€¦ · Web viewANALYSIS OF TRANSLATION. IN THE PACKAGES OF COSMETIC. Nurma Noviyanti. Sri Widiastutik, S.S, M.Hum. Abstracts : Translation is a process of transfering a

ANALYSIS OF TRANSLATIONIN THE PACKAGES OF COSMETIC

Nurma NoviyantiSri Widiastutik, S.S, M.Hum.

Abstracts : Translation is a process of transfering a message or meaning from source language into target language. In translation, there are three types of translation: intra-lingual translation, inter-lingual translation, and inter-semiotic translation. Further, the process of translating becomes the way to raise the product of translation based on the theory of translation, such as: Newmark (1988), Larson (1984), Mona Baker, and (2005), Molina and Albir (2002). The source data is the translated text on the cosmetic’s package as product of translation that consume by the society, with abroad or local’s licensed and translated into the consumer’s language (as their national language). This study is aimed to add new information and knowledge about translation contains in the package of cosmetics. The result of this study excepted to guide the reader and researchers to develop the analytical of translation. It could make the consumers easier to understand about the indication of product they are consumed.Keywords : Translation, Cosmetics.

Nurma Noviyanti : Student of Abdurachman Saleh University 65Sri Widiastutik, S.S., M.Hum : Lecturer of Abdurachman Saleh University

Volume 3 issue 1st June 2014

I. IntroductionThere are a lot of information and knowledge has been

written into English, which could be found from many sources, such as media, electronic media, printed media, book, newspaper, magazine, etc.

Nowadays, the informative news, can be easily read and found in the pack-wrapper of cosmetic product, where is the language is not just present into one language, it is transferred into English, China, even other languages. In order to make consumer1, understand about the product (such as, about: the composition, the indication, caution, effect, etc.), some of these information transfer the language based on the consumers countries or the product licensed.

In this case, English as an international and global language has been standardized use to transfer the message of the cosmetic’s product for the consumer’s need. Hence, the transferring or translation process has been done.

Indicating to the phenomenon above, it is interesting for us to know the process of translating the meaning related to the transformation message and information from (SL) into (TL). “Translation is a transferring process that aims to transforms the written text BSa2-BSu3 into optimal match, and requires an understanding of syntactic, semantic, and pragmatic, as well as the analytical to BSU” (Wills in Noss, 1982:3).

Translation is the most correct way to solve problem for the consumers who do not speak English well. The fact, there are cosmetics packages are written into two versions are English as the SL, and Indonesian as the TL, and conversely.

1 Consumer : a person that using the product.2 Bsa: refers to bahasa sasaran3 Bsu: refers to bahasa sumber

66 Nurma Noviyanti : Student of Abdurachman Saleh UniversitySri Widiastutik, S.S., M.Hum : Lecturer of Abdurachman Saleh University

Journal of Translation

II. TranslationTranslation is an activity that involves two or more

languages. Translation is not easy activity to be done. Translating is not only shift word by word with the same sequence, because languages are not nomenclatures and the concepts of one language may differ radically from those of another (Culler in Ordudari, 2007).

III. Kinds of TranslationJacobson (in Basnett, 2002:23) in a popular articled entitled

On Linguistic Aspects of Translation divided translation into three items: (1) intra-lingual translation or rewording (an interpretation or verbal sign by means of other signs in the same language), (2) inter-lingual translation or translation proper (an interpretation or verbal sign by means of some other language), (3) inter-semiotic translation or transmutation (an interpretation or verbal sign by means of signs of nonverbal sign system).Method of Translation by Newmark (1988)

Newmark (1988) divided methods of translation into two terms, (1) methods have mostly oriented to SL, they are: Word byword translation, Literal translation, Faithful translation, Semantic translation, (2) methods have mostly oriented to TL, they are: Adaptation translation, Free translation, Idiomatic translation, Communicative translation. These both methods are detailed discussed in the following.

1. Word by word translationThis kind of translation is also called literal translation

(Nida and Taber and Larson), however, (as stated by Newmark 1988:69) is called as word by word translation.Example : SL : Membantu regenerasi sel kulit

TL : Helps regenerate skin cells



2. Literal translationLarson (1984:16) that literal translation is translation that

effort to imitate SL. In this case, form means that words and structure is used. In other word, in literal translation, the translator use SL words in the same literal with its TL. Meanwhile, structure in the result of translation is still revered to the norms of SL.Example : SL : Cares and nourishes skin TL :

Merawat dan menutrisi kulit

3. Faithful translationFaithful translation use faith to result contextual meaning the

SL, although to break structure of grammatical in TL. In this case, the sentences of active voice could be changed into passivevoice.Example : SL :

TL :

4. Semantic translationIn semantic translation must be arrested structure of

sentences and style of language into SL.Example : SL : He is a book worm

TL : Si kutu buku

5. Adaptation translationAdaptation translation is to method of translation that

change be element into culture in SL with element of culture of the same nature into TL, and the element of culture intimate should be to the reader of TL.Example : SL : As snow as white

TL : Seputih kapas


Do not stay too long in the sun, even while using a sunscreen product.Jangan terpapar sinar matahari terlalu lama meski telah memakai tabir surya.


