language. To solve the problems, the translators should have knowledge especially about the culture of the source language and target language, because it
will help them to make a good translation. In the translation process, translation procedure becomes an important
thing to complete the translation text. The knowledge about translation procedure is very important for the translators because it is very useful for them to adapt the
changing of grammatical pattern in the target language. There are several kinds of translation procedures. The first is transposition, a translation procedure involving
a change in the grammar from SL to TL.
56
For example: A pair of shorts translated sebuah celana. In this case, there is transposition that a change word
from plural noun into singular noun. Transposition is the only translation procedure concerned with grammatical pattern. Grammatical pattern is the most
important in translation process. So, transposition becomes a main process in translating a text that should be taken by the translators. The second is modulation,
a variation through a change of view point , of perspective and very often of category of though.
57
For example: ‘No smoking’ translated ‘ Dilarang merokok’.
The third is adaptation, use of a recognized equivalent between two situations.
58
For example: ‘ Dear Sir’ translated ‘ Dengan Hormat’. In several cultural
expressions which have different concept between source language and target language, need adaptation in its translation process.
In this research, the writer tries to analyze the translation procedure of baby products translation from English into Indonesian. Although the words,
phrases, or sentences of source language text could render with dictionary, the mistakes usually occur because the vocabulary in English different from Indonesia,
the culture, style, and custom also different.
B. Focus of the Study
56
Peter Newmark. A Text Book of Translation London: Prentice Hall,1988, p.85
57
Ibid, p.88
58
Ibid, p. 91
The focus of this research is about the analysis of translation procedure in the direction label of the baby products, which provides two languages; English
and Indonesian.
C. Research Question
The questions in this research are: 6. How are the translation procedures applied by the translator in translating the
text in the label of Baby Products ? 7. What method used by the translator in translating the text in the label of Baby
products?
D. Significance of the Study
The significance of the study is that the writer hopes that this paper will enrich the readers understanding about the procedures of translation. Particularly
for someone who wants to be a professional translator, heshe must learn more about everything of translation, such as rules and process translation. Heshe
should practice to translate every kind of text. Besides that, the writer wants that this research becomes a concrete contribution for all English Department students
who will improve their translation knowledge.
E. Research Methodology
6. The Objective of the Research
The purpose of this research is to analyze the translation method that applied in baby products‟ translation and to analyze the types of translation procedures,
especially transposition, modulation, and adaptation, from English into Indonesian particularly in the directions using of baby product that provide two
languages on the package or label.
7. The Method of Research
In this research the writer analyzes the data using descriptive qualitative method. It means that she tries to answer the whole questions in the research
question by describing the problem in this research. In addition, the writer explains and describes the opinion to analyze the object of the research.
8. The Technique of Data Analysis
The data collected are analyzed by using qualitative analytic technique by comparing relevant theorist. The two languages; English and Indonesian are found
in the label, strip, box, and package of the product are collected as a primary data. To get the data, the writer looks for the product, which is English as a mother
language in every area of selling. The primary data is supported by secondary data or references, which are relevance with the study. They are books, dictionaries,
and internet.
9. Instrument of the Research
The instrument of this research is the writer herself through analyzing the data. The writer does it by three steps. First, the writer reads the theory of translation
from various source, like books, internet, etc. second, the writer finds the product, especially baby products, which have two languages; English and Indonesian on
the label, package, or strip of the product. Third, the writer analyzes the sentences on the label to find the translation procedure in the sentences of the product.
10. The Unit of Analysis
The unit of analysis in this research is the labels of baby product available in Indonesia but produced by other countries, which have two languages; English
and Indonesian in those direction label, box, or strip. The products are produced by PT Arnot‟s Indonesia, PT Johnson-Johnson Int. USA, PZ Cusson Int. Ltd.
England, PT Kinocare Era Kosmetindo, Pigeon Corporation, and PT Kimberly- Lever Indonesia.
F. Theoretical Framework
1.
