AN ANALYSIS OF TRANSLATION TECHNIQUES AND QUALITY ASSESSMENT OF CULTURAL TERMS IN SOLO TOURISM LEAFLETS

TOURISM LEAFLETS

Thesis Submitted as a partial fulfillment of requirement

For the Sarjana Sastra Degree at English Department Faculty of Letters and Fine Arts Sebelas Maret University

By: Alwi Ridwan Akmal

C 0305010

ENGLISH DEPARTMENT FACULTY OF LETTERS AND FINE ARTS SEBELAS MARET UNIVERSITY

2011

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ii

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Name : Alwi Ridwan Akmal NIM : C 0305010

States truthfully that there is no plagiarism in completing the thesis

entitled “ An Analysis of Translation Techniques and Quality Assessment of

Cultural Terms in Solo Tourism Leaflets”. Similar contents are purely quotation and included within bibliography.

If the researcher is proven for cheating, the researcher will take the responsibility.

Surakarta, October 2011 The Researcher

Alwi R. Akmal

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This thesis is dedicated to:

Myself

My family

My friends in English Department

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First of all, I would like to be thankful to Allah SWT and I am delighted this acknowledge to those who have helped and give their contributions on this research. My gratitude to:

1. Drs. Riyadi Santosa, M. A as Dean of Faculty of Letters and Fine Arts.

2. Dra. Rara Sugiarti, M. Tourism as my thesis consultant who has been leading on my research.

3. Ida Kusuma Dewi, S. S., M. A. for her advice and valuable knowledge of translation.

4. Yuyun Kusdianto, S. S, M.A as my academic consultant.

5. Prof. Dr. Djatmika, M. A as Head of English Department.

6. Lecturers of English Department and Faculty of Letters and Fine Arts.

7. My raters: Mr. Dion, Mr. Heri and Mr. Alif for their contribution on my research.

8. My beloved family (Bani Mulyono) and its members.

9. Officer, librarian, and parker on my beloved faculty.

10. My friends in English Departement 2005 “Semangat”.

11. My brothers and sisters on English Departement.

12. My team mate on futsal club, Bakwan FC and ED 05 FC

Finally, I realized that this research is far away from perfect. Therefore, I took forward for any criticism, and suggestion.

Alwi R. Akmal

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e. The Analysis of Accuracy in Each Leaflet ................................ 46

3. The Analysis of Translation Acceptability ..................................... 50

a. Acceptable Translation .............................................................. 52

b. Less Acceptable Translation ..................................................... 53

c. Unacceptable Translation .......................................................... 54

d. The Analysis of Acceptability in Each Leaflet ......................... 55

B. Discussion ............................................................................................ 57

CHAPTER V. CONCLUSSION AND SUGGESTION

A. Conclusion ............................................................................................ 63

B. Suggestion ............................................................................................ 65

BIBLIOGRAPHY APPENDICES

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Table II. 1: The Scale of Accuracy ....................................................................... 16 Table II. 2: The Scale of Acceptability ................................................................. 19 Table III. 1: Reformulation of the Scale of Accuracy ........................................... 28 Table III. 2: Reformulation of the Scale of Acceptability .................................... 29 Table IV. 1: The Distribution of the Technique in Each Leaflet .......................... 37 Table IV. 2: The Accuracy Score and Definition ................................................. 41 Table IV. 3: The Formula of Statistic Calculation ................................................ 42 Table IV. 4: The Classification of the Translation Accuracy ............................... 46 Table IV. 5: The Distribution of Accuracy in Each Leaflet .................................. 46 Table IV. 6: The Acceptability Score and Definition ........................................... 51 Table IV. 7: The Formula of Statistic Calculation ................................................ 51 Table IV. 8: The Classification of the Translation Acceptability ......................... 55 Table IV. 9: Translation Technique and the Level of Accuracy ........................... 57

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Alwi Ridwan Akmal. C0305010. 2011. An Analysis of Translation Techniques and Quality Assessment of Cultural Terms in Solo Tourism Leaflets. Undergraduate Thesis: English Department. Faculty of Letters and Fine Arts. Sebelas Maret University. Surakarta. 2011.

This research focuses on the translation techniques and quality assessment of cultural terms in Solo tourism leaflets. The objectives of the research are to: a) find out the translation techniques employed by the translator in translating the Indonesian cultural terms into English and b) find out the quality assessment of the English expression of the cultural terms in term of accuracy and acceptability. This research is expected to improve the competence in producing a good quality translation of Indonesian cultural terms of students of English Department. It is also expected to be beneficial for the translator as an input for giving additional information and improving their capability in translating Indonesian cultural terms. Moreover, it is also expected to give benefit to the other researchers for conducting similar research.

