The Indonesian translation of food and beverage product labels : a study of readability and strategies apllied.

xv

ABSTRACT

SISTANTO, LIDYA. The Indonesian Translation of Food and Beverage Product

Labels: A Study of Readability and Strategies Applied. Yogyakarta: Department

of English Letters. Faculty of Letters, Sanata Dharma University, 2015.

Translation is a process to give information from Source Language into Target Language which has the same meaning in different language by replacing, adding, or even deleting some content from the Source Language. This study focuses on the labels of food and beverage from imported products distributed in markets, including all types of food which ready to be eaten or not. This study deals with the readability of the Target Text and translation strategies used.

There are two questions that are analyzed in this study. The first problem is to analyze the readability of various brands of food and beverage product labels. The application of readability of those product labels is very important in order to make the customers understand the switching texts from English into Indonesian. The second is to learn about the strategies applied in food and beverage product translations because without translation strategy, the data translations cannot be read and understood well. Hence, this study learns deeply about the readability and strategies applied in order to analyze each of the data translation of those food and beverage product labels.

This study applied field research method. Out of 30 data from imported products, there are 15 food products and 15 beverage products. The analysis of those was from questionnaires which were distributed to 10 respondents from different background of college students. The main purpose for collecting the data is to learn and to analyze the readability of the translation of those products.

In the final result, 23 data (11 foods and 12 beverages) were readable and 7 data (4 foods and 3 beverages) were not readable. Readable means that the text is easy to be read and understandable, while Not Readable means that those data are hard to be read and not understandable. The whole data were derived from various brands of food and beverage product labels. There are also 7 strategies from 12 strategies which applied in the process of translating those food and beverage products

xvi

ABSTRAK

SISTANTO, LIDYA. The Indonesian Translation of Food and Beverage

Product Labels: A Study of Readability and Strategies Applied. Yogyakarta:

Jurusan Sastra Inggris, Fakultas Sastra. Universitas Sanata Dharma, 2014.

Translasi adalah sebuah proses memberi informasi dari bahasa sumber ke bahasa target yang mempunyai arti sama dalam bahasa yang berbeda dengan mengganti, menambah, atau bahkan menghilangkan beberapa konten dari bahasa sumber. Studi ini mengacu pada label instruksi yang terdapat pada berbagai macam produk makanan dan minuman impor yang dipasarkan di sejumlah pasar. Studi ini berdasarkan pada teori keterbacaan didalam pemakaian bahasa target serta strategi penerjemahan yang digunakan.

Ada 2 masalah yang di teliti dalam studi ini. Rumusan masalah pertama adalah menganalisis keterbacaan dari berbagai macam merk dari label produk makanan dan minuman. Penerapan teori keterbacaan dari sejumlah label produk tersebut sangat penting agar konsumen mengerti pergantian teks dari Bahasa Inggris ke Bahasa Indonesia. Rumusan masalah kedua adalah untuk mempelajari strategi-strategi yang digunakan dalam penerjemahan label produk makanan dan minuman. Oleh karena itu, tanpa strategi terjemahan, data terjemahan tidak bisa terbaca dan dimengerti dengan baik. Studi ini mempelajari lebih dalam tentang teori keterbacaan dan strategi penerjemahan yang bertujuan untuk menganalisis satu persatu data terjemahan dari label produk makanan dan minuman.

Penelitian ini menerapkan proses penelitian lapangan. Ada 30 data dari produk impor yang dianalisis, terdiri dari 15 produk makanan, dan 15 produk minuman. Analisis didapat dari kuesioner 10 responden yang terdiri dari mahasiswa dengan berbagai latar belakang. Tujuan utama pengumpulan data adalah untuk mempelajari dan menganalisis teori keterbacaan dari penerjemahan sejumlah produk makanan dan minuman tersebut.

Pada hasil akhir, 23 data dikategorikan terbaca (11 produk makanan dan 12 produk minuman) dan 7 data dikategorikan tidak terbaca (4 produk makanan dan 3 produk minuman). Terbaca berarti bahwa data tersebut mudah dibaca dan dipahami, sementara Tidak terbaca berarti data tersebut tidak mudah dibaca dan tidak dipahami. Keseluruhan data berasal dari berbagai macam merk label produk impor makanan dan minuman. Selain itu, 7 strategi penerjemahan dari 12 strategi diterapkan dalam proses penerjemahan produk makanan dan minuman tersebut.

THE INDONESIAN TRANSLATION OF FOOD AND BEVERAGE

PRODUCT LABELS: A STUDY OF READABILITY AND

STRATEGIES APPLIED

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra

in English Letters

By:

LIDYA SISTANTO

Student Number: 114214003

ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS

FACULTY OF LETTERS SANATA DHARMA UNIVERSITY

YOGYAKARTA 2015

ii

THE INDONESIAN TRANSLATION OF FOOD AND BEVERAGE

PRODUCT LABELS: A STUDY OF READABILITY AND

STRATEGIES APPLIED

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra

in English Letters

By:

LIDYA SISTANTO

Student Number: 114214003

ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS

FACULTY OF LETTERS SANATA DHARMA UNIVERSITY

YOGYAKARTA 2015

v

STATEMENT OF ORIGINALITY

I certify that this undergraduate thesis contains no material which has been previously submitted for the award of any other degree at any university, and that, to the best of my knowledge, this undergraduate thesis contains no material previously written by any other person except where due reference is made in the text of the undergraduate thesis.

Yogyakarta, August 24, 2015

vi

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertandatangan di bawah ini, saya mahasiswa Universitas Sanata Dharma

Nama : Lidya Sistanto

No. Mahasiswa : 114214003

Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah yang berjudul:

THE INDONESIAN TRANSLATION OF FOOD AND

BEVERAGE PRODUCT LABELS: A STUDY OF

READABILITY AND STRATEGIES APPLIED

Beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin kepada saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.

Demikian pernyataan ini saya buat dengan sebenarnya. Dibuat di Yogyakarta

Pada tanggal 24 Agustus 2015

Yang menyatakan,

vii

Always give yourselves fully to the work,

because you know that your Labor in

the Lord is not in vain

~ 1 CORINTHIANS 15:58 ~

viii

If someone offers you an amazing opportunity and you’re

not sure you can do it, SAY YES! Then learn how to do it

later

RICHARD BRANSON

The greatest pleasure in life is accomplishing what

p

eople said you couldn’t do

UNKNOWN

Believe in yourself and all that you are. Know that there is something

inside you that is greater than any obstacles

CHRISTIAN D. LARSON

Success consists of going from failure to failure without loss of

enthusiasm

ix

This page is dedicated to

…

JESUS CHRIST

My Parents and My Family

All My Friends

Faculty of Letters, English Letters Department,

Sanata Dharma University

x

ACKNOWLEDGEMENTS

This page is written to offer gratitude especially to JESUS CHRIST that

because of His grace and His strength, I could finish this study in every step from

beginning until end for these 4 years. Besides, I also thank my parents and families

because of their enthusiasm and support, either verbal or financial, especially for my

parents so that I could finish this study.

After that, I would like to thank Pak Harris Hermansyah Setiajid, S.S., M.Hum, for being my advisor and leader. I thank him for always guiding me in every aspects of this study so that I could accomplish this undergraduate thesis at the right time. My second gratitude is expressed to my co-advisor, Dr. Bernardine Ria Lestari., M.Sc., for the good suggestions, and also all the lecturers and the staffs of English Letters Department of Sanata Dharma University who helped me a lot during finishing my study.