6. Free translationFree translation is method of translation that is emphasized

on content better than the form or structure of SL.Example : SL: It contain papaya extract and enriched with vitamin

to revel a smoother and younger looking skin.

TL: Berisi ramuan papaya penuh ditambah vitamin agar kulit makin muda terlihat.

7. Idiomatic translationLarson in Choliludin (2006:23) stated that idiomatic

translation using natural forms in of TL, based on grammatical construction and lexical choice. Translation truly idiomatic translation doesn’t seem like the result. So, a good translator will try to translate idiomatically. Newmark (1988:47) added that the idiomatic translation reproduces the text message with the phrase of to be TL more natural and familiar translation.Example : SL : Mari minum bir sama-sama; saya yang bayar

TL : I’ll shout you a beer.

8. Communicative translationAccording Newmark (1988:47) communicative translation

seeks to translate the contextual meaning of the text SL, both aspects of language and aspects of it, to be accepted and understood by the reader. Machali (2000:55) added this method of observing the principle of communication. Nababan (2003:41) added that basically emphasize communicative translation redirection message.Example : SL : Enriched with milk, chamomile, and soft baby scent

Fragrance. It’s mild and gentle formula helps cleanse baby’s delicate skin.

TL : Dengan wangi khas bayi yang lembut,



diperkaya dengan susu dan chamomile. Begitu lembut untuk membersihkan kulit bayi yang halus .

Procedures of Translation by Larson (1984)Vinay and Darbelnet in Munday’s Introducing Translation

Studies (2001:56) mentioned seven procedures in translation. They have divided translation process into two terms: (1) direct or literal translation procedures are used when structural and conceptual elements of the source language can be transposed into the target language, they are: borrowing, calque, and literal translation, and (2) oblique translation procedures are used when the structural or conceptual elements of the SL cannot be directly translated without altering meaning or upsetting the grammatical and stylistics elements of the TL, they are: transposition,modulation, equivalence, and adaptation.

1. BorrowingBorrowing procedures is the translator only takes words

directly from one language into another without translation. In other words, where a word or expression is taken from the SL andused in the TL.Example : Pure borrowing

Naturalized borrowing

2. CalqueAccording to Vinay and Darbelnet (cited in Munday,2001),

calque is a special kind of borrowing whereby a language borrows an expression form of another, but the translator literary each of its elements the results is either.


SL : VitaminTL : Vitamin SL : AntioksidanTL : antioxidant


3. Literal translationAccording to Vinay and Darbelnet (cited in Munday, 2001)

and Newmark (1988) stated that literal translation is to translate a word or an expression word for word.Example : SL : Enriched with Squalane Oil to prevent dry skin.

TL : Diperkaya dengan Squalane Oil untuk mencegah kulit kering.

4. TranspositionAccording to Vinay and Darbelnet (cited in Munday,

2001:56) transposition is a change of one part speech for another without change the sense which involves replacing one word class from SL without changing the meaning of the message.Example : SL : Do not apply if skin is injured or inflamed. TL :

Jangan dipakai jika kulit lagi mengalamiluka- luka atau terbakar

5. ModulationAccording to Vinay and Darbelnet (cited in Munday, 2001)

modulation is a procedure that is justified, in the word of the English edition, when, although a literal, or even transposed, translation results in a grammatically correct utterance it considered unsuitable, unidiomatic or awkward in the TL.Example : SL : Mencerahkan, menghaluskan, dan membersihkan

kulit.TL : Makes your skin smooth, clean, and bright.

6. EquivalenceAccording to Vinay and Darbelnet (cited in Munday, 2001)

and Newmark (1988) equivalence is where language describes the same situation by different structural means.



Example : SL : Killing two birds with single stone TL : Sekali dayung dua pulau terlampaui.

7. AdaptationVinay and Darbelnet (cited in Munday, 2001) adaptation or

cultural equivalent is translation method which involves changing the cultural references when a situation in the SL does not exist in the TL.Example : SL : Luwes

TL : Move with great fluidity and grace.