This research employed criterion-based selection sampling technique. There were 70 data in the form of cultural terms in both Indonesian and English. The data were analyzed using a descriptive qualitative method. The result of data analysis shows that there are five techniques found in the translation of cultural terms of Solo tourism leaflets. They are: a) borrowing or borrowing plus explanation (41 data or 58.57 %), b) transposition (9 data or 12.86 %), c) equivalence (9 data or 12.86 %), d) literal translation (7 data or 10 %), and e) deletion or omission (4 data or 5.71 %)

From 70 data, 48 data (68.57 %) are accurately translated. The less accurate data are 16 data (22.86 %). The inaccurate data are 6 data (8.57 %), whereas there is no very inaccurate data. In acceptability level, 59 data (84.29 %) are categorized as acceptable, and the rest of data, 11 data (15.71 %) are categorized in less acceptable. There is no unacceptable category found in this data.

Finally, it can be concluded that the translation of Indonesian cultural terms into English is quite understandable. After all, the text is helpful for the target readers. Based on the findings, the researcher draws conclusion that the translation of Indonesian cultural terms are accurate and acceptable.

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Dra. Rara Sugiarti, M.Tourism 2

ABSTRACT

2011.. Undergraduate Thesis: English Department. Faculty of Letters and Fine Arts. Sebelas Maret University. Surakarta. 2011.

This research focuses on the translation techniques and quality assessment of cultural terms in Solo tourism leaflets. The objectives of the research are to: a) find out the translation techniques employed by the translator in translating the Indonesian cultural terms into English and b) find out the quality assessment of the English expression of the cultural terms in term of accuracy and acceptability. This research is expected to improve the competence in producing a good quality translation of Indonesian cultural terms of students of English Department. It is also expected to be beneficial for the translator as an input for giving additional information and improving their capability in translating Indonesian cultural terms. Moreover, it is also expected to give benefit to the other researchers for conducting similar research. This research employed criterion-based selection sampling technique. There were 70 data in the form of cultural terms in both Indonesian and English. The data were analyzed using a descriptive qualitative method. The result of data analysis shows that there are five techniques found in the translation of cultural terms of Solo tourism leaflets. They are: a) borrowing or borrowing plus explanation (41 data or 58.57 %), b) transposition (9 data or 12.86 %), c) equivalence (9 data or 12.86 %), d) literal

1 Mahasiswa Jurusan Sastra Inggris dengan NIM C0305010. 2 Dosen Pembimbing

level, 59 data (84.29 %) are categorized as acceptable, and the rest of data, 11 data (15.71 %) are categorized in less acceptable. There is no unacceptable category found in this data. Finally, it can be concluded that the translation of Indonesian cultural terms into English is quite understandable. After all, the text is helpful for the target readers. Based on the findings, the researcher draws conclusion that the translation of Indonesian cultural terms are accurate and acceptable.

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INTRODUCTION

A. Research Background

Today, more people travel all over the world to find new places or spots. They try to find their need, pleasure. They look for the information about the place through the internet or others sources like booklet or leaflets.

In Indonesia, there are many kinds of places or destinations to be visited. In order to give those kinds of information to the foreigner and to get the benefit from them, that information is given by using a leaflet. This kind of information is provided in the form of printed media. The leaflet mostly is written in English, the universal languages in the world. Here, the leaflet translates the information needed by the foreigner.

A tourism leaflet contains the cultural aspects such as cultural terms. This

aspect must be concerned by the translators. In addition, the translators are faced not only cultural terms but also the grammatical structure between the source language and target language. Consequently, they are expected to overcome the problems. Those make the translation as a hard process. Since Indonesia and English have different in grammatical structure as well as cultural terms, an analysis of translated leaflets can be a challenging research. However, this research is only focusing on the cultural terms.

Newmark (1988:94) states culture as “the way of life and its manifestations that are particular to a community that use a particular language as its mean of

expression”. It means that culture relates to arts, custom, habits in a society that

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part of culture. It means the difference between cultures is more difficulties for the translation than the differences of language among culture. Translating the culture is more difficult than translating the word. In others words, the more difference in the culture, the more difficult transferring message to target language.