Last but not least, my greatest gratitude goes for my partner, Yuwisson

Mulyono for always cheering me up when I feel tired and upset somehow. Then, I

would like to dedicate this thesis for group SPBU Cuk!!! (Siska, Puri, Dian, Jenna,

Astrid, Tyut, and Oshi) who has given the experience of extraordinary friends

without looking for the background we come from and without pretense although sometimes we fight and misunderstand each other. I thank them for the jokes and the togetherness in our college lives.

xi

TABLE OF CONTENTS

TITLE PAGE ... ii

APPROVAL PAGE ... iii

ACCEPTANCE PAGE ... iv

LEMBAR PERSETUJUAN PUBLIKASI KARYA ILMIAH ... v

STATEMENT OF ORIGINALITY ... vi

MOTTO PAGE ... vii

DEDICATION PAGE ... ix

ACKNOWLEDGEMENTS ... x

TABLE OF CONTENTS ... xi

LIST OF TABLES ... xiv

ABSTRACT ... xv

ABSTRAK ... xvi

CHAPTER I: INTRODUCTION A. Background of the Study ... 1

B. Problem Formulation ... 3

C. Objective of the Study ... 3

D. Definition of Terms ... 4

CHAPTER II: REVIEW OF RELATED STUDIES A. Review of Related Studies ... 6

B. Review of Related Theories ... 9

1. Theory of Translation ... 9

2. Theory of Readability ... 9

3. Theory of Translation Strategy ... 11

xii

CHAPTER III: METHODOLOGY

A. Areas of Research ... 19

B. Object of the Study... 19

C. Method of the Study ... 20

D. Research Procedure ... 20

1. Types of Data ... 20

2. Data Collection ... ₂₁

3. Population and Sample ... 23

4. Data Analysis ... 23

CHAPTER IV: ANALYSIS RESULT AND DISCUSSIONS A. The Readability of Food and Beverage Product Labels... 25

1. Readable ... 26

2. Not Readable ... 38

B. Translation Strategies and Its Application on Food and Beverage Product Labels ... 45

1. Addition (Structural) ... 45

D. Transposition ... 46

2. Borrowing ... 47

a. Transliteration ... 47

b. Naturalization ... 48

E. Synonym ... 48

3. Reduction and Expansion ... 49

a. Reduction ... 49

b. Expansion ... 50

4. Addition (Semantic) ... 50

CHAPTER V: CONCLUSION ... 53

xiii

APPENDICES ... 56 APPENDIX I :Data of Imported Food and Beverage Product Labels ... 56 APPENDIX II : Readability Questionnaire ... 58 APPENDIX III : Pictures of Imported Food and Beverage Product Labels .... ₆₃

APPENDIX IV : Data Recapitulation of Readability ... 73 APPENDIX V : Data Recapitulation of Translation Strategy ... 74

xiv

LIST OF TABLES

Table 1. Nababan’s Readability Rating Instrument ... 10

Table 2. Readability’s Score Category ... 10

xv

ABSTRACT

SISTANTO, LIDYA. The Indonesian Translation of Food and Beverage Product

Labels: A Study of Readability and Strategies Applied. Yogyakarta: Department

of English Letters. Faculty of Letters, Sanata Dharma University, 2015.

Translation is a process to give information from Source Language into Target Language which has the same meaning in different language by replacing, adding, or even deleting some content from the Source Language. This study focuses on the labels of food and beverage from imported products distributed in markets, including all types of food which ready to be eaten or not. This study deals with the readability of the Target Text and translation strategies used.

There are two questions that are analyzed in this study. The first problem is to analyze the readability of various brands of food and beverage product labels. The application of readability of those product labels is very important in order to make the customers understand the switching texts from English into Indonesian. The second is to learn about the strategies applied in food and beverage product translations because without translation strategy, the data translations cannot be read and understood well. Hence, this study learns deeply about the readability and strategies applied in order to analyze each of the data translation of those food and beverage product labels.

This study applied field research method. Out of 30 data from imported products, there are 15 food products and 15 beverage products. The analysis of those was from questionnaires which were distributed to 10 respondents from different background of college students. The main purpose for collecting the data is to learn and to analyze the readability of the translation of those products.

In the final result, 23 data (11 foods and 12 beverages) were readable and 7 data (4 foods and 3 beverages) were not readable. Readable means that the text is easy to be read and understandable, while Not Readable means that those data are hard to be read and not understandable. The whole data were derived from various brands of food and beverage product labels. There are also 7 strategies from 12 strategies which applied in the process of translating those food and beverage products

xvi

ABSTRAK

SISTANTO, LIDYA. The Indonesian Translation of Food and Beverage

Product Labels: A Study of Readability and Strategies Applied. Yogyakarta:

Jurusan Sastra Inggris, Fakultas Sastra. Universitas Sanata Dharma, 2014.

Translasi adalah sebuah proses memberi informasi dari bahasa sumber ke bahasa target yang mempunyai arti sama dalam bahasa yang berbeda dengan mengganti, menambah, atau bahkan menghilangkan beberapa konten dari bahasa sumber. Studi ini mengacu pada label instruksi yang terdapat pada berbagai macam produk makanan dan minuman impor yang dipasarkan di sejumlah pasar. Studi ini berdasarkan pada teori keterbacaan didalam pemakaian bahasa target serta strategi penerjemahan yang digunakan.

Ada 2 masalah yang di teliti dalam studi ini. Rumusan masalah pertama adalah menganalisis keterbacaan dari berbagai macam merk dari label produk makanan dan minuman. Penerapan teori keterbacaan dari sejumlah label produk tersebut sangat penting agar konsumen mengerti pergantian teks dari Bahasa Inggris ke Bahasa Indonesia. Rumusan masalah kedua adalah untuk mempelajari strategi-strategi yang digunakan dalam penerjemahan label produk makanan dan minuman. Oleh karena itu, tanpa strategi terjemahan, data terjemahan tidak bisa terbaca dan dimengerti dengan baik. Studi ini mempelajari lebih dalam tentang teori keterbacaan dan strategi penerjemahan yang bertujuan untuk menganalisis satu persatu data terjemahan dari label produk makanan dan minuman.

Penelitian ini menerapkan proses penelitian lapangan. Ada 30 data dari produk impor yang dianalisis, terdiri dari 15 produk makanan, dan 15 produk minuman. Analisis didapat dari kuesioner 10 responden yang terdiri dari mahasiswa dengan berbagai latar belakang. Tujuan utama pengumpulan data adalah untuk mempelajari dan menganalisis teori keterbacaan dari penerjemahan sejumlah produk makanan dan minuman tersebut.

Pada hasil akhir, 23 data dikategorikan terbaca (11 produk makanan dan 12 produk minuman) dan 7 data dikategorikan tidak terbaca (4 produk makanan dan 3 produk minuman). Terbaca berarti bahwa data tersebut mudah dibaca dan dipahami, sementara Tidak terbaca berarti data tersebut tidak mudah dibaca dan tidak dipahami. Keseluruhan data berasal dari berbagai macam merk label produk impor makanan dan minuman. Selain itu, 7 strategi penerjemahan dari 12 strategi diterapkan dalam proses penerjemahan produk makanan dan minuman tersebut.

1

CHAPTER I

INTRODUCTION

A. Background of the Study

This research topic belongs to the Indonesian translation of food and beverage product labels since there are many various kinds of food and beverage products from variety brands and factories which are sold in all markets in Indonesia. Food and beverage products are widely distributed among Indonesian society through markets, or even supermarkets from middle to upper class. Products offered are addressed to all groups of children to adults. In connection with it, the language used in the food and beverage product labels also consists of two languages: English and Indonesian.

English language is worldwide and sometimes becomes the daily language among the Indonesian people, food and beverage product labels use two languages to describe the types of the product because not only Indonesian people who consume, but there are also foreign tourists in Indonesia. Therefore, those products are available in both languages: English as the source language (SL) and Indonesian as the target language (TL). If it can be observed further, there are some phrases which are written directly as target language (TL) on the labels that do not fit into the original language (SL) and also do not give clear information and good translation.

