Teori dan Praktek Penerjemahan, Tangerang: Pustaka Anak Negeri: 2009, p. 91
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of the SL text, compromising on meaning where appropriate. Besides that, this translation may translate the cultural words by culturally neutral or functional
terms. This translation is more flexible than faithful translation. It may translate the SL text based on intuitive empathy.
5. Adaptations This translation is the freest form of translation. It is also the nearest
translation to the original or the SL text. This translation is used in plays and poetry; the themes, characters, plots are usually preserved. Further, the SL culture
converted to the TL culture and the text rewritten. In erudition, his logic is given priority, but the examples are not existing.
6. Free Translation Free translation reproduces the content without the form of original. It is
usually a paraphrase that longer or shorter than the original. It is also a paraphrase in the same language, so that it is called as an intralingua translation. Actually, it
is not translation at all because it occurs in one language. 7. Idiomatic Translation
This translation reproduces the message of the original but tends to distort nuances of meaning by preferring idioms and colloquialisms where these do not
exist in the original, but exist in target language. 8. Communicative Translation
This translation tries to render the exact contextual meaning of the original. Therefore, both of the content and language are readily acceptable and
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comprehensible to the readership. This translation is considered as an ideal translation.
11
Newmark divided the eight methods above into two kinds or orientations translation methods. Firstly, that is translation methods which are emphasized to
the SL text. Secondly, translation methods which are emphasized to the TL text. According to Newmark, the methods above can be described as a V
diagram below:
SL emphasis TL emphasis
Word-for-word translation Adaptation
Literal translation Free translation
Faithful translation Idiomatic translation
Semantic translation Communicative translation
12
If we refer to the methods of translations above, not all methods are suitable to promote a product, because in promoting a product, the translator
should have a creative and imaginative thinking to result the communicative idea and interesting communication. So that, it can influences and drives the
consumers to buy the product. Therefore, the most suitable method in promoting a product is communicative translation, because it is the nearest method to target
language. As we know, when we want to promote a product, we must the consumers‟ language.
11
Ibid, p. 48
12
Newmark 1988,op. cit. p. 45
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In promoting process of the product, translation does not depend on the structure, vocabulary, and authentic word. In this translation, a translator does not
concern to tra nsfer the message well, so that, the readers can get and trust the information in the text. Hence, the meaning can achieve the true purpose to
attract the consumers or the readers to know the product; to know whether good or not the new product. The consumers only concern to their native language,
Indonesian. So, they never care the other language on the label or strip except Indonesian, although English is as its source language.
The translator is succeed if She He can reproduce the target language which communicates the same messages as the source language but uses the
natural grammatical and lexical choices of the receptor language. In this case, the translator must use the communicative translation in translating the text. Catford
also divided the types of translation, they are: full translation, partial translation, total translation, and restricted translation. In a full translation, the entire text is
submitted to the translation process: that is, every part
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of SL text is replaced by TL text material. There is no word omitted. For example:
Moisten a cotton ball or washcloth and apply to your baby’s skin to clean and moisturize tuangkan pada kapas atau waslap dan usapkan pada kulit
bayi anda untuk membersihkan dan melembutkan. Partial translation is some parts of the SL text are left untranslated: they are simply transferred to and
incorporated in the TL text. In this translation, there is word that omitted. Total
13
Catford 1965, op. cit. p. 21-22
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translation is replacement of SL grammar and lexis by equivalent TL grammar and lexis with consequential replacement of SL phonology by non-equivalent
TL phonology. The last is restricted translation; it is replacement of SL textual material by equivalent TL textual material, at only one level.
In previous explanation, we have talked about the kind of translations and in this discussion, we will learn about the differences between semantic
translation and communicative translation according to Newmark. Furthermore, the deffernces between semantic and communicative translation can be seen in
appendixes. Newmark says “semantic translation differs from „faithful translation‟
only in as far as it must take more account of the aesthetic value of the SL text, compromising on „meaning‟.”
14
It is used in expressive text. Different from semantic translation, communicative translation is used in informative and
vocative text. It considers the communication principles such as consumer, message, and purpose. Newmark says “attempts to render the exact contextual
meaning of the original in such a way that both content and language are readily acceptable
and comprehensible to the readership”.
15
According to explanation above, the language in advertising uses communicative translation, because language in advertisement that used in label
of baby product is dedicated for consumers and socials. Hence, it must be accessible to reader, easy reading, simpler, and emphasizing to the message.
14
Newmark 1988, loc.cit.
15
Ibid, p.47
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C. The Process of Translation