Cultural terms are sensitive problems to be translated. A culture is related to the personality and the originality of a nation. For this reason, the effective translation techniques are required to produce the quality translation in terms of accuracy and acceptability. Larson (1998:470) states that as a part of culture, translation from one language to another language can not be done adequately without having knowledge about two cultures as well as two language structures. It is strongly recommend that the translator should master that knowledge and able to translate the cultural terms. Without this knowledge, the translators face the difficulties in translation.

Cultural word can be divided into several categories. It can be classified as ecology, material culture, social culture, religious culture, and linguistic culture. These categories may be translated indifferent ways.

In Solo tourism leaflets, as source data of this research is bilingual tourism leaflets. It employs many Indonesian cultural terms. They may be equivalent or they may not equivalent from Indonesia to English.

The example 1 can be seen in the quotation below: Source text: Oleh karena itu di Jawa, keris disebut tosan aji atau wesi aji yang berarti besi yang bernilai atau dimuliakan.

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Javanese people. In the example above, the words of “keris”, and “tosan aji” are translated directly. All of those words are cultural terms from Indonesia. There are no equivalent words in English. To solve this kind of problems, the translator uses borrowing technique.

The example 2 can be seen in the quotation below: Source Text: Karena semakin bertambah, sejak tahun 1960 mereka mulai mendirikan kios Target Text: Since it was getting bigger and crowded, in 1960 they started to install the kios (a traditional display room) In the example above, the translator adds a clear explanation to the translated word. The word “kios” is directly taken into target text, but there is additional information to make the reader understand.

Based on the background above, the researcher is interested to analyze the applied techniques of the cultural terms found in Solo tourism leaflets. The researcher also studied the quality of translation produced in terms of accuracy and acceptability.

B. Research Limitation

This research is describes on the techniques of the translation applied and the quality of the translation in terms of accuracy and acceptability in translating the Indonesian cultural terms on Solo tourism leaflets in English version. The

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of word, and phrase.

C. Problem Statements

In this research, the researcher proposes the following problems:

1. What are the kinds of translation techniques applied in translating Indonesian cultural terms into English in Solo tourism leaflets?

2. How is the translation quality of the cultural terms in terms of accuracy and acceptability?

D. Research Objectives

Based on the Problem Statement, the objective of this research is:

1. To describe the translation techniques applied in translating Indonesian cultural terms into English in Solo tourism leaflets.

2. To describe the translation quality of the cultural in terms of accuracy and acceptability.

E. Research Benefits

This research is expected to give benefits to:

1. The Students of English Department: to be able in producing a good quality translation of cultural terms in term accuracy and acceptability.

2. The translator: as an input for giving additional information and improving their capability in translating Indonesian text especially cultural terms.

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conducting further research about cultural terms.

F. Thesis Organization

The thesis is organized as follow; Chapter I is Introduction which includes research background, research limitation, problem statements, research objectives, research benefits and thesis organization.

Chapter II is Literature Review. This chapter explains the definition of translation, definition of cultural term, problems in translating cultural terms, the criteria of translation quality assessment; accuracy and acceptability in translation, translation techniques, and the definition of tourism leaflet.

Chapter III is Research Methodology. It consists of research type and design, data and source of data, methods of data collection, technique of data analysis, and research procedure.

Chapter IV is Data Analysis. This chapter consists of research finding and discussion. Chapter V is Conclusion and Suggestion. This chapter consists of conclusion and suggestion.

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LITERATURE REVIEW

A. Definition of Translation

In general, translation is the transfer of message from one language into another. Many experts proposed the definitions of translation. According to Brislin (1976): translation is the general term referring to the transfer of thoughts or ideas from one language (source) to another (target), whether the languages are in written or oral form; whether the languages have established orthographies or do not have such standardization or whether one or both languages is based on signs, as with sign languages of the deaf.

Meanwhile, Nida and Taber quoted by Suryawinata and Hariyanto (2000:12) define that “translating consists of reproducing in the receptor language the closest natural equivalent of the source language message, first in term of

meaning and secondly in terms of style” Mildred L Larson (1984:74) says:

“Translation consists of transferring the meaning of the source language into the receptor language. This is done by going from the form of the first language to the

form of a second by way of semantic structure. It is meaning which is being transferred and must be held constant. Only the form changes”

From the definitions above, it can be concluded that translation is not only related to the activity to find equivalent words or sentences, but also the process of transferring the message inside, from the source language to the target language.