For example:

Code ST Code TT

24/ST/B24 Soy Milk 24/TT/B24 Minuman Kedelai

This phenomenon can be found nearly in every part in the world and have to be noticed, especially in Indonesia. Actually, the word Milk must be translated into Susu rather than Minuman, because Minuman is derived from word Drink. This phenomenon should be notedso that there will be no misunderstanding and misleading knowledge in the daily life.

The relation between translation and product labels is food and beverage product labels are important in the market distribution because the instruction labels on those packages contain and emphasize the information about the kinds of the product like nutrition health, flavor, and quality. It helps readers to understand the kinds of the product that will be bought by seeing the labels of those products. Without information and translation of the labels, the consumers do not know what kinds of products which will be consumed. To sell food and beverage products, the translation of those labels must be clear and easy to read, and easy to understand.

It is worth analyzing because for the translators, the ability to write well in the language, thoroughness, and research skills are essential; we cannot translate language without knowing the message of the source language (SL). The topic of this research is to find the readability of the

translation in food and beverage product labels because it is very crucial in human daily life and to learn deeply about the strategies applied on the translation of those product labels. There are 30 data which divided into 15 food products and 15 beverage products. The amount of data is based on a filtering data in accordance with the theory of readability.

The theory of readability is applied to make the translation of those products are fully-understood by the readers. Therefore, the application of readability theory of food and beverage product labels is very important in order to make the readers understand the translated-texts from English to Indonesian. The strategies are also applied when literal translation does not work properly, and to make the translation process becomes well-arranged and can be read by the readers.

B. Problem Formulation

1. How is the readability in translation of Food and Beverage Product Labels?

2. What are the strategies applied in Food and Beverage Product Labels translation?

C. Objectives of the Study

This study aims at observing the readability of food and beverage product labels (imported). First, the theory of readability is to find whether the

translation of those product labels is readableor not readable by the readers by distributing the questionnaires for the students from different study programs.

Second, it also aims to find the translation strategies which are applied by the translators to translate those food and beverage product labels to avoid the literal translation and to make the translation can be read, understood, and also looks natural.

D. Definition of Terms

There are some terms often found in this research. In order to prevent misunderstanding and misinterpretation on certain terms, those terms will be explained first. They are Readability, Translation Strategy, Label, Food, and Beverage.

Readability refers to how people can simply understand the meaning

of a text (Nababan, 1999: 62). In addition, readability is to show if the texts are readable by the readers or not. It can also be described as: The texts must be fully understood by the Target Language readers.

Translation Strategy refers to a translator’s way to translate a word,

or a group of word, or even a full sentence if the sentence cannot be broken down into smaller units to be translated (Suryawinata, 2003: 67). It can also be defined as the process of transferring written text from one language into another language in any references which can be translated.

Label refers to a word or phrase applied to a person, group, etc

especially one that is not quite true or accurate. It can also be explained as some words or phrases that is used to describe somebody/something in a way that seems too general, unfair or not correct (Oxford 1995:658)

Food refers to any substance that people or animals eat or drink, or

that plants absorb, to maintain life and growth (Oxford 1995:457). Thus, food can also be defined as any substance consumed to provide nutritional support for the human body. It is classified by grains, vegetables, fruits, nuts and seeds, spices and herbs, and animals.

Beverage refers to any type of drink except water, for examples: milk,

6

CHAPTER II

THEORETICAL REVIEW

A. Review of Related Studies

This chapter focuses on the study of readability and theory of translation strategy which considers the related studies and related theories which will be used in the analysis. There are three related studies which discussed. The first is Rento Ari Nugroho in his undergraduate thesis “The Translation of English Song “Shout to the Lord” into “Nyanyi dan Bersoraklah” in Bahasa Indonesia: A Study of its Accuracy, Acceptability, Readability, and Style”. The second is Chatarina Dini Dwi Astuti in her undergraduate thesis “The Translation of English Adverbial Clauses in Harry Potter and the Chamber of Secrets into Harry Potter dan Kamar Rahasia: A Study on the Accuracy, Readability, and Strategies Applied”. The third is Christian Rama Yudha Prasetyo in his undergraduate thesis “The Methods in Translating Gothic Context in Poe’s “The Masque of the Red Death” into “Setan Merah”. Those related studies are chosen to compare others’ work to this research, and the related theories are used to analyze the process of the translation.

Rento Ari Nugroho, in his undergraduate thesis, discusses about the accuracy, acceptability, readability, and style of English Song “Shout to the

Lord” into “Nyanyi dan Bersoraklah” in Indonesian. Nugroho focuses on the translation in the English gospel song“Shout to the Lord”. The conclusion of the undergraduate thesis is the translation from English into Indonesian is quite good, acceptable, readable, and gave more sense to the translation work. Even though Nugroho’s undergraduate thesis also focuses on readability, it has another different focus and different object from Nugroho’s. Nugroho focused on the accuracy, acceptability, readability, and also style of an English gospel song, while this studyonly discusses on readability and another translation process, which is the theory of translation strategy.

Chatharina Dwi Astuti discusses about the accuracy, readability, and strategies applied in the translation of English Adverbial Clauses in “Harry Potter and the Chamber of Secret” into “Harry Potter dan Kamar Rahasia”. Astuti focuses on the translation of the Source Language into Target Language used in the translation process. The conclusion of this undergraduate thesis is the translation from English to Indonesian is accurate, readable, and the strategies which applied are suitable to create the translation of her study.

Astuti’s undergraduate thesis has similar focuses in dealing with readability and strategies applied. Even it has two similar focuses; it also has another different focus. Astuti observed the accuracy, readability, and also the strategy of translation while this study only discusses the readability and strategies applied. However, the method of finding the readability is different

from Astuti’s thesis.

Christian Rama Yudha Prasetyo, in his graduated thesis, discusses about the readability of the Indonesian version of the gothic terms in “The

Masque of the Red Death”, and it also analyzes the method applied in the most translation of gothic terms. There are five methods used in those translations of gothic terms: Exociticism, Cultural Borrowing, Calque, Communicative Translation, and Cultural Transplantation. The conclusion of this undergraduate thesis is the communicative method is readable to translate the gothic terms.

The similarity between Prasetyo’s thesis and this research is the focus of the study. The focus of his research is the readability of gothic terms and methods which are applied in translating those gothic terms, while this research also analyzes the readability and methods in food and beverage

product labels’ translations. The difference is the terms between Prasetyo’s thesis and this research, Prasetyo analyzed the book from Poe and this research analyzed the food and beverage product labels.

B. Review of Related Theories

1. Theory of Translation

Catford (1965:1) in “A Linguistic Theory of Translation” defines translation as an operation performed on language for a text in another.

Newmark (1981:7) in his book “Approaches to Translation” states translation is a craft consisting of the attempt to replace a written message and/or statement in one language by the same message and/or statement in another language.

From those definitions, it can be concluded that translation is the process of substituting one language into another/other language.

2. Theory of Readability

According to Sakri, Readability refers to the easy degree of a text to be understood (1993:135) in Nababan (1999:62). It can be summarized that readability is how easily written materials can be read and understood.

Based to Nababan’s in Strategi Penilaian Kualitas Terjemahan in Jurnal Linguistik Bahasa, the focus on the readability in translation needs to consider some readability indicators and the score category of readability. The relation between translation and readability: Readability is also used in translation because translating is always related to reading. Basically, in translation context, the readability is not only related to the

readability of the target language text. This is appropriate with the reality of every translation process which always involves two languages at once.

The indicator is used to assess the readability of the technical term comes from Nababan:

Table of Readability Indicator

Table 1. Nababan’s Readability Rating Instrument (modified and translated)

Score Readability Indicators

1 The TT text is easy to be read and understood, as well as providing a correct information 2 The TT text cannot be read and understood, and

also does not provide a correct information

The table above is applied to calculate the average score for measuring

the terms of readability by Nababan’s Rating Instrument (modified) in the

translation.

