THE EQUIVALENT EFFECT OF REPRESENTATIVE

UTTERANCES IN ENGLISH-INDONESIAN HYGIENE

PRODUCT ADVERTISEMENT

A Thesis

Submitted to Letters and Humanities Faculty in Partial Fulfillment of the

Requirements for the Degree of Strata One

Written By :

PRAFITRI KUMALASARI

1113026000062

ENGLISH LETTERS DEPARTMENT

FACULTY OF ADAB AND HUMANITIES

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

2017

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ABSTRACT

Prafitri Kumalasari, The Equivalent Effect of Representative Utterances In

English-Indonesian Hygiene Product Advertisement. A Thesis: English

Department, Letters and Humanities Faculty, State Islamic University Syarif

Hidayatullah Jakarta, 2017.

In this research, the researcher focuses on equivalent effect study of

representative act in English - Indonesian product advertisement. The aims of this

research are to find out the types of representative used in the source language

utterances on hygiene product advertisement and to analyze how equivalent effect

in the translation of hygiene product advertisement.

The method applied in this research is descriptive qualitative analysis in

which the researcher describes utterances that contain representative act by theory

of John R. Searle and the equivalent effect by Newmark theory. The researcher

uses herself as instrument of research to collects the data; by reading the original

text and comparing to its translation then analyzing with theory, looking up at a

reliable dictionary to find out whether the form and meaning are correct or not and

also finding out if there is an addition or reduction done, then analyzing the types

of representative utterances and also the equivalent effect of the representative

types from English into Indonesian.

From the analysis, the researcher concludes that: firstly, the representative

acts used in 8 hygiene product advertisements can be classified into 7 type of

informing utterances, 2 type of asserting utterances and 1 type of concluding;

secondly, the most representative type used is informing; lastly, almost of

utterances are considered as communicative translation.

Keywords: Translation, Representative Acts, Equivalent, Advertisement.

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DECLARATION

I hereby declare that this submission is my own work and that, to the best

of my knowledge and belief. It contains no material previously or written by

another person nor material which to a substantial extent has been accepted for the

award of any other degree or diploma of university or other institute of higher

learning, except where due acknowledgment has been made in text.

Jakarta, September 2017

Prafitri Kumalasari

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ACKNOWLEDGMENT

In the name of Allah the most gracious the most merciful. Praise be to

Allah who gives the researcher many opportunities and challenges till this thesis

could be completed as the requirement to obtain for the degree of strata one.

Blessing is upon our beloved prophet Muhammad SAW who had changed the

world from the darkness into the light.

This paper is presented for the English Letters Department Faculty of

Adab and Humanities, Syarif Hidayatullah State Islamic University of Jakarta as a

partial of requirements for the Degree of Strata 1. In this opportunity, the

researcher would like to say many thanks to her lovely mother Sri Mulyantini, her

lovely father Hery Yuwono, her brother Bondan Yuwono Putra, her second family

Nunik Kristiani, Tri Purwoko and all her family who have always advised,

supported, and prayed for her success.

The researcher also would like to give her gratitude to Dr. Muhammad

Farkhan, M.Pd. as the researcher’s thesis advisor, whose guidance, patience,

support and encouragement from the initial to the final level so that this work can

be completed.

The writer also would like to express his appreciation to the following

people:

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1. Prof. Dr. Sukron Kamil, M.Ag, the Dean of Letters and Humanities

Faculty, State Islamic University Syarif Hidayatullah Jakarta.

2. Mr. Drs. Saefudin, M.Pd, the Head of English Letters Department.

3. Mrs. Elve Oktafiyani, M.Hum, the Secretary of English Letters

Department.

4. All lecturers of English Letters Department who have given much

knowledge and understanding, especially in translation studies.

5. All librarians of the main library of State Islamic University Syarif

Hidayatullah Jakarta, who have helped the writer in finding so many

references.

6. All of my friends called Cabe Sholehah; Revi, Hevi, Dini, Restu, and

Estri.

7. Anggara Yuda, who always reminds her to be patience in doing

everything, and always gives her motivation and spirit.

8. All of them who had been so generous to help this thesis complete and

can’t be mentioned.

May Allah SWT always bless and protect them. Finally, the researcher

hopes that thesis will be useful for the researcher herself and for all people who

read it.