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Newmark (1988) defines culture as the way of life and its manifestations that are peculiar to a community that uses a particular language as its mean of expression. According to Edward Sapir (in Katan : 1999) culture is that complex whole which includes knowledge, beliefs, art, moral, law, custom, and other capabilities and habit acquired by man as a member of society.

Based on the definition above, culture covers knowledge, belief, art, moral, law, custom, and other capabilities or habit acquired by human being in their society.

Since a translation is dealing with cultural terms, a translator is also called

a cultural mediator. Moreover his/her idea is a mediating agent. A translator as cultural mediator has a significant rule. According to R. Taft (in Katan 1999):

“A cultural mediator is a person who facilities communication, understanding and action between person and group who differ with respect to language and culture. The rule of mediator is performed by interpreting the expression, intension, perception, and expectation of each cultural group to the other. That is, by establishing and balancing the communication between them, in order to serve as a link in this sense. The mediator must be able to participate to some extent in both cultures ”

From the definition above, it can be concluded that culture is the way of life as an evidence of intellectual development in human society that uses a particular language to express. Moreover, the cultural term is a term expressing the way of life as an evidence of intellectual development in human society.

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Translation is a complicated activity which requires some specific competencies of the translator to result in good product. Problems of translation are common things appearing in the process of translation one of the problems is cultural term. The cultural problems for translation may take several forms ranging from lexical content and syntax to ideologies and ways of life in a given culture. The translator also has to decide on the importance given to certain cultural aspects and to what extent it is necessary or desirable to translate them into the target language.

The problems appear and are usually related to the difficulties in transferring the message or the content of the text as well as its form and style because translation is not solely changing one language into another; it is a reproduction of the source language material into the target language.

Related to the explanation above, Nababan (2003:48) says: “Dalam praktek menerjemahkan yang sesungguhnya, perhatian seorang

penerjemah terfokus tidak hanya pada pengalihan makna suatu kata. Perhatiannya meluas ke masalah pengalihan pesan atau amanat ”.

The main problem faced by the translator in doing the process of translation in cultural terms is transferring the message, the equivalency. It is usual when there are no cultural equivalents from the source language into target language because there are no languages in this world having the same language systems. A complete equivalency is impossible due to the gap of the source language and target language. The translator also considers a technique in translating cultural terms which highly recommended to be added with the cultural

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cultural terms. Related to that, Catford (1965:21) states that the central problem of translation practice is that of finding the target language translation equivalences.

A central task of translation theory is that of defining the natures and conditions of translation equivalence. Equivalency in translation covers two main aspects i.e. equivalency in form and equivalency in meaning. Soemarno (1990) says: “The problem of translation deals with the linguistics and meaning aspect.

Linguistics problem covers word order, part of speech, suffixes, structures, etc. Meaning problem covers lexical meaning, grammatical meaning, textual and contextual meaning, socio- cultural meaning, etc”.

Problems of equivalency in the translation occur because of some factors. Nida (1964) classifies five points:

1. Ecological Problem This problem emerges from geographical factors. The geographical condition of one nation differs from that of other nations. For example, people in Eskimo have more than one word to describe snow based on its form and texture, but Indonesian people only have one word to describe snow, that is salju, because Indonesia is a tropical country so that there are only two seasons in a year, summer and rainy season. It will be difficult for the translator to translate a text containing such kinds of thing.

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This problem is closely related to the material objects produced by human being. For example, Indonesia has many types of traditional house such as joglo and gadang, which have specific characteristics. The translator may find some difficulties in translating the word joglo or gadang into another language because the target readers do not understand the conception of joglo and gadang because they are the material culture product of Indonesia.

3. Social Cultural Problem Each society has its own cultural background. It has different behaviors and rituals, and the society has specific terms to call them. The cultural events make the translator finds problems to translate it, for example: Thanksgiving Day in America, Tingkeban in Java, and Ngaben in Bali.

4. Religious Cultural Problem Religion represents belief to God. Since there are many religions exist in the world, each has its own term to refer to something that may have the same meaning, for example; haji and tawaf . In English there is no word haji so the translator has to explain the meaning of haji; someone who has made the pilgrim to the Mecca, and for tawaf; the ceremony of circumambulation of the Ka’bah in Mecca for seven times.

5. Linguistic Problems Each language has its own rules and characteristics which make them different each other. These differences may include grammar and vocabulary system. It can arise some problems since in a language, some terms will be

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and very important in translation because language is the medium for transferring the message. In English, there is no level in usage of language, but in Java there are ngoko, krama., krama inggil. So the translation must give more attention during the translation process.