Strategy of Translation by Mona Baker (2005)Translation strategy is divided into 2 items. First, strategy of

translation that conducted with structure of sentence. It is called strategy of structural. Second, strategy of translation is conducted with the meaning of word or the sentence is translated directly. It is called strategy of semantic. There are three kinds of translation in strategy of structural. They are Addition, Subtraction and Transposition. While, there are nine kinds of translation in strategy of semantic, they are Borrowing, Cultural Equivalent,Descriptive Equivalent and Componential Analysis, Synonym, Formal, Reduction and Extension, Addition, Deletion or Omission, and Modulation.1. Addition Translation

Addition is added words in TL.Example : SL : Soft White lulur mandi ekstrak bengkoang +

minyak Zaitun bersih cerah alami.TL : Soft White body scrub Yam bean Extract +

Olive Oil for clean and bright skin.



2. Subtraction TranslationSubtraction is where there is subtraction element of

structural in SL. The strategy is same with addition, which subtraction is obligation.Example : SL : you should go home

TL : kamu mesti pulang

3. TranspositionTransposition is changed structure in SL into TL. It can be

class of word, such as plural become singular, position of objective, and structure of sentence.Example : SL : Enriched with milk, chamomile, and soft baby

scent Fragrance. It’s mild and gentle formula helps cleanse baby’s delicate skin.

TL : Dengan wangi khas bayi yang lembut, diperkaya dengan susu dan chamomile. Begitu lembut untuk membersihkan kulit bayi yang halus.

4. Borrowing translationBorrowing is strategy of translation that took word in SL into

TL. Borrowing translation is divided into 2 items, naturalizedand transliteration.4

Example : Naturalized translation

SL : EkstrakTL : extract

4 transliteration : strategy of translation that arrest word in SL by sound and written.


Transliteration translation SL: vitaminTL: vitamin


5. Cultural EquivalentWith this strategy the translator use particular word in TL to

changed particular word in SL.Example : SL : Jaksa Agung

TL : Attorney General

6. Descriptive Equivalent and Componential AnalysisDescriptive equivalent is used to translate word caught with

culture while, componential analysis is used to translate general of word.Example : SL : Luwes

TL : move with great fluidity and grace.

7. SynonymThis strategy is used if the translator use the words are

translated into TL the same with word into SL.Example : SL : Cute TL :

Lucu

8. Formal TranslationThe other of strategy that almost used is formal

translation. Example : SL : read only memoryTL : memori simpan tetap

9. Reduction and Extension TranslationReduction is reducing the component of word in SL, while

Extension is the word of SL extens into TL.Example : SL : whale TL :

ikan paus



10. AdditionDifferent with addition in strategy of structural, in this

addition is used because to give explanation the meaning. In this strategy, the translators give addition information in TL.Example : SL : Experience total skin care with new improved

RDL Papaya Whitening Soap with Sunscreen.

TL : Kulit alami yang terpelihara dengan sabun pemutih Pepaya RDL Papaya Whitening Soap ditambah dengan ramuan perlindungan sinar matahari.

11. Deletion or Omission TranslationDeletion is deleted of word or text SL into TL. In other

word, deletion it can mean is not translated word or text in SL into TL.Example : SL : Usapkan Castella Whitening Body Lotion secara

merata ke seluruh tubuh, tangan dan kaki.

TL : Apply Castella Whitening Body Lotion evenly all the way through the body.

12. ModulationModulation is strategy of translation to translated phrase, clause,

or sentence the translator changed point of view in SL intoTL.Example : SL :

TL :


Mencerahkan, menghaluskan, dan membersihkan kulit.Make your skin smooth, clean, and bright.


Techniques of Translation by Molina and Albir (2002)Translation technique is a procedure to analyze and classify

how equivalence translation in progress and can be applied to various units lingual. Therefore, translation technique can be referred to as the realization of the decision –making process, the result of which can be identified in the work of translation.

Divide classification translation techniques used in this research are based on the opinion Vinay and Darbelnet in Molina (2002:499), and refined by Molina and Albir (2002:509). Vinay and Darbelnet divided techniques (in terms of their procedures) of translation into 7 types, with details as follows, 3 type are grouped inti literal or literal translation procedures, the techniques of borrowing, calque, and literal translation. While, the four types, namely transposition, modulation, equivalence and adaptation are grouped into translation- shifted (shift), the techniques used if the literal translation is not possible.