The Definition of Translation There are many definition of translation. Every source has different
definition of translation, but all definitions have same meaning . The important thing, the translators should find out and understand every definition of translation
that is given by the theorist. Besides that, the translation is a process of communication, including advertisement. It must be considered by the product
that serves two kinds of languages on their label or package. It becomes the role of translators to reach the big attention from the consumers in promotion process.
Therefore, the company from each product should know the rules of translation to promote the product because translation process is not easy. To translate a text
needs a special skill. Particularly, we should know everything about translation. For the first time, we should know the definition of translation commonly. There
are several definitions of translation based on various sources from many theorists, they are:
6. Translation is the replacement of textual material in one language SL by equivalent textual material in another language.
59
7. Translating consist in reproducing in receptor language the closest natural equivalent of the source language message, first in terms meaning and
secondly in terms of style.
60
8. Translation is rendering the meaning of a text into another language in the way that the author intended the text.
61
9. Translation is an instrument of education as well as of truth precisely because it has to reach readers whose cultural and educational level is different from,
and often „lower‟ or earlier, than, that of the readers of the original.
62
10. Translation is an act of communication which attempts to relay, across cultural and linguistic boundaries, another act of communication which may have
intended for different purposes and different readershearers
63
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
59
J.C. Catford, A Linguistic Theory of Translation, London: Oxford University Press, 1965, p.20
60
Eugene A. Nida and Charles R. Taber, The Theory and Practice of Translation, Leiden: E.J. Brill, 1974, p.12
61
Peter Newmark, A Text Book of Translation, New York: Prentice Hall, 1988, p.5
62
Ibid, p.6
63
Basil Hatim and Ian Mason, The Translator as Communicator, London: Routledge,1997, p.1
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.
2.
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:
9. 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.
64
10. 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. 11. 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
64
Frans Sayogie, Teori dan Praktek Penerjemahan, Tangerang: Pustaka Anak Negeri: 2009, p. 91
attempts to be completely faithful to the intentions and the text realization of the SL writer. This translation is used in translation transfer process.
12. Semantic Translation Semantic translation differs from faithful translation. This translation must
take more account the aesthetic value that is the beautiful and natural sound 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. 13. 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 t he examples aren‟t existing.
14. 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. 15. 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. 16. 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
comprehensible to the readership. This translation is considered as an ideal translation.
65
Newmark divided the eight methods above into two kinds or orientations translation methods. Firstly, that is translation methods which are emphasized to
65
Ibid, p. 48
the SL text. Secondly, thatn is 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
66
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.
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 transfer 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
66
Newmark 1988,op. cit. p. 45
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
67
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 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.
3.
The Process of Translation
Translation is phase process. In translation process, translator must understand the SL text and formulating the TL text. Newmark says that when a
translator is translating, he translates with four levels more or less conciously in mind: 1 the SL text level, the level of language, where we begin
and which we continually but not continuously go back to; 2 the referential level;
3 the
cohesive level,
which is
more general,
and grammatical,which traces the train of thought, the feeling tone positive or negative and the various presuppositions of the SL text. 4 the level of
67
Catford 1965, op. cit. p. 21-22
naturalness, of common language appropriate to the writer or the speaker in a ceratain situation.
68
According to Nida and Taber, translation process has three levels.
69
They are: 4. Analyzing the SL text
In this level, a sentence will be analyzed into grammatical, word meaning or combination, the yextual meaning, and the contextual
meaning. The translator must learn the SL text wether form and meaning of the text. The purpose of this level is that translator fully
understand what is the message in SL text. 5. Transferring
In his level, the translator has analyzed and understood the material grammatically and semantically. In his mind, he begins to remove the
material from SL text into TL text 6. Restructuring
The translator tries to restructure the text that is appropriate with TL text. He attempts to find the appropriate words equivalent and
the sentence structures into the TL.
7. Translation Procedure
Translation procedure is related to the smaller unit of language; they are sentence, clause, phrase, and word.
70
Translation procedures are used for sentences and smaller units of language within that text. Translation procedures
are methods applied by translators when they formulate equivalence for the purpose of transferring elements of meaning from the Source Text ST to the
Target Text TT. Translation procedure is very important in restructuring process.