More over, the translators may face situation that the cultural term in the source language has no direct equivalent in the target language. This is called non-equivalence in word level. Different kind of non-equivalence require different technique, some very straight forward, others more involve and difficult to be solved. Baker (1992. p.21) proposes some common type of non-equivalence on word level. There are;

1. Culture-specific concepts The word in the source language is totally unknown in the target language. The concept can be in form of abstract or concrete. The word relates to a religious, believe, social custom, or even type of food. For example: thanksgiving, it is the cultural event occurs only in U.S. There is no similar event in Indonesia.

2. The source-language concept is not lexicalized in the target language The source-language concept may express a concept which is known in the target culture but simply not lexicalize d, that is not „allocated‟ a target language word to express it. The example for this problem is the adjective standard

(meaning „ordinary, not extra‟, as in standard range of products) expresses a concept which is very accessible and readily understood by most people, yet Indonesian has no equivalent for it.

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It means that the single morpheme can be expressed by more complex set of meaning than a whole sentence. This is a fairly common problem in translation since the translator should explain the word in target language in a long sentence.

For example; “karak” in English there is no equivalent word as the result the translation should be in “karak ( a fried cracker made from rice)”

4. The source and target languages make different distinctions in meaning The target language may have distinction in meaning than the source language. What one language regards as an important distinction in meaning another language may not perceive it as relevant. For example, Indonesian makes distinction between going out in the rain without the knowledge that it is raining (kehujanan) and going out in the rain with the knowledge that it is raining (hujan- hujanan ). The translator has difficulty in finding the equivalent. They must read the context of the situation.

5. The target language lacks a super ordinate The target language may have specific words (hyponyms) but no general word (super ordinate). It has to be translated in specific ones. For example; Moslem who has expertise of Islamic knowledge in English only said as moslem scholar, but in Indonesia there are some words that have specific meaning (Cendikiawan muslim, Kyai, Ustadz, Ulama). The translator should find the closest meaning with the context of situation.

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It is usual that a word has general word but lack of specific word (hyponym). A specific word in source language can be translated into general word in target language since there is no specific word for that. In English there

are some words under “house” which difficult to find in the target language. For example are “bungalow, villa, and mansion”. The easy way in translating those words is using the hyponym and giving the explanation.

7. Differences in physical or interpersonal perspective Baker (1992) states “Physical perspective may be of more importance in

one language than it is in another. Physical perspective has to do with where things or people are in relation to one another or to a place, as expressed in pairs of words such as come/go, take/bring, arrive/depart, and so on. Perspective may also include the relationship between participants in discourse (tenor)”. It means that a physical perspective in one source language can be more important than in the target language. For example; kissing a cheek right or left on your friends (man/woman) is common thing in western country. In Indonesia this is unusual or even more it is impolite.

8. Differences in expressive meaning

A word may have the same proportional (true meaning) both in source

language and target language but it has different expressive meaning. This is often in the case with sensitive issue such as religion, politics, and sex. For example: the term cohabitation (living together between man and woman without marriage

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pejorative meaning. The equaivalent word is “kumpul kebo”.

9. Differences in form The source language and target language have differences in form, such as in certain suffixes, prefixes, and reduplication. Certain suffixes and prefixes which convey propositional and other types of meaning in English often have no direct equivalents in other languages. English has many couplets such as employer/employee, trainer/trainee, and payer/payee . In Indonesia does not have those forms. Therefore, it recommends translating those words into majikan/ karyawan, pelatih/pemain, and pembeli/penjual.

10. Different in frequency and purpose of using specific forms Baker states that “When a particular form does have a ready equivalent in

the target language, there may be a different in frequency with which it is used or the purpose for which it is used.” For example; “who” considers as “siapa”, but “who” as adjective clause considers as “yang”.

11. The use of loan word in the source text The use of loan words in source text also becomes a problem. It is used when there is no equivalent word in target text. For example; prom night ( a farewell dancing party) is translated as itself since there is no equivalent word in Indonesia.

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Translation quality assessment is needed since the result shows whether the translation is accurate or not. It is involved in translation criticism. In this research uses accuracy, acceptability for testing a translation.

1. Accuracy

According to Oxford Advanced Learner‟s Dictionary (1995: 9) “accuracy” is the state of being correct or exact and without error, especially as a result of careful effort.