Table Readability’s Score Category Table 2. Readability’s Score Category

Score Category

1-1.5 Readable

1.6-2 Not readable

The score category above is based on the total score in each data divided by total of the respondents. The score 1-1.5 indicates that the

translation is readable; meanwhile the score 1.6-2 indicates that the translation is not readable. Those readability indicators and scoring system will be used to determine whether the translations process of food and beverage product labels are readable or not.

3. Theory of Translation Strategy

According to Suryawinata and Hariyanto, translation strategy is a

translator’s way to translate a word, or a group of word, or even a full

sentence if the sentence cannot be broken down into smaller units to be translated (2003: 67).

The perspective translation strategy comes from Suryawinata and Hariyanto. The translation strategy is used to arrange the translation process properly and to transfer Source Text (ST) into Target Text (TT). It is divided into two types. The first is Structural Strategy; a strategy which related with structural perspective: addition, subtraction, and transposition. The second is Semantic Strategy; a strategy which related with consideration of meaning (2003:67).

a. Structural Strategy

There are 3 basic strategies related to structural problem which divided into three categories: Addition, Subtraction, and Transposition. (Suryawinata 2003:67-69)

i. Addition

This strategy is used to add some words in the Source Language (SL) because the SL needs some words to be accepted as a must.

For example:

SL: Saya guru

TL: I am a teacher

The word “am” and “a” must be added in order to make the Target Language (TL) can be accepted.

ii. Subtraction

Subtraction means omitting some structural elements in the Target Language (TL)

For example:

SL: You should go home SL: Her husband is an engineer

TL: Kamu mesti pulang TL: Suaminya insinyur

The structural elements of “go” and “is an” are omitted from the Target Text (TT).

iii. Transposition

In this strategy, the translators change the original structure of Source Language (SL) in the Target Language (TL) sentence to get the same

meaning. The changes of the structure can be plural into singular, adjective phrase, or the whole sentences.

For example:

SL: Musical instruments can be divided into two basic groups

TL: Alat music bisa dibagi menjadi dua kelompok dasar

From the example above, the plural word in the Source Language (SL) into singular in the Target Language (TL). “Instruments” (plural) is changed into “alat” (singular). Similarly the word “groups” is translated into “kelompok”, not “kelompok-kelompok”.

b. Semantic Strategies

Semantic strategy is a translation strategies related with the meaning. Those strategies are focusing in the words, phrases, clauses, and sentences. Semantics strategies are divided into 9 strategies. Those are Borrowing, Cultural Equivalent, Descriptive Equivalent, Synonym, Official Translation, Reduction and Expansion, Additional, Omission, and Modulation (Suryawinata 2003:70-76).

i. Borrowing

Borrowing is a translation strategy whereby the translators use a word or expression from Source Language in the Target Language. The reason of using this strategy is to show the respect through the words.

Another reason is because there is no equivalence in the Target Language.

There are two kinds of borrowing strategy. First is Transliteration: keeping the Source Language in its original form, either the sound or spelling. Second is Naturalization: by naturalization, the Source

Language word’s sound and spelling are adapted into the Target

Language. For example:

Source Language Transliteration Naturalization

Mall Mall Mall

Sandal Sandal Sandal

Orangutan Orangutan Orangutan

ii. Cultural Equivalent

In this strategy, the translators use the cultural word of SL to change the cultural word of Target Language.

For example:

The Indonesian words ”Jaksa Agung” is translated as “Attorney General” in English, not “Great Attorney”.

iii. Descriptive Equivalent and Componential Analysis

This strategy is used because the Source Language (SL) is related with the cultural of SL. It is expressed through description and function. This strategy is usually placed in the glossary.

For example:

The Japanese word “Samurai” is described as “Japanese aristocracy

from eleventh to nineteenth century”.

iv. Synonym

This strategy is used when the translators use the more or less the same meaning for the Source Language (SL).

For example:

SL: What a cute baby you’ve got! TL: Alangkah lucunya bayi Anda!

The word “cute” is translated into “lucu” because they are synonym. Cute is an attractive child, and Lucu is a child who is attracting people to stare at them. The relation between Cute and Lucu is an attractive

child to get the other’s attention.

v. Official Translation

This strategy is usually applied in the formal translation. Therefore, the translators translate a text from another language by using a

manual book “Pedoman Pengindonesiaan Nama dan Kata Asing”

published by Pusat Pengembangan dan Pembinaan Bahasa, Depdikbud R.I.

For example:

“Read-only memory” is translated into “Memori Simpan Tetap”

vi. Reduction and Expansion

Reduction means reducing the Source Language (SL) component. For example:

The word “automobile” is translated into ”mobil”. Here, the word element (“auto”) is omitted.

The expansion is the opposite of reduction. Here, the word component is expanded in the Target Language (TL).

For example:

The word “Whale” is translated into “Ikan Paus”. If there is no expansion in the TL, then it means Pope.

vii. Addition

In this strategy, the translator gives more information for the Target Language (TL) readers. It may come in the text, bottom of the text, or the end of the text.

SL: The skin, which is hard and scaly, is greyish in color, thus helping to camouflage it from predators when underwater.

TL: Kulitnya, yang keras dan bersisik, berwarna abu-abu. Dengan demikian, kulit ini membantunya berkamuflase, menyesuaikan diri dengan keadaan lingkungan untuk menyelamatkan diri dari predator, hewan pemangsa, jika berada dalam air. (Suryawinata 2003:75)

viii. Omission

Omission means deleting a word from Source Language (SL) in the Target Language (TL) text. This strategy is used when the words meaning is not really important for the development of the text.

For example:

SL: “Sama dengan raden ayu ibunya,” katanya lirih

TL: “Just like her mother,”she whispered

Here, the word “Raden Ayu” is not translated in the Target Language (TL)

ix. Modulation

Modulation is a strategy to translate the phrases, clauses, or sentences. Here, the translators use the different point of view to see the

sentences in the Source Language (SL). This strategy is used if the literal translation of the words does not create a natural translation. For example:

SL: I broke my leg

TL: Kakiku patah

For the example above, the translators view the translation problem from the object (Kaki), not from the subject (Saya). It becomes a must in Indonesian language.

C. Theoretical Framework

The definitions of translation from Catford and Newmark, the theory of Readability from Sakri, and the theory of translation strategy from Suryawinata are applied in this research as the ground topic. The purposes of this research to define what the theory of readability and the theory of strategies are. The theory of Readability from Sakri (1993:135) in Nababan (1999:62) is applied to answer the first problem formulation while the theory of translation strategy from Suryawinata (2003:70-76) are used to answer the second problem formulation.

19

CHAPTER III

METHODOLOGY

A. Areas of Research

The area of this research is from text analysis and the translation especially in the target text analysis. It focuses on the analysis of the target text itself and examines the various aspects which might be the cause of translation problem. The analysis of translated texts involves the textual comparison of a translation with its original (Williams and Chesterman, 2002:6). It deals with several translations into the same language or different language, or even the same language. This area of research also focuses on the aspects to do this research. This research used this area of research to analyze the text translations applied in the food and beverage product labels.

B. Object of the Study

The main object of this study was words and phrases in food and beverage product labels from imported products. Imported product is a good brought from

the foreign country into one’s own country. Those food and beverage product

labels are commonly distributed in all markets which sell many imported product brands, for example Carrefour, Circle K, Giant, Hero etc, and it also addressed into general category from teenagers to adults.

C. Method of the Study

The method taken in this study was the combination of two kinds of methods. Those were the field research aimed at collecting primary data, by distributing questionnaires for the respondents. Field research was used to find the readability of translation in food and beverage product labels through the questionnaires.

The other method which was done in this research was library research. It was needed to obtain any information and theories to support the analysis in this study. Library research was used to find out the analysis of the translation strategies applied on this case of translations.