68
Ibid, p. 19
69
Frans Sayogie, Teori and Praktek Penerjemahan, Tangerang: Pustaka Anak Negeri, 2009, p. 21
70
Frans Sayogie 2009, op.Cit, p. 69
A translator must master this knowledge if she he wants to make a good translation. Translation procedure is very useful for a process of translation.
Because of it, a translator can always adapt the changing of grammatical which appropriate with the meaning in the source language.
Newmark mentions the difference between translation methods and translation procedures. He writes that, while translation methods relate to whole
texts, translation procedures are used for sentences and the smaller units of language”
71
According to Sayogie, there are three kinds of translation procedures which related to condition of Source Language, especially Indonesian. They are:
6. Transposition
Transposition is the changing of grammatical pattern from source language into target language.
72
There are four kinds of transposition according to Newmark, they are:
a. The First Shift It is caused by system and rule of language; hence the translator should
find the suitable meaning. It is called automatic transposition. For example: a pair of pants is translated into sebuah celana panjang. Actually in English, when there
is a suffix after the word, it means that the word is plural, but it does not always occur in Indonesian .a pair of pants in Indonesian cannot be translated as
sepasang celana panjang celana panjang but it becomes a singular noun. The other example: difficult problem is translated into masalah yang sulit . In this
case, adjective plus noun becomes noun. Transposition in the examples above should be done when translation involves English as a source language and
Indonesian as a target language. Because of it, the translator will never make a mistake in translation.
b. The Second Shift The translator takes this transposition if the translator does not find the
equivalences grammatical pattern in source language and target language. For
71
Newmark 1988, op. cit. p. 81
72
Newmark 1988, p.85
example: the word bingung aku can be translated into I’m confused. In English
grammatical pattern, there is not adjective before the subject, hence the translator can choose the appropriate pattern in target language which still has equivalent
meaning with source language. c. The Third shift
This transposition occurs because the result of translation is abnormal. For example: We must all responsible for the existence of fresh water is translated into.
Kita semua bertanggung jawab untuk menjaga air bersih. If translator translates phrase a
bove literally, the translation becomes „Kita semua bertanggungjawab untuk keberadaan air bersih’. This translation is awkward in Indonesia.
d. The Fourth Shift This transposition occurs when there is a void of lexical in translation. For
example: He is very pleasant, but his wife is arrogant, is translated into Ia sangat baik, tetapi istrinya sangat sombong.
7. Modulation
Modulation is a variation of the form of the message, obtained by a change in the point of view, culture, and perspective. It occurs when the translator
reproduces the message of the original text in the TL text in conformity with the current norms of the TL, since the SL and the TL may appear dissimilar in terms
of perspective.
73
Modulation and transposition may take place in the same time. For example: Time is money translated into waktu itu sangat berharga. Based on
Newmark, there are two kinds of modulation: absolute modulation and free modulation. Absolute modulation occurs when there is no equivalent meaning of
word, phrase, or structure from source language into target language. Examples: Light Mineral Oil and Benzalkonium Chloride. Those words should have not
rendered into different meaning because they don‟t have equivalent meaning in the target language. Free modulation is translation procedure that supposes to
explain the meaning, to obtain the relation meaning between SL and TL and also to achieve the equivalence meaning as natural as SL. It occurs when a word or
phrase is translated differently as a word as a meaning itself. For examples the
73
Ibid, p. 88
word enhanced, the true meaning of enhanced is dipertinggi
74
but in promotion text it is translated dilengkapi.
8. Adaptation
Adaptation is also known as a free translation, is translation procedure whereby the translator replaces a social, or cultural, reality in the source text with
a corresponding reality in the target text; this new reality would be more usual to the audience of the target text.
75
It is the freest translation where the translator must create a new situation which is considered has equivalence, modifying the
concept but it is not beyond the purpose. Therefore, it is considered as equivalence, a situational equivalence. In adaptation something specific to the
source language culture is expressed in a totally different way that is familiar or appropriate to the target language culture. Sometimes it is valid, and sometimes it
is problematic, to say the least.For example the word product is translated into produk
76
.