Translation techniques proposed by Molina and Albir (2002:509-511) includes of:

1. Adaptation translationTechniques translation is the translator replace a ST culture

element with one from the target culture.Example : SL : Baseball TL :

Kasti

2. Amplification translationAmplification translation is introduces details that they are

not formulating in the SL: information explicative paraphrasing.Example : SL : Dry skin

TL : Disaat mandi sebelum badan dibasahi.



3. Borrowing translationBorrowing translation is technique takes a word or

expression straight from another language. It can be pure (without any change) or it can be naturalized (to fit the spelling rules in the TL).Example : SL : formula TL :

formula

4. Calque translationLiteral translation of a foreign word or phrase; it can be

lexical or structural.Example : SL : interest rate

TL : tingkat suku bunga

5. Compensation translationThe technique introduces a ST element of information or

stylistic effect in another place in the TL because it cannot be reflected in the same place as in the ST.Example : SL : Sleeping mat TL :

Tikar

6. Description translationThe techniques translation to replace a term or expression

with a description of its form or/and function.Example : SL : Pannettone

TL : Kue tradisional Italia yang dimakan pada saat malam tahun baru.

7. Discursive creation translationThe techniques translation is to establish a temporary

equivalence that is totally unpredictable out of context.



Example : SL : The rape of SukreniTL : Sukreni gadis bali

8. Established equivalence translationThe techniques use a term or expression recognized (by

dictionaries or language in use) as an equivalent in the TL.Example : SL : Teacher

TL : Guru

9. Generalization translationThe techniques use a more general or neutral

term. Example : SL : BecakTL : Vehicle

10. Linguistic amplificationThe techniques add linguistic elements. This is often used in

consecutive interpreting and dubbing.Example : SL : Just kidding

TL : Cuma main-main saja, bukan beneran (hanya bercanda).

11. Linguistic compressionThe techniques synthesize linguistic element in the TL. This

is often used in simultaneous interpreting and in sub-titling.Example : SL : then? TL :

lalu

12. Literal translationThe techniques translate a word or an expression word for

word.Example : SL : Cares and nourishes skin

TL : Merawat dan menutrisi kulit.



13. Modulation translationThe technique to change the point of view, focus or cognitive

category in relation to the ST; it can be lexical or structural.Example : SL : Everyone’s skin is different

TL : Setiap orang memiliki kulit yang unik dan berbeda.

14. Particularization translationThe techniques use a more precise or concrete term.

Example : SL : VehicleTL : Mobil

15. Reduction translationThe techniques suppress a ST information item in the TT.

Example : SL : Di saat mandi sebelum badan dibasahiTL : Dry skin

16. Substitution translationThe technique change linguistic elements for paralinguistic

elements (intonation, gestures) or vice versa, e.g., to translate the Arab gesture of putting your hand on your heart as thank you.

17. Transposition translationThe techniques change a grammatical category.

Example : SL : Enriched with milk, chamomile, and soft baby scent Fragrance. It’s mild and gentle formula helps cleanse baby’s delicate skin.

TL : Dengan wangi khas sbayi yang lembut, diperkaya dengan susu dan chamomile. Begitu lembut untuk membersihkan kulit bayi yang halus.



18. Variation translationThe techniques change linguistic or paralinguistic elements

(intonation, gestures) that affect aspects of linguistic variation: change of textual tone, social dialect, geographical dialect, etc., e.g., introduce or change dialectal indicators for characters when translating for the theater, changes in tone when adapting novels for children, etc.

IV. Translation in the packages of cosmeticThis research by using qualitative design, it is important to

know the method of translation in the cosmetic packages such has declared in the previous chapter of this research. Moleong (2002:3) stated that Descriptive qualitative method is produced the form data of descriptive words of written or oral person’s observed behavior. The approach directed the background and individual holistic (whole).

In addition the writer will collect some information by doing literary study as commonly process is done in the librarian research.

The source data are determined the translation text into Indonesian or English (as SL, or TL, and conversely), by based on the manufactured of product’s licensed that are translated into the consumer’s language (as their national language).

The data are collected in the following steps: first, collecting all the data randomly which are indicated as the translated text, second, searching information about cosmetics manufactory, whether it is local’s licensed or international’s, third, differentiate the type of language that is used, as SL or TL, fourth, Distribute the questioner in order to know how far the readable and nature of translation product could influence the consumer.



SD 2. Written text in the package of Pixy

SL : The 2 way whitening formula, from combination of Natural Whitening Powder, Vitamin C derivat and sunscreen protects skin against sun rays and makes your skin fairer.