The data examined in this thesis are primary data, meaning that the data were collected by the researcher.

D. Research Procedure

1. Types of Data

In this study, there were two kinds of data:

a. Objective Data

The objective data used in this research were all the kinds of imported food and beverage product labels from various brands which distributed in all markets. The temporary data were 30 items consist of 15 food products and 15

Indonesian.

b. Affective Data

The affective data on this research were collected from 10 respondents of various backgrounds. All respondents are students from various study programs, such as Economics, Psychology, Engineering, and Biology.

2. Data Collection

The data on this research were taken from the texts and questionnaires. The data were collected from the text in the form of words and phrases which found in various food and beverage product labels. The researcher collected the data by taking picture of the food and beverage product labels, and then comparing the English as the Source Text (ST) and Indonesian as the Target Text (TT). The main purpose for collecting the data is to learn and to analyze the readability of the translation of those products.

The data were arranged in table and presented as follows:

Table 3. Examples of Data Code

Code ST Code TT

1/ST/F1 Whole Black Beans 1/TT/F1 Kacang Hitam Dalam Saus Cabe dan Tomat 16/ST/B16 Original Apple &

Passion Fruit

16/TT/B16 Sari Buah Campuran Apel dan Markisa

in which,

1 : Number of Data ST : Source Text TT : Target Text F : Food Product B : Beverage Product

After the data in the Source Text (ST) and the Target Text were coded, then the next step was distributing the questionnaires to the respondents. The questionnaires were given directly to the respondents to measure the readability and there were 10 respondents with different background, such as Economics, Psychology, Engineering, and Biology. The respondents gave the category for each data and then the data were analyzed used Nababan’s rating instrument with modification to measure the readability. The categories were put in the table as follows:

Kode Teks R NR

1/TT/F1 Kacang Hitam dalam Saus Cabe dan Tomat in which,

R : Readable NR : Not Readable

The population for this study was 30 data which consists of food and beverage product labels from imported products. All the data were analyzed.

4. Data Analysis

There were two steps used in order to answer and analyze the problem formulations showed in the first chapter. First, to find out the translation readability of words and phrases related to imported food and beverage product labels from source text into target text, and the data were sorted and arranged in the table. And then the data were assessed through the questionnaires by using the readability theory and score which was made based on M.R Nababan translation

indicator assessment on “Strategi Kualitas Terjemahan” in Jurnal Linguistik Bahasa. The readability was determined based on Nababan’s readability indicator and score.

Second, to find out the translation strategies applied in the translating process, the translation strategies proposed by Suryawinata were used in this study.

The example of the analysis table as follows:

No Code Data Readable Score

Translation Strategy

1 7/TT/F7 Mie Instan Rasa Kimchi

applied is Transliteration. The translation strategy was analyzed by using Suryawinata and Hariyanto’s classification.

25

CHAPTER IV

ANALYSIS RESULT AND DISCUSSIONS

This chapter deals with the analysis of the readability and the translation strategies. The first part discusses the readability. The analysis of readability is done partly by distributing the questionnaires to ten respondents who have certain qualifications. They are college students who come from any departments and have the ability to understand Indonesian language well. The research assessed about 30 data.

The second part discusses the translation strategies applied in the food and beverage product labels. The strategies applied to help the researcher to find how readable the translation from Source Text (ST) into Target Text (TT) is.

A. The Readability of Food and Beverage Product Label

The readability indicator is based on Nababan’s readability rating instrument with modification. There are two categories of readability, which are Readable (R), and Not Readable (NR). The study found that there are 23 data which are readable (R) by average score of 1-1.5 and 7 data which are not readable by average score from 1.6-2 (NR). They are also divided based on the range in each category.

1. Readable (1-1.5)

From 30 data, there are 23 data which are readable from 10 respondents. Furthermore, all the data are considered readable because each data is clear, understood, and easy to be read by the readers. Below are the data which are categorized as readable.

Readable Score: 1

Code ST Code TT

7/ST/F7 Kimchi Ramyun Noodle Soup

7/TT/F7 Mie Instan Rasa Kimchi

This translation is readable because the meaning is matched with Source Text (ST) and the respondents understand the message of the product. The meaning in Target Text (TT) has not changed. The word Ramyun in Indonesia means Ramen and the word Kimchi cannot be translated because it is the kind of food in Korea that does not have Indonesian equivalence. Kimchi is a traditional Korean food, one type of pickled vegetables flavored fermented spicy. Although Kimchi does not have Indonesian equivalence, most people understand what it is.

Code ST Code TT

This translation is understood perfectly indicated by the average score 1. The phrase Jagung Manis in Indonesia means a corn which tastes sweet. The readers understand Jagung Manis well, although if we see the ST, it actually is Creamy Styled. Creamy Styled Corn is made from fresh scraped corn, butter, half-and-half, and seasonings, and it is an almost soupy version of sweet corn.

Code ST Code TT

25/ST/B25 Milkis Melon 25/TT/B25 Minuman Soda Rasa Melon

The translation above is readable because the translation in Target Text is understood by the readers. Milkis is a beverage product which contains many traditional carbonated beverages such as corn syrup, sugar, and carbonated water with milk to create a creamy taste. The translation in the Target Text (TT) is also understood enough because the kind and the flavor of the product are also described in detail and provide the clear information.

Code ST Code TT

30/ST/B30 Original Grape and Guava

30/TT/B3 0

Sari Buah Campuran Anggur dan Jambu

This translation is readable because the reader can understand the meaning of Source Text (ST) completely. The phrase Sari Buah Campuran Anggur dan Jambu has an exact meaning of Original Grape and Guava. Actually its phrase can be translated into Buah Jambu dan Anggur Asli, but to emphasize what kind of the product is, then the translation becomes Sari Buah Campuran Anggur dan Jambu.

Code ST Code TT

2/ST/F2 Tom Yum Paste 2/TT/F2 Bumbu Tom Yam (Pasta)

The average score 1.1 indicates that most respondents understand the translation, but it is not agreed by all respondent. The phrase Tom Yum Paste is translated into Bumbu Tom Yam (Pasta). The word Bumbu is added first in order to give further information to the word Pasta. Pasta is the adhesive substance that was sticky. What is meant here is the spice that is usually mixed with Spaghetti. The word Bumbu is placed first to ease the readers for understanding the translation.

Readable Score: 1.1

Code ST Code TT

5/ST/F5 Dark Soya Sauce

The translation above shows that the translation is readable. Kecap Hitam comes from Dark Soya Sauce. It is categorized as readable because the content in Target Text (TT) delivered the meaning of Source Text (ST). The Target Text will be understood if it’s changed into Kecap Hitam, instead of Saus Kedelai Hitam, because in Indonesia, Kecap is more understandable. Then, the word Dark is translated into Hitam, not Gelap, because it explains the color of the soya sauce.

Code ST Code TT

12/ST/F12 Sweet and Sour Hot Bean Paste

12/TT/F12 Saus Kedelai Rasa Manis dan Pedas

The translation above is considered as readable by the respondents. The Target Text (TT) delivers the meaning of the Source Text (ST) not too complicated. The phrase Sweet and Sour Hot Bean Paste is translated into Saus Kedelai Rasa Manis dan Pedas. The word Saus belongs to Paste. Besides, what to analyze is Sour. The word Sour does not have any translation in the TT, but the readers still understand and the translation is readable. The translation has a little bit difference from the ST, but it is still readable.

Code ST Code TT

17/ST/B17 Cranberry Juice Cocktail

17/TT/B17 Minuman Sari Buah Cranberry

The translation above is categorized into readable. The word Cocktail in Indonesian means Koktil, but it’s impossible to be changed into that word since it does not have meaning in Indonesian. Cocktail is an alcoholic drink consisting of a spirit or several spirits mixed with other ingredients, such as fruit juice, lemonade, or cream. So, the Target Text (TT) Minuman Sari Buah Cranberry will be proper if it’s changed into Minuman. In other hand, the word Cranberry does not have other name because it is the original name of the fruit, and cannot be changed.

