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creamy cereal to feed from a
clean spoon……
dengan sendok jangan
dimasukkan dalam botol
susu…..
57 …..mixed
with his usual milk or water
in a bowl. ……larutkan
dengan susu atau air matang
hangat hingga menjadi bubur
yang halus.
58 Formula
Formula
Borrowing BB Kids Splash
Cologne
59 Strawberry
Strawberry Zwitsal Kids Beauty
Hair and Body Cologne 60
Inulin Inulin
Farley‟s Biscuit 61
Anemia Anemia
b. Data Analysis
1. The Translation Method
Based on the research, the method in advertising translation is communicative translation. The purpose of this method is to make the readers or
consumers understand and interest to get the product. Then they desire to buy the products. The important thing is how to make the consumers interest to the
product. To get the goal, the advertisement should be interesting and understandable easier. For example, the sentence Use under adult supervision is
translated into ajari anak anda untuk menggunakannya dengan benar. Whereas, if the sentence is translated literally becomes gunakan dibawah pengawasan
orang dewasa. Actually the translation is fine, but it is not communicative. The
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target text is too general for the readers. Whereas, we know that the consumers of this product is a parent. So that, in this case, the translation should be full of
learning, especially for a parent. The parent should know how to do about the product to their children. Therefore, in promotion language, the translator should
use the communicative translation to get more attention from the consumers. Besides communicative translation, in advertising translation, the
translator can use free translation method. In this method, the translator is free to translate the source text into target language, as long as the target text still be
understood by the readers. In addition, they can get what are the messages from the text language.
2. The Translation Procedure
Based on the tabulated corpus data on the table above, the writer attempts to classify and analyze the data by categorizing into the types of translation
procedures, such as: transposition or shift, modulation, are absolute modulation and free modulation, adaptation, omission, and borrowing.
1. Transposition or Shift
Transposition is the changing of grammatical pattern from source language into target language. In the context of translating English into
Indonesian, this change occurs as the result of dissimilarities of the system and structure of English and Indonesian to convey the same meaning. The application
of transposition is aimed to avoid literal translation which is only result in an
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unnatural translation. Based on the corpuses data above, the writer finds 13 words that include the translation procedure of transposition.
Based on data above, there is translation case which typifies a structural change from adjective + noun into noun + which + adjective, plural noun in
English into singular noun in Indonesian, and the change of adjective in English becomes verb in Indonesia. Here, there is transposition case in the words:
1. In number 1, the phrase Mild shampoo and conditioner has structure adjective + noun. It is translated into Indonesia shampoo conditioner yang lembut.
The structure after translating becomes noun + adjective . According to the data, the word Mild shampoo and conditioner is the transposition, whereby,
the translator wants to make the equivalence meaning between source language and target language.
2. In number 2, the structure of the word mild formula is adjective + noun, but as we see, the translator translated the phrase into Indonesian formula yang
lembut. The word formula yang lembut has structure noun +which+ adjective. This case happens because the translator wants to make the readers
understand what the message is. If the translators render the phrase literally, the readers will be confused. Therefore, the transposition occurs in this
translation. 3. In number 4 there is a transposition case in the word direct sunlight. At first,
the word direct sunlight has structure adjective + noun, but after translation process, the structure changes. We can see that the word direct sunlight is
translated into Indonesian sinar matahari langsung. The word Sinar matahari
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langsung has structure noun + adjective. Based on the meaning after translating, the readers can see that the structure changes from adjective +
noun to noun + adjective. 4. In number 5, the case of transposition is occurred in word light irritation.
Before translating process the word light irritation has structure adjective + noun, but after the word is translated into Indonesian iritasi ringan, the
structure changes into noun + adjective. This is the first transposition in translation procedure, whereby, the translator changes the structure in target
language to make it more readable and understandable. 5. In number 6, there is a transposition case in the phrase long lasting fresh
strawberry fragrance. It phrase has structure adjective + noun before translating process, but after translating the structure changes into noun +
adjective. It can be seen from the meaning. The phrase long lasting fresh strawberry fragrance is translated into Indonesian keharuman buah
strawberry yang tahan lama, which has structure noun + adjective. The transposition occurs because the translator wants to get equivalent meaning
between SL and TL text. 6. In number 9, the phrase delicate skin is translated into Indonesian kulit lembut.
In the source text, the structure of the phrase delicate skin is adjective + noun. After the phrase delicate skin is translated into Indonesian kulit yang lembut,
the structure changes into noun + adjective. This is an example of transposition or shift. The purpose is to get the equivalent meaning, so that,
the readers can get the message in the target text.
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7. In number 10, the phrase calming scent has structure adjective + noun. After translating process, the phrase calming scent has meaning keharuman yang
menenangkan with structure noun + adjective., To get same meaning after translating into Indonesian, the transposition must be occurred to avoid
dissimilarities meaning between SL to TL. 8. In number 11, the phrase good digestive functionI has meaning fungsi
pencernaan yang baik. At first the structure of the phrase is adjective + noun, but after translating process the structure becomes noun + adjective. This is
the transposition case. It occurs to get similarities meaning between SL and TL.
9. In number 12, to translate the phrase cooled boiled water, which has structure adjective + noun, the structure in TL text must be changed into noun +
adjective, so that, the meaning after translating in Indonesian becomes air matang yang hangat. The purpose of the transposition is to get similar
meaning between SL and TL text. 10. Number 3, the word clothes translated into Indonesia baju. If we see, the
word clothes is actually plural, but after translating, it is changed into singular. This is the case of transposition. This change is fine because the readers still
get the message without broke the meaning. If the word clothes is rendered into baju-baju, the text will look awkward.
11. In number 8, there is a case of transposition, by which the phrase gentle ingredients translated into Indonesian bahan yang lembut. As we see, there is
a grammatical change in the word ingredients. The word ingredients is a
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plural, but after a translation process, it form becomes singular bahan. It is not rendered into bahan-bahan because to make the meaning simpler, but still
meaningful. 12. In number 13, the phrase bones and teeth p translated into Indonesian tulang
dan gigi s; these translation case, a change of word category occurs from a plural to singular noun in Indonesian. The word bones and teeth that plural in
English are translated into tulang dan gigi that singular in Indonesia. The purpose of this case is to get the simpler meaning in target language.
13. In number 7 the phrase for softer hair and skin translated into Indonesian membantu melembutkan rambut dan kulit is the third shift because the word
softer that is an adjective is translated into melembutkan. The word melembutkan is verb. In this case, a change of category occurs from adjective
to verb in Indonesian.
2. Modulation b.