It is a term used in translation evaluation to refer to the extent to which a translation matches its original. Nababan (2003) argues there are three main points in quality evaluation of translation;

a. The accuracy of transferring message. The original message cannot be changed, added or deducted. The translators should recognize the message correctly before they compose equivalent words or sentence of original message.

b. The accuracy of target language structure. It concerns in the way the original message is composed in target language structurally.

c. Naturalness of target language. In transferring the original message, the translators should give attention intensively to the naturalness of the target language. They should use familiar genre which is suitable for or conform to the culture, norm, and convention of target language.

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which (1) uses the normal language forms of the receptor language, (2) communicates, as much as possible, to the receptor language speakers the same meaning that was understood by the speakers of the source language, and (3) maintains the dynamics of the original source language text (the translation is presented in such a way that it will, hopefully, evoke the same response as the source language attempted to evoke).

It is concluded that accuracy in translation assessment concerns to the accuracy in content as indeed by the original author. In the other words, both the information content and the style (manner of writing) of the source language in order to make the translation able to evoke the same response as the source language attempted to and to deliver the same purpose or intention of the original writer.

The scale of accuracy-rating instrument can be seen in the Table 1: Table II. 1: The Scale of Accuracy:

Scale

Description

The content of the source sentence is accurately conveyed into the target sentence. Translated sentence is clear to the evaluator and no rewriting is needed .

The content of the source sentence is accurately conveyed to the target sentence. Translated sentence can be clearly understood by the evaluator. But some rewritings and some change in word order are needed.

3 The content of the source sentence is not accurately conveyed to the target

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with the relationships between phrase, clause, and sentence elements.

The content of the source sentence is not translated at all into target sentence, i.e it is omitted or deleted .

Adapted from: Tsujii and Nakamura in Nababan, 2003

2. Acceptability

Acceptability of a text refers to the natural “feel” of the translation. A translation which leans toward acceptability can thus be thought as fulfilling the

requirement of “reading as an original” written in target language rather than that of “reading as the original” (Shuttleworth and Cowie , 1997: 2-3).

Venuti in Munday (2001: 146) states that:

“A translated text, whether prose or poetry, fiction or non-fiction, is judged acceptable by most publishers, reviewers, and readers when it reads fluently,

when the absence of any linguistic or stylistic peculiarities make it seem transparent, giving the appearance that it reflects the foreign writer‟s personality

or intention or the essential meaning of the foreign text —the appearance, in other words, that the translation is not in fact a translation, but the original”

Finlay in Simatupang (2000: 3) also states that “Ideally, the translation should give the sense of the original in such a way that the reader is unaware the

he is reading a translation”. It means that an acceptable translation likes the original composition written in the target language.

In addition, many experts suggest some recommendations for assessing a translation quality, as follows:

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In this technique the readers get a text in which some words are deleted from the translation question. The readers are asked to choose the right word that might it with the context. Nababan (2004:56) says, “Penilai sengaja menghilangkan beberapa kata dari terjemahan. Kemudian dia meminta pembaca unutk memprediksi kata-kata yang dihilangkan tersebut. ”. In this case, the degree of the comprehensibility of the readers can predict the quality of translation. If the readers can guess the right word with the context as much as possible, it indicates that they comprehend the text. The greater the number of correct guesses, the easier the text is to comprehend because its predictability is greater.

2. Reading-aloud technique In Nababan, (2004:56-57) says this technique is done by some readers as the tester. The readers are asked to read aloud the translation. If the tester reads it fluently, it indicates that the translation has no problems.

3. Knowledge test In Nababan, (2004:57) says this test measures the translation quality through knowledge testing of the target readers. The target readers are asked to read a translation and answer a question about it. The disadvantages of this technique are: it is spending much time; this technique is not full interpretation the quality of the translation because the culture of the reader of the original and the translated version are different.

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In Nababan, (2004:58) says it is a way of measuring the quality of technical translation by having readers performs a task using the translation. If the technicians can repair the equipment by reading the target language, the translation is accurate in content. This is very time-consuming process, however, and requires expert supervision if clear results are to be obtained.

5. Back translation In Nababan, (2004:59) says it is a way to assess the translation by having someone who is bilingual in the source and receptor language, make a back- translation of the translated text into the source language.. For example, one translates a text from English into Indonesian, a translator then turns the Indonesian text back into English, and the resulting English text is compared with the original English text. If the texts are virtually identical, it is evident that the original translation is of high quality.

The scale of acceptability-rating instrument can be seen in the Table 2:

Table II. 2: The Scale of Acceptability:

Scale

Description

The translation sounds natural, almost does not feel like translation. There is no grammatical error .