Code ST Code TT

19/ST/B19 Pomegranate Juice Drink

19/TT/B19 Minuman Rasa Buah Delima

The translation above is readable although there is word addition. The phrase Minuman Rasa Buah Delima is derived from Pomegranate Juice Drink. In Indonesian, Pomegranate is Delima, and Juice Drink here is translated into Minuman. For the word Rasa, it become an addition in the Target Text (TT) to give the information that this product is made from fruit called Pomegranate. By looking on the Target Text (TT), the readers already know that the flavor of this beverage product is Pomegranate.

Code ST Code TT 21/ST/B21 Soy Drink

Chocolate Flavour

21/TT/B21 Minuman Kedelai Rasa Coklat

In this translation above, the phrase Soy Drink Chocolate Flavor is transferred into Minuman Kedelai Rasa Coklat is considered as Readable from the questionnaires even the translation into Target Text (TT) should be arranged first to make a better translation. Soy is Kedelai, Drink is Minuman, Chocolate is Coklat, and Flavor is Rasa. To make a good translation, it is arranged into Minuman Kedelai Rasa Coklat.

Code ST Code TT

27/ST/B27 Pomegranate Apple Splitzer

27/TT/B27 Sari Buah Campuran (Apel-Delima dan

Elderberry)

This translation is categorized as Readable from the questionnaires. It still can convey the message from Source Text (ST) into Target Text (TT). The word Splitzer doesn’t have meaning in English. The phrase Pomegranate Apple Splitzer is translated into Sari Buah Campuran (Apel-Delima dan Elderberry). The word Elderberry doesn’t exist in the Source Text (ST) because in the ST, the words which exist are Pomegranate and Apple, and there is no Elderberry. Elderberry is added in order to give further information of that beverage product.

Readable Score: 1.2

The translation above is readable, but the Target Text (TT) is different from Source Text. There are 2 respondents from 10 respondents who did not agree with the translation in the Target Text (TT). The translation into Target Text (TT) is quite confusing and inconsistent. For example the word Preserved doesn’t exist in the Target Text (TT). However, Preserved is to keep something in its original state or in a good condition. The purpose of using the word Preserved is to emphasize the Target Text (TT) Kacang Hitam Dalam Kaleng. All the foods which are stored in a tin must be preserved, same with the related product above. That’s why Preserved is used in order to give sense of the Source Text (ST) even it doesn’t translated in Target Text (TT).

Code ST Code TT

4/ST/F4 Rice Crackers 4/TT/F4 Krekers Beras

In the translation above, the word Crackers is translated as Krekers. The meaning of the word Rice is Beras, not Nasi. For the word Krekers, it comes from Malaysia, but Indonesian people still can understand what

Code ST Code TT

3/ST/F3 Black Bean Preserved

3/TT/F3 Kacang Hitam Dalam Kaleng

kind of the product is. Furthermore, the translation above is considered as Readable by the respondents even it has different language target in the Target Text (TT).

Code ST Code TT

11/ST/F11 Unsalted Butter 11/TT/F11 Mentega Tawar

In the translation above, the phrase Unsalted Butter is converted into Mentega Tawar. Actually this translation is little bit excessive because no need to add the word Unsalted because all people already know that butter is unsalted. It may mean as butter which doesn’t contain fat. For the clear explanation, Mentega comes from Butter, and Tawar comes from Unsalted. Nonetheless, this translation is considered Readable by the respondents.

Code ST Code TT

13/ST/F13 Whole Kernel Corn

13/TT/F13 Jagung Dalam Kemasan

The translation above is considered readable by the respondents although there are words which are not in accordance with the Source Text (ST). For example the word Kernel, there is no translation for that word because

Kernel is the edible part inside the outer shell of a nut or the stone of a fruit. The conclusion is: the readers understand, but after looking at the Source Text (ST), the meaning becomes different.

Code ST Code TT

26/ST/B26 Blueberry Pomegranate –

Sparkling Lemonade

26/TT/B26 Minuman Berkarbonasi Rasa Blueberi, Delima,

dan Lemon

The translation above has a quite complicated translation both in the Source Text (ST) and Target Text (TT) because there are words which don’t fit with the Source Text (ST). The phrase Blueberry Pomegranate – Sparkling Lemonade is transferred into Minuman Berkarbonasi Rasa Blueberi, Delima, dan Lemon. However, there is no translation in word Minuman Berkarbonasi, but it comes from the word Sparkling which does not fit with that phrase. Nevertheless, the translation still considered as Readable.

Readable Score: 1.3

Code ST Code TT

8/ST/F8 Cocktail Onions 8/TT/F8 Acar Bawang

The translation above has several different words in the Source Text (ST). For example the word Cocktails does not have any translation in the Target Text (TT). Cocktail is an alcoholic drink consisting of a spirit, or several spirits, mixed with fruit juice. Meanwhile, Acar is food which contains of vinegar from slices of cucumber, carrots, onions, peppers, pineapple, jicama, or mustard leaf, commonly eaten with rice. This whole translation is incomplete because not all the words from the Source Text (ST) are transferred well even its categorized into Readable; it is still understandable for the readers.

Code ST Code TT

9/ST/F9 Curry Tuna 9/TT/F9 Tuna Dalam Bumbu Kare

The translation above has a lot of questions if looking at the Target Text (TT), especially for the phrase Dalam Bumbu Kare. This translation raises a lot of questions for the reader but it still categorized as Readable though somewhat confusing. Which makes confusion is the whole translation in the Target Text (TT). It has a various meaning for the readers whether the Tuna itself is immersed in a curry or simply flavored with curry.

Code ST Code TT

16/ST/B16 Original Apple & Passion Fruit

16/TT/B16 Sari Buah Campuran Apel dan Markisa

The translation above has a word that is not necessary although its word still can be used. What is meant here is the word Campuran from the phrase Sari Buah Campuran Apel dan Markisa. The using of the word Campuran is actually not needed, but to clarify the translation further, then that additional word is inserted.

Code ST Code TT

20/ST/B20 Soy Drink With Black Sesame

20/TT/B20 Minuman Kedelai Dengan Wijen

In the translation above, the sentence in the Target Text (TT) can be understood and considered as Readable. The meaning in the Target Text can be read by the readers well, but there is an infelicity for the phrase Minuman Kedelai. What it means by that phrase is still being questioned whether the kind of that product is milk or something, and the word Susu is more advisable. Moreover, there is no translation for the word Black in the Target Text (TT).

Code ST Code TT

24/ST/B24 Soy Milk 24/TT/B24 Minuman Kedelai

The translation above has a similar problem with the previous one. The sentence in the Target Text still can be read and understood, but the deeper meaning of Minuman Kedelai. The word Minuman Kedelai is very rarely used because it contains a different meaning, but it still accepted by the Indonesian people, especially by the readers.

Readable Score: 1.4

Code ST Code TT

23/ST/B23 Thai Tea Drink 23/TT/B23 Minuman Teh Rasa Susu

The translation above is excessive and not complete. There are 4 respondents from 10 respondents who did not agree with the translation in the Target Text (TT). The phrase Minuman Teh Rasa Susu, however, can be simply made into Teh Susu, no need to add the word Minuman and Rasa. For the incomplete part, there is no explanation for the word Thai in the Target Text (TT). It should be translated, so the readers will know where the product comes from because it explains the originality of the product.

