Not Readable 1.6-2 The Readability of Food and Beverage Product Label

translation is using an unusual word in daily life, so it is somehow difficult to understand, for example the word Haring. Haring means a sea fish with a round long body; usually live in groups in the Atlantic Ocean and surrounding. Besides, the word Anchovy itself means a small fish with a strong salty flavor. Those two words are rarely heard in everyday hearing. The better translation for this sentence must be Potongan Ikan Asin Dengan Minyak Zaitun. Code ST Code TT 29STB29 Lychees in Heavy Syrup 29TTB29 Buah Leci Dalam Sirup The datum 29TTB29 is considered as not readable from 6 respondents of 10 respondents. The translation is hard to understand because it has a double different meaning in the Target Text TT. The translation Buah Leci Dalam Sirup can be interpreted as Sirup Leci, or Potongan Buah Leci Dalam Sirup. It remains unclear whether that meant there is syrup which tastes lychee or lychee fruit pieces in syrup. To avoid misunderstanding for the readers, the translation should be Sirup Dengan Buah Leci, so the kind of the product can be delivered clearly. Not Readable Score: 1.7 Code ST Code TT 28STB28 Mango Nectar 28TTB28 Nektar Mangga In the translation above, there are 7 respondents who did not agree with the translation. So it is considered as not readable. The translation is harder to understand because the meaning in the Target Text TT cannot be interpreted and conceived well. The word Nektar is not generally accepted as a kind of beverage because Nektar is a sugar-rich liquid produced by plants in glands. It can be concluded that the translation must be Minuman Sari Buah Mangga, not Nektar Mangga. Not Readable Score: 1.8 Code ST Code TT 1STF1 Whole Black Beans 1TTF1 Kacang Hitam Dalam Saus Cabe dan Tomat Datum 1TTF1 is considered as not readable by the score 1.8. The translation is almost incomprehensible because there are 8 respondents from 10 respondents who did not agree with the translation, almost all of the respondents. The readers cannot get its meaning well and clearly because the use of language in the Target Text TT is very excessive and complex. For the example the phrase Kacang Hitam; it is not popular in Indonesia, but Kedelai Hitam is. The alternative suggested translation is Kedelai Hitam Dengan Saus Cabe dan Tomat. Code ST Code TT 14STF14 Whole Mushrooms in Brine 14TTF14 Jamur Kancing Dalam Larutan Garam The translation above from the datum 14TTF14 is almost incomprehensible because most respondents gave score 1.8 based on the Target Text TT. The meaning in Target Text TT is peculiar and not proper, for the example is the phrase Larutan Garam. It would be better if it is changed into another word because it raises the double meaning if it does not explain well. The suitable translation for the TT above is Jamur Kancing Dengan Air Garam. Code ST Code TT 18STB18 Roasted Coconut Juice 18TTB18 Minuman Buah Kelapa Panggang As the result, the translation in the Target Text above is considered as not readable by 8 respondents. The translation is very incomprehensible and cannot be understood according to the respondents who gave scores by 1.8. The translation in the Target Text TT is very absurd and ridiculous because the use of vocabulary in the phrase Kelapa Panggang; the word Panggang seems not to be needed to complete that translation because the word Panggang does not belong to Minuman. The alternative suggested translation is Minuman Air Kelapa. As the result of the analysis, based on the score of per translation presented above, the final score of translation’s readability can be counted first by finding the average score from each respondent. Then, calculating the score per item from each respondent and divided by total data of translations which have been analyzed. Below is the result of average score: Chart.1. Readability Average Score Based on the chart above, there are 30 data which have been analyzed. The researcher found that there are 5 data by the score 1.0, and being scored as 18. Second, for the score 1.1, there are 6 data or 25 of the data. Third, 5 data are scored as 18 by the score. Fourth, the data with average score 1.3 are 5 data, or 18 of the data. Fifth, only there is 1 data by the score 1.4, or 4 of the data. Sixth, 1 data by the score 1.5 is inserted, or 4 of the data. Seventh, for the score 1.6, there are 3 data, or 11 of the data. Then, there is 1 data by the score 1.7, or 4 of the data. From the percentage above, it shows that overall average score of readability are categorized as readable. 18 22 18 19 4 4 11 4 Readability Average Score 1.0 Average Score 1.1 Average Score 1.2 Average Score 1.3 Average Score 1.4 Average Score 1.5 Average Score 1.6 Average Score 1.7

B. Translation Strategies and Its Application on Food and Beverage Product Labels

This part analyzes about what strategies are applied in each food and beverage product labels. The strategies to identify the translation data which are applied in this part are coming from Suryawinata and Hariyanto 2003:67-76.

1. Structural Strategy

a. Addition

From this strategy, the researcher found that there is only 1 translation using this strategy. The example can be seen as follows: Code ST Code TT R.S T.S 3STF3 Black Bean Preserved 3TTF3 Kacang Hitam Dalam Kaleng 1.2 Addition In which, R.S = Readability Score T.S = Translation Strategy For the translation above, the phrase Kacang Hitam Dalam Kaleng comes from Black Bean Preserved. Addition strategy is applied because there is an addition in the Target Text TT, especially in the structure. The word Dalam is considered to be added to fulfill the structure of target text TT. If there’s no addition, the sentence will be Kacang Hitam Kaleng. This can raise a different perspective because Kacang Hitam Kaleng means black bean which made from tin Kaleng. Thus, the addition strategy is added to avoid the wrong perspective.

b. Transposition and Addition-Semantic Mixed

There are 4 translations using this strategy to transfer the meaning from Source Text ST into Target Text TT. Below is the example for this strategy: Code ST Code TT R.S T.S 13STF13 Whole Kernel Corn 13TTF13 Jagung Dalam Kemasan 1.2 Transposition and Addition- Semantic In this strategy, the translator changed the position of the word and added some words in the target text TT. The word Dalam and Kemasan are added to transpose the ST, so the meaning in the TT looks natural and arranged well. Literally, Whole Kernel Corn is translated into Seluruh Kernel Jagung. If the translator applies this kind of translation, the meaning of the sentence cannot be transferred clearly. Structurally correct, but because of the choice of words was wrong, the meaning is also incorrect although the translation is literally correct.

2. Semantic Strategy

a. Borrowing

Borrowing is a translation strategy which is copying a word from source text ST into target text TT. The reason of using this strategy is to respect the words from Source Text ST. There are two kinds of this strategy: Transliteration, and Naturalization. Transliteration is keeping the word from ST into TT in original form, either its sound, or spelling. Meanwhile, Naturalization is adapting the ST’s sound or spelling into the TT. In this translation, the researcher found 4 data using the transliteration. Below is the example:

i. Transliteration

Code ST Code TT R.S T.S 6STF6 Canned Pork Luncheon Meat 6TTF6 Luncheon Daging Babi 1.6 Transliteration The word Luncheon is left untranslated in the target text TT. Luncheon means a formal lunch or a formal word for lunch, but the translator just put that word in the original form, unchanged. As the result, this translation is considered as not readable, because Luncheon