The translated sentences sound like translation. There are some grammatical errors, but not more than 25 % of the whole sentence.

3 The translated sentences extremely sound like translation. There are

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Adapted from Machali, 2000:119-120

E. Translation Techniques

Translation techniques concentrate on the observation to decide option general methods. It is also used by the researcher for studying of the translation product as the re-observation. Translation technique is the special technique used by the translator when transferring the message of the source language to target language, including the choice of equivalents. The technique describes the translation product and it can be used to clarity the type of translation solution.

According to Vinay and Dalrbenet (1977), the techniques are classified as direct (literal) and oblique (free translation). Literal translation occurs when there is an exact structural, lexical, even morphological equivalence between two languages. This is possible when the two languages are very close to each other.

The literal (direct) translation techniques are:

1. Borrowing (loan word) or borrowing plus explanation This technique is particularly common in dealing with culture-specific terms, names, places, and modern concepts. The borrowing words or the loan word is repeated several times in the cultural text. If those words occur many times in the text, the translator only needs to give the explanation once. Once explained, the loan word can be used own its own, the reader can understand it and not distracted by further lengthy explanation (Mona Baker: 1992).

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English word bluetooth has been incorporated directly into Bahasa Indonesia. This is a newest technology and it has not equivalent word in Bahasa Indonesia. The way to solve is by borrowing the word without translating.

2. Calque.

A calque is a literal translation at the level of phrase. One language is

transferred to another language by a literal translation of each of the individual elements. But, Vinay and Darbelnet do not consider its use at the morphemic level in translating term. Therefore the target language seems like source language style. The result of this technique is not natural if we viewed from translation acceptability. e.g., interest rate is translated into tingkat suku bunga.

3. Literal translation.

A Word for word translation, it begun from word for translation and then

makes change to conformity of source language grammar with target language. Literal translation follows the form of the source language. The translator still tries to produce the closest equivalent in order to reduce the meaning of source language e.g. I will ring you is translated into Saya akan menelpon Anda.

Oblique translation occurs when word for word translation is impossible. The oblique translation techniques are:

1. Transposition.

A „shift‟ (Catford‟s term) or „transposition‟ (Vinay and Darbelnet) is a translation technique involving a change in the grammar from source language to target language (Newmark, 1988: 85). In the level of cultural terms, transposition

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word. For instance, a compound keyword in English is translated as kata kunci (Phrase) in Bahasa Indonesia.

2. Modulation. Modulation is variation through a change of viewpoint, of perspective and very often of category of thought. Modulation is used when literal translation produces unnatural text.

There are two types of modulation (Machali : 2000). First, there is free or optional modulation. The example is “I cut my finger” in English. It is translated as “Jariku teriris” in Bahasa Indonesia.

Second, modulation is also considered as fixed modulation or „negated contrary‟, which is a technique that relies on changing the value of the source

language in translation from negative to posit ive or vice versa,. For example, “It isn‟t expensive” is translated to be It’s cheap.

3. Equivalence. This term is used to refer to cases where languages describe the same situation of the cultural terms. According to Newmark, this technique is applied to find the equivalence of the cultural terms. There are two conditions about this theory. First, if there is an equivalence word in the target language, the cultural word is translated by cultural word. Second, he states when there is no equivalence word, it request the use of a culture-free word (Newmark: 1988:86).

For example, an interjection “Ouch!” in English can be translated to be Aduh or Aw in Bahasa Indonesia. An English idiom “Don‟t cry over spoiled milk”

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playing hard to get is translated into jinak – jinak merpati.

4. Adaptation. This is a shift in term, character and cultural condition. Newmark (1988) states the translator can translate a source language cultural word by a target language cultural word. Baker (1992) mentions the use of this technique is useful for giving the reader a concept which s/he can identify, something familiar and appealing. Therefore, even though the translation may not be accurate, the good thing is that this technique provides a natural translation for the reader.

The example is “as white as snow” translated into “seputih kapas” not “seputih salju” because of in Indonesia there isn‟t any snow.

These basic techniques are complemented by other technique.

1. Deletion or omission. The technique is used by omitting or deleting words or other parts of the source language in the target language. In other words, the translator does not translate some parts of the source language (Suryawinata and Hariyanto, 2000:75).

Sometimes the translator applies this technique because the omitted parts do not give important meaning to the text. On the other hand, this technique sometimes produces less accurate or inaccurate translation.