Readable Score: 1.5

Code ST Code TT

22/ST/B22 Fat Dairy Desserts With Blueberries and

Sweeteners

22/TT/B22 Susu Fermentasi Rasa Blueberry Bebas Lemak

The translation above is too much excessive and not complete. There are 5 respondents from 10 respondents who did not agree with the translation in the Target Text (TT). The sentence Susu Fermentasi Rasa Blueberry Bebas Lemak is too long and rambling. Actually those sentences may be converted into such a short sentence, so the readers will not be lazy to read. Besides, there is no translation for the word Sweeteners in the Target Text (TT).

2. Not Readable (1.6-2)

From the data recapitulation, the researcher found that there are 7 data from 30 data which are not readable based on Nababan’s readability indicator. They are calculated by the respondents’ rating. Below are the not readable data categorized by each score from 1.6-2.

Not Readable Score: 1.6

Code ST Code TT

6/ST/F6 Canned Pork Luncheon Meat

6/TT/F6 Luncheon Daging Babi

Datum 6/TT/F6 is considered as not readable by 6 respondents from 10 respondents. The translation is hard to understand because there is no explanation for the word Luncheon in the Target Text. Luncheon is derived from English which means a formal lunch or a formal word for lunch. Without a complete translation in the Target Text (TT), the message of the product cannot be delivered. The most possible translation for the sentence above is Daging Babi Olahan. The sentence Luncheon Daging Babi cannot give the clear information for the readers. Luncheon is not translated into Indonesian language because it is not possible to put the long explanation in the label. So, the alternative suggested translation is Daging Babi Olahan, instead of Luncheon Daging Babi.

Code ST Code TT

10/ST/F10 Princes Anchovy Fillet

in Olive Oil

10/TT/F10 Potongan Ikan Haring Dalam Minyak Zaitun

From the datum 10/TT/F10, there are 6 respondents from 10 respondents who did not agree with the translation in the Target Text (TT). The

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

29/ST/B29 Lychees in Heavy Syrup

29/TT/B29 Buah Leci Dalam Sirup

The datum 29/TT/B29 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

28/ST/B28 Mango Nectar 28/TT/B28 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

1/ST/F1 Whole Black Beans

1/TT/F1 Kacang Hitam Dalam Saus Cabe dan Tomat

Datum 1/TT/F1 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

14/ST/F14 Whole Mushrooms in

Brine

14/TT/F14 Jamur Kancing Dalam Larutan Garam

The translation above from the datum 14/TT/F14 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

18/ST/B18 Roasted Coconut Juice

18/TT/B18 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

3/ST/F3 Black Bean Preserved

3/TT/F3 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

13/ST/F13 Whole Kernel Corn

13/TT/F13 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

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

6/ST/F6 Canned Pork Luncheon

Meat

6/TT/F6 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

is not transferred. Due to that case, the translation above is considered as not readable by the score 1.6.

b. Synonym

From 30 data, there are 6 data using this strategy. The translator uses the more or less the same meaning to translate the sentence in the Source Text (ST) into Target Text (TT). One of the examples can be seen in the table below:

Code TT Code ST R.S T.S

21/ST/B21 Soy Drink Chocolate Flavour

21/TT/B21 Minuman Kedelai

Rasa Coklat

1.1 Synonym

The translation strategy applied in the translation above is Synonym. However, it has the very same meaning and conveys the message similarly from Source Text (ST) and Target Text (TT). The sentence Soy Drink Chocolate Flavour is translated into Minuman Kedelai Rasa Coklat. The word Drink has a meaning as a liquid for drinking (Oxford Advanced Learner’s Dictionary (1995:355), it is translated into Minuman in Indonesia. Therefore, this translation is considered as readable.

c. Reduction and Expansion

Reduction means reducing the word from Source Text (ST) into Target Text (TT). Meanwhile, expansion is the opposite of the reduction.

There are 4 data using reduction strategy and 9 data using expansion strategy:

i. Reduction

Code ST Code TT R.S T.S

5/ST/F5 Dark Soya Sauce

5/TT/F5 Kecap Hitam

1.1 Reduction

For the translation above, the translator made a reduction for the sentence. The phrase Kecap Hitam is derived from Dark Soya Sauce. The word Sauce is reduced in order to make the sentence looks short and simple. Sauce is a liquid consisting of various ingredients that is served and eaten with food to add flavor to it (Oxford Advanced Learner’s Dictionary 1995:1043). Literally translated, the sentence in the TT is transferred into Saus Kedelai Hitam, but it is more familiar if changed into Kecap Hitam instead of Saus Kedelai Hitam to make the sentence shorten and easy to be understood.

ii. Expansion

Code ST Code TT R.S T.S

9/ST/F9 Curry Tuna 9/TT/F9 Tuna Dalam Bumbu

Kare

1.3 Expansion

This translation deals with an expansion strategy in order to convey the whole meaning of source text (ST). The phrase Dalam Bumbu is added to enhance the meaning of Source Text (ST). Actually, there are no word translations for Dalam Bumbu, but in order to make the translation looks clear and has complete information, the translation using this strategy to ease the readers to get enough information to the product.

d. Addition

In this strategy, the translator gives more information for the Target Language (TL) readers. It may come in the text, bottom of the text, or the end of the text. There 2 translations using this kind of strategy. For example:

Code ST Code TT R.S T.S

30/ST/B30 Original Grape

and Guava

30/TT/B30 Sari Buah Campuran Anggur dan Jambu

The data translation above applied the addition strategy. The phrase Original Grape and Guava is converted into Sari Buah Campuran Anggur dan Jambu and categorized as readable. Original Grape and Guava is explained into Sari Buah Campuran because it does not give enough information for the readers if it is translated into Anggur dan Jambu Asli, and the readers will not know what the kind of product is.

Even though there are some additions in the target text (TT), it still can convey the meaning for the readers.

To sum up all the data of translation strategy, then the data are put in the chart below:

Chart.2. The Distribution of the Translation Strategy 3%

14%

13%

20% 13%

30%

7%

Translation Strategies

Addition (Structural)

Transposition and Addition-Semantic Transliteration

Synonym

Reduction

Expansion

From the analysis of translation strategy in percentage form, the researcher found that out of 15 strategies, 7 strategies are applied to overcome the translations for the food and beverage product labels. Moreover, from the side of Structural Strategy, the translator uses Addition, and Transposition-Addition Semantic. There are 1 translation uses addition strategy (3%), and 4 translations use transposition and addition-semantic strategy (14%). Meanwhile, for Semantic Strategy, the research uses 5 strategies: Transliteration, Synonym, Reduction, Expansion, and Addition. For the transliteration, there are 4 translations use this strategy (13%), 6 data use synonym (20%), 4 data use reduction (13%), and 9 data use expansion (30%). The other strategy is addition which applied in 2 data (7%). As the result, the researcher mostly applied expansion strategy from semantic strategy to overcome the translation of food and beverage product labels.

53

CHAPTER V

CONCLUSION

This study finds out that there are 30 data translations from imported food and beverage product labels which basically categorized as readable instead of not readable. There are two problem formulations which were discussed in this study. First is finding the readability of food and beverage product labels, and the second is to analyze the translation strategies applied in each of all data translation.

For the first problem formulation, the researcher found 23 data which are readable and 7 data which are not readable. The score is categorized by 1-1.5 as readable, and 1.6-2 as not readable. Based on the questionnaires which distributed to 10 respondents from different background of college students, the final score of readability is 1.2 which is considered as readable: the translations can be read and understood by the respondents.

For the second problem formulation, there are 7 translation strategies from 12 strategies by Suryawinata and Hariyanto (2003:67-76) which were used to analyze the data translations from food and beverage product labels. Meanwhile, the translation strategy that has been used frequently is Expansion strategy: applied in 9 data. Some data translations are considered to be translated in different strategy. The other strategies which have been applied are Addition (Structural): applied in 1 data,

Transposition and Addition-Semantic: applied in 4 data, Transliteration: applied in 4 data, Synonym: applied in 6 data, Reduction: applied in 4, and Addition (Semantic): applied in 2 data. Those translation strategies in data translations can determine the result of readability research in the first problem formulation.