9. Borrowing
Borrowing is a translation procedure whereby the translator uses a word or expression from the source text in the target text. Borrowings are normally printed
in italics if they are not considered to have been naturalized in the target language
77
. It is the simplest of all translation methods. It is an adoption of a linguistic expression from another language; or the taking over of words from
other language. The lexical borrowing is called loan word. There are two kinds of borrowings, namely total adopting and partial adopting. Total adopting refers to
taking over the words from other languages without any phonological adaptation. For example: vitamin is translated into vitamin. Partial adopting refers to taking
over the words from other languages with phonological adaptation
78
. For example: lamp is translated into lampu.
74
John M. Echols and Hasan Sadily, Kamus Inggris Indonesia, Jakarta: PT Gramedia Pustaka Utama, 1976, p. 214
75
www.faculty.ksu.edu.saskarehLists...5Translation procedures.doc
76
Frans Sayogie 2009, p. 70-74
77
www. faculty.ksu.edu.saskarehLists...5Translation procedures.doc
78
Muhammad Farkhan, An Introduction to Linguistics, Jakarta: UIN Jakarta Press,2006, p.64
10. Omission
Omission means dropping a word or words from the source language while translating. This procedure can be the outcome of the cultural clashes that
exist between the SL and the TL. In fact, it is in subtitling translation where omission attains its peak in use. The translator omits words that do not have
equivalents in the TL, or that may raise the hostility of the receptor. It is supposed to shorten and get clearer meaning.
These procedures are used to get the equivalent meaning between SL and TL, especially that provide in the label of baby product which relay the direction or
indication to give information to consumers and also affect them to buy the product. Therefore, the language in TL must interest to attract the readers.
8. Interpretation
A translation process is related to interpretation. Based on Long Man Dictionary, definition of interpretation is the way in which someone explains or
understands an event, information, someone‟s action etc.
79
Language interpretation is the facilitating of oral or sign-language communication, either
simultaneously or consecutively, between users of different languages. The process is described by both the words interpreting and interpretation. Interpreting
denotes the facilitating of communication from one language form into its equivalent, or approximate equivalent, in another language form; while
interpretation denotes the actual product of this work, that is, the message thus rendered into speech, sign language, writing, non-manual signals, or other
language form. This important distinction is observed in order to avoid confusion. An interpreter is a person who converts a thought or expression in a source
language into an expression with a comparable meaning in a target language in real time. The interpreters function is to convey every intention and feeling of
79
Longman, Dictionary of Contemporary English, Edinberg Gate Harlow: England. P. 851
the message that the source-language speaker is directing to target-language recipients.
Despite being used incorrectly as interchangeable, interpretation are not synonymous. Interpreting takes a message from a source language and renders
that message into a different target language. In interpreting, the interpreter will take in a complex concept from one language, choose the most appropriate
vocabulary in the target language to faithfully render the message in a linguistically, emotionally, tonally, and culturally equivalent message is the
transference of meaning from text to text with the translator having time and access to resources, to produce an accurate document or verbal artifact. Lesser
known is transliteration, used within sign language interpreting, takes one form of a language and transfer those same words into another.
80
G. Research Finding
A. Description of the Data
The writer analyzes the number of translation process from the package or label of baby‟s product which have two languages on the label, English and
Indonesian. The products are produced by PT Arnot‟s Indonesia, PT Johnson-
Johnson Int., USA, PZ Cusson Int. Ltd. England, PT Kinocare Era Kosmetindo, Pigeon Corporation, and PT Kimberly-Lever Indonesia. Those products serve two
languages in directions and ingredients. The source language that is observed as unit of analysis is taken from seven products, three products are PT Kimberly-
Lever Indonesia ‟s product, one product is PZ Cusson Int. Ltd. England‟s product,
two products are PT Kinocare Era Kosmetindo‟s product, one product is PT Arnot‟s Indonesia‟s product, and one product is PT Johnson-Johnson Int. USA‟s
product.
H. Data Analysis