Prafitri Kumalasari

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TABLE OF CONTENTS

ABSTRACT ................................................................................................... …….i

APPROVEMENT ................................................................................................. ii

LEGALIZATION ................................................................................................ iii

DECLARATION .................................................................................................. iv

ACKNOWLEDGEMNT ....................................................................................... v

TABLE OF CONTENT ...................................................................................... vii

LIST OF TABLE ................................................................................................. ix

CHAPTER I INTRODUCTION

A. Background of the Study ............................................... 1

B. Focus of the Study ......................................................... 3

C. Research Question ............................................................ 4

D. The Objective of Research .......................................... 4

E. Significance of the Study.............................................. 4

F. Research Methodology .................................................. 5

1. The Method of the Study ....................................... 5

2. The Technique of Data Collection ........................ 5

3. The Unit of Analysis .............................................. 5

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4. The Technique of Data Analysis ............................ 6

5. Time and Place of Research ......................................... 6

CHAPTER II THEORETICAL FRAMEWORK

A. Illocutionary acts…………………….... 7

B. Representative acts…………………..... 10

C. Translation………….......................... 13

D. Equivalence and Equivalent Effect..… 16

CHAPTER III RESEARCH FINDING ....................... 20

A. Data description…………………….... 20

B. Data analysis…………………………. 24

CHAPTER IV CONCLUSION AND SUGGESTION .. 44

A. Conclusion…………………………..... 44

B. Suggestion…………………………..... 45

BIBLIOGRAPHY...................................................................... 46

APPENDICES ........................................................................... 49

ix

LIST OF TABLE

Table Data 3.1 Types of Representatives.................................... 21

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CHAPTER I

INTRODUCTION

A. Background of the Study

The main element of advertising is a form of speech that has expressions

for example giving the fact. Of course, in every advertising utterance contains or

performs representative. According to J. R. Searle (Yule 1996), Representatives,

speech act that state what the speaker believes to be the case or not like

describing, claiming, insisting, and predictng. Related with representatives,

equivalent effect between two language in advertising is often seen as important

consideration. Newmark states types of equivalent effect into two, namely formal

semantic and communicative translation. because the writer focuses on the

equivalent effect which differs communicative or semantic way in analyzing this

study of equivalent effect regarding to the datum that contain of pragmatic

elements.

Related to those issues, there are some journals that have a relevant theme

about the representative utterances and equivalent effect especially in

advertisement. A study taken by Ting Bo (2014) was about advertisement

translation based on the theory of eco-translatology. His study was preceded by

several dimensions, such as language, culture, communication and so on. The

result of his study showed that using eco-translatology approach to translate

advertising wil receive an unexpected good effect. Compared with this study, this

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study is undertaken from the aspect of semantic and communication and focused

on the equivalent effect by Newmark’s theory. Similarly, Zi Yu (2015) conducted

the same study. Her research explored about advertising slogan from the

perspective of functional equivalence by the theory of Nida and Taber. It aimed to

achieve the equivalent or similar response between the receptors of the source text

and those of the target text. The result showed that three useful strategies are

proposed: literal translation, parody translation and creative translation are used in

Chinese-English translation.

In addition, another research (A’zam 2013) that focused on the translation

of slogan was primarily intended to analyze how rhetorical figures are frequent in

English slogans and their Persian corresponding translations and to find out

whether they are mostly adequacy-oriented or acceptability-oriented. His study

required 10 students majoring translation to translate provided slogans. He found

that ambiguity is the rhetorical figure dominantly appeared in the Persian

translations. However, in the original English slogans, pronouns were preferred

the most. Meanwhile, the propensity of translations was mostly toward being

acceptability-oriented rather than accuracy-oriented. This study focuses on the

representatives utterances in hygiene product advertising. Therefore, this study is

still interesting.

This research used qualitative research method that was descriptive

analysis. The researcher seeked to clearly set out the types of the representative

utterances and analyzed the equivalent effect in the transaltion of hygiene product

advertisement. The object of this study was 7 hygiene product advertisements

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both English and Indonesia. The researcher collected the data by using

comparative analysis. By reading the original text and comparing to its translation

then analyzing with theory. After that, looking up at a reliable dictionary to find

out whether the form and meaning are correct or not and also finding out if there

is an addition or reduction done. After collecting the data, the researcher outlined

the kinds of the representative utterances that existed in the hygiene product

advertisement and analyzed the types of representative utterances and also the

equivalent effect of the representative types in the transaltion of