For the final conclusion, finally the researcher concluded that the translations of food and beverage product labels are readable. This study found that the translation strategy which is mostly applied is Expansion. It indicates that the word elements are expanded in the Source Language (SL) to make the translation can be understood clearly by the readers.

26/ST/B26 26/TT/B26

27/ST/B27 27/TT/B27

29/ST/B29 29/TT/B29

Appendix 4: Data Recapitulation of Readability

No. Data R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 ∑ Avr

(∑/10) Ctg

1/TT/F1 2 1 1 2 2 2 2 2 2 2 18 1.8 NR

2/TT/F2 1 1 1 1 1 1 1 1 1 1 10 1 R

3/TT/F3 1 1 1 2 1 1 2 1 1 1 12 1.2 R

4/TT/F4 1 1 2 1 1 2 1 1 1 1 12 1.2 R

5/TT/F5 1 2 1 1 1 1 1 1 1 1 11 1.1 R

6/TT/F6 2 1 2 2 2 2 1 2 1 1 16 1.6 NR

7/TT/F7 1 1 1 1 1 1 1 1 1 1 10 1 R

8/TT/F8 2 2 1 1 1 1 1 2 1 1 13 1.3 R

9/TT/F9 1 1 1 1 2 1 1 2 1 2 13 1.3 R

10/TT/F10 2 2 1 2 2 1 1 1 2 2 16 1.6 NR

11/TT/F11 1 1 1 1 1 1 1 2 2 1 12 1.2 R

12/TT/F12 2 1 1 1 1 1 1 1 1 1 11 1.1 R

13/TT/F13 1 2 1 1 1 1 1 2 1 1 12 1.2 R

14/TT/F14 2 2 1 2 2 1 2 2 2 2 18 1.8 NR

15/TT/F15 1 1 1 1 1 1 1 1 1 1 10 1 R

16/TT/B16 1 1 1 1 1 1 2 2 1 2 13 1.3 R

17/TT/B17 1 1 1 1 2 1 1 1 1 1 11 1.1 R

18/TT/B18 2 2 2 2 2 1 2 1 2 2 18 1.8 NR

19/TT/B19 1 1 1 1 1 1 1 2 1 1 11 1.1 R

20/TT/B20 2 2 1 1 1 1 1 1 2 1 13 1.3 R

21/TT/B21 1 1 1 1 1 1 1 1 2 1 11 1.1 R

22/TT/B22 2 2 1 1 2 1 2 1 1 2 15 1.5 R

23/TT/B23 1 1 2 2 1 2 1 2 1 1 14 1.4 R

24/TT/B24 1 1 1 1 1 1 1 2 2 2 13 1.3 R

25/TT/B25 1 1 1 1 1 1 1 1 1 1 10 1 R

26/TT/B26 1 1 2 1 1 1 1 2 1 1 12 1.2 R

27/TT/B27 1 1 1 1 2 1 1 1 1 1 11 1.1 R

28/TT/B28 2 2 2 2 2 2 1 2 1 1 17 1.7 NR

29/TT/B29 2 2 2 1 1 1 1 2 2 2 16 1.6 NR

30/TT/B30 1 1 1 1 1 1 1 1 1 1 10 1 R

Respondent s’ Level of Understand

ing (∑/30)

Appendix 5: Data Recapitulation of Translation Strategy

Code ST Code TT Readability

Score

Translation Strategy 1/ST/F1 Whole Black

Beans

1/TT/F1 Kacang Hitam Dalam Saus

Cabe dan Tomat

1.8 Transposition and

Addition-Semantic 2/ST/F2 Tom Yum

Paste

2/TT/F2 Bumbu Tom Yum (Pasta)

1.1 Transliteration 3/ST/F3 Black Bean

Preserved

3/TT/F3 Kacang Hitam Dalam Kaleng

1.2 Addition (Structural) 4/ST/F4 Rice Crackers 4/TT/F4 Krekers Beras 1.2 Synonym 5/ST/F5 Dark Soya

Sauce

5/TT/F5 Kecap Hitam 1.1 Reduction 6/ST/F6 Canned Pork

Luncheon Meat

6/TT/F6 Luncheon Daging Babi

1.6 Transliteration

7/ST/F7 Kimchi Ramyun Noodle Soup

7/TT/F7 Mie Instan Rasa Kimchi

1 Naturalization

8/ST/F8 Cocktail Onions

8/TT/F8 Acar Bawang 1.3 Synonym 9/ST/F9 Curry Tuna 9/TT/F9 Tuna Dalam

Bumbu Kare

1.3 Expansion 10/ST/F10 Princes

Anchovy Fillet in Olive Oil

10/TT/F10 Potongan Ikan Haring Dalam Minyak Zaitun

1.6 Synonym

11/ST/F11 Unsalted Butter

11/TT/F11 Mentega Tawar 1.2 Synonym 12/ST/F12 Sweet and

Sour Hot Bean Paste

12/TT/F12 Saus Kedelai Rasa Manis dan

Pedas

1.1 Reduction

13/ST/F13 Whole Kernel Corn

13/TT/F13 Jagung Dalam Kemasan

1.2 Transposition and

Addition-Semantic 14/ST/F14 Whole

Mushrooms in Brine

14/TT/F14 Jamur Kancing Dalam Larutan

Garam

1.8 Expansion

15/ST/F15 Creamy Styled Corn

Appendix 5: Data Recapitulation of Translation Strategy

Code ST Code TT Readability

Score

Translation Strategy 16/ST/B16 Original Apple

& Passion Fruit

16/TT/B16 Sari Buah Campuran Apel dan

Markisa

1.3 Addition (Semantic)

17/ST/B17 Cranberry Juice Cocktail

17/TT/B17 Minuman Sari Buah Cranberry

1.1 Transliteration

18/ST/B18 Roasted Coconut Juice

18/TT/B18 Minuman Buah Kelapa

Panggang

1.8 Expansion

19/ST/B19 Pomegranate Juice Drink

19/TT/B19 Minuman Rasa Buah Delima

1.1 Expansion 20/ST/B20 Soy Drink

With Black Sesame

20/TT/B20 Minuman Kedelai Dengan Wijen

1.3 Reduction

21/ST/B21 Soy Drink Chocolate Flavour

21/TT/B21 Minuman Kedelai Rasa

Coklat

1.1 Synonym

22/ST/B22 Fat Dairy Desserts With

Blueberries and Sweeteners

22/TT/B22 Susu Fermentasi Rasa Blueberry

Bebas Lemak

1.5 Transposition and

Addition-Semantic

23/ST/B23 Thai Tea Drink 23/TT/B23 Minuman Teh Rasa Susu

1.4 Expansion 24/ST/B24 Soy Milk 24/TT/B24 Minuman

Kedelai

1.3 Expansion 25/ST/B25 Milkis Melon 25/TT/B25 Minuman Soda

Rasa Melon

1 Expansion

26/ST/B26 Blueberry Pomegranate

-Sparkling Lemonade

26/TT/B26 Minuman Berkarbonasi Rasa Blueberi,

Delima, & Lemon

Appendix 5: Data Recapitulation of Translation Strategy

Code ST Code TT Readability

Score

Translation Strategy 27/ST/B27 Pomegranate

Apple Spritzer

27/TT/B27 Sari Buah Campuran (Apel-Delima dan Elderberry)

1.1 Transposition and

Addition-Semantic 28/ST/B28 Mango Nectar 28/TT/B28 Nektar Mangga 1.7 Synonym 29/ST/B29 Lychees in

Heavy Syrup

20/TT/B29 Buah Leci Dalam Sirup

1.6 Expansion 30/ST/B30 Original

Grape and Guava

30/TT/B30 Sari Buah Campuran Anggur dan

Jambu

1 Addition