For example : ST: IDP should be reviewed, updated, and changed at mid year and end

year

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tahun . The word “changed” in the target text is not translated or be omitted. So, the translation is less accurate.

F. Tourism Leaflets

Tourism is regarded as the largest and the fastest growing industry in total word-wide services. As an industry, tourism has direct impact in many sectors ; the national revenue for all tourist countries, it creates work opportunities, industries, and several investments to serve and raise nations performance and cultures, also distributes their history, civilization, and traditions.

In tourism industry, promotion is the crucial aspect. Tourism promotion is aimed at increasing the sale of tourism products. Promotion is communicating with the public in an attempt to influence them toward buying the products and/or services (www.sbinfocanada.about.com/cs/marketing/g/promotion.htm).

Tourism promotion has developed rapidly. Promotion in tourism can be done in two ways; indirect promotion (dealer promotion) and direct promotion (consumer promotion). Direct promotion includes display of the products, printed media (prospectus, folder, leaflet, and brochure). While, indirect promotion is publishing and selling activity. The direct promotions use printed media, and indirect promotions use electronic media; television, cinema, internet, and CD room (Gamal Suwantoro: 2004).

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promote which tourism product. Direct promotion offers consumers the advantages of convenience and personal attention, an example of the printed media is tourism leaflet which can be found at several places such as T.I.C (Tourist Information Centre), in the airport, railway station, bus station, and hotel as well as tourist attractions.

A leaflet is a printed sheet of paper containing information or

advertisement and usually distributed freely. A tourism leaflet is a sheet of paper containing the information of the tourist attractions which functions as a kind of guiding or added information. The tourist leaflet offers the information needed by the tourists to know more about the attractions.

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26

RESEARCH METHODOLOGY

A. Research Type and Design

In this research, the applied method is a qualitative method. The researcher only collected and classified the data and then drew conclusion without making generalization. Creswell (1998:15) defined the qualitative research as follows: “Qualitative research is an inquiry process of understanding based on distinct

methodological traditions of inquiry that explore a social or human problem. The researcher builds a complex, holistic picture, analyzes words, reports detailed views of informants, and conducts the study in a natural setting ”.

This research also employed descriptive method. This means that the research only describes a phenomenon and does not show hypothesis. Descriptive method is designed to gather information about presenting existing phenomenon. Hadi (1989: 20) defined that “Descriptive method is a method for finding facts about actual phenomenon through the process of collecting data, classifying data, analyzing and interpreting based on the analysis result ”

The researcher only investigated specific aspects of a particular case: 1) translation techniques in translating cultural terms on the Solo tourism leaflets. 2) the quality assessment in terms of accuracy and acceptability of the translation of cultural terms found in Solo tourism leaflets in English version.

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the analysis of translation techniques and the quality of translation in terms of accuracy and acceptability of cultural terms of Solo tourism leaflets.

B. Data and Source of Data

The source of data used in this research is Solo tourism leaflets, published by Tourism and Cultural Office of Surakarta in 2010. The data are the cultural terms taken from the Solo tourism leaflets and its translation in to English. The whole parts of the data which is in the form of word and phrase are used as primary data. This was because they are able to represent the whole meaning of message. The data in this research are divided into two. They are the Indonesian cultural terms and their translation in English, and the information added by the informants evaluating the quality of translation in terms of accuracy and acceptability.

The informants in this research are the one who has the information which can answer research questions and had these following qualifications:

They should master both languages, English and Bahasa Indonesia. They should have knowledge in translation field. They should have practical experience in translation. They should be willing to participate in this research by providing the

information needed. In this research, the data taken from the three informants are the

assessment of the accuracy and acceptability of the document. They rate the

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qualifications given by the researcher.

C. Methods of Data Collection

This research applied two method of collecting data. First is criterion-

based sampling technique. This research used some criteria for collecting the data. The criterion is the data in the form of word and phrase. This was because they are able to represent the whole meaning of message. The data is cultural terms on Solo tourism leaflets in Bahasa Indonesia and their translation.

In the second method is a close and open-ended questionnaire. In the closed format, the raters should give mark or score of the accuracy and the acceptability of the translation. In the open format the rates should give their comments related to the translation. In this research, the researcher involved three raters.

The raters should give the mark of the accuracy and the acceptability of the translation based on the following scales which were reformulated based from Tsujii and Nakamura in Nababan, (2003) : Table III. 1: Reformulation of the Scale of Accuracy