TL : Formula 2 way whitening dari paduan Natural Whitening Powder dan derivate Vitamin C serta Sunscreennya melindungi kulit dri sinar matahari membuat kulit tampak lebih cerah.

Based on the data analysis, there are some cases found in datum 2, there are:

1. Borrowing TranslationAs seen there are three words that are translated directly

without modifying the spelling into TL. The SL of noun“formula”, “vitamin”, “sunscreen” in TL borrowed without modifying its in pronunciation and spelling. “Formula” means “list of things” has similar means with “formula” in Indonesian“susunan atau bentuk tetap”. “Vitamin” in SL means “natural substance found in food that is an essensial part of what humans and animals eat to help them stay healthy” (Oxford dictionary, 2011:495), however there has not changed and directly translated into “vitamin” in TL means” zat yang sangat penting bagi tubuh manusia dan hewan untuk pertumbuhan dan perkembangan”. InSL “Sunscreen” is a cream that you put on your skin to stop the Sun from burning you (Longman Dictionary, 2008:1020). This kind of translation is pure borrowing translation Larson (1984) stated that pure borrowing translation is a case where a word is taken from the SL and used in TL without changing the pronunciation and morphemes.



2. Ommision TranslationThe particle “the”, “of”, and conjunction “and” is not

translated into TL, because if the third word is not translated into TL will not change the meaning in TL. Pronoun “your” in SL is not translated into TL, because if this word is dropped the meaning is already caught by the reader (consumer) could be make skin fairer is the only one who is using the product. According Mona Baker, this is called ommision translation where a word or text in SL is ommited into TL.

3. Addition TranslationThere are additional words of translation into TL of “and”,

“serta”, and “tampak” which these words are none in the TL. Let us see in detail the classification of translation which are underlined in the table 2.

Table 2. Description process of addition translationSL TL Note

The 2 Way Formula 2 Way Add the underlinedWhitening Whitening dari words:Formula, from paduan Natural “dan”combination of Whitening Powder ,“serta”,“tampak”Natural Whitening dan derivatPowder, Vitamin C Vitamin C sertaderivate and Sunscreen-nyaSunscreen protects melindungi kulitskin againts sun dari sinar mataharirays and makes dan membuat kulityour skin fairer tampak lebih cerah



SD 6. Written text in the package of Cussons

SL : Cares and nourishes skinTL : Merawat dan menutrisi kulit.

“Cares” (verb) is translated in Indonesian (TL) “merawat”,“and” (conjunction) in Indonesian “dan”, “nourishes” (verb) in Indonesian “menutrisi”, “skin” (noun) in Indonesian “kulit”. From the fourth word above, the translator is translated one by one into TL. In other word, the translator is translated text or sentence in SL one by one into TL, which the word or text in SL is translated into TL without changing list of structure the sentence. Literal or word for word translation is a method of translation in which the text or word in SL is translated into TL one by one (Newmark, 1988:46).

From the figure above, it can be seen position of word in SL (Verb + Conjunct + Verb + Noun) then translated into TL without changing position of word in Indonesian (Verb + Conjunct + Verb + Noun). Because of that, literal translation is used in this sentence. Let us seen in detail process of literal translation in the table 4.

Table 4. Description process of literal translationCW SL TL Process

Verb phrase Cares Merawat Active verbWord And Dan ConjunctionVerb phrase Nourishes Menutrisi Active VerbWord Skin Kulit Noun

V. CONCLUSIONBased on the finding and analysis of data in previous, this is

obvious that selected package of cosmetic (Pixy, Cussons, Pond’s,Papaya, Olay, Marina, Soft White, Purbasari, Plasenta, Castella,



La Tulipe, Bless, Wardah), are mostly process in the translation of borrowing translation after elaborate the all data. In order to determine the borrowing translation are shown in all data, the research classified the data into two type of borrowing, which are consisted pure borrowing (without any change), naturalized borrowing (any change). Presumably, the addition translation, which become the mostly used in the package of cosmetic, because the translators often added word in target language (TL). Meanwhile, the type of translation, which also found in these packages of cosmetic, the transposition of translation.

The kinds of translations are widely used in the package of cosmetics such as: addition, deletion and borrowing translation. This occurs because some the cosmetic manufactures want to provide information as possible about the product that they produced. As we know, a company of factory that produces will provide information about the advantages of their products.

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Documents

€¦ · Web viewANALYSIS OF TRANSLATION. IN THE PACKAGES OF COSMETIC. Nurma Noviyanti. Sri Widiastutik, S.S, M.Hum. Abstracts : Translation is a process of transfering a