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 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.
b. 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
unnatural translation. Based on the corpuses data above, the writer finds the 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. For example, the words 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. The
other example is 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. The last example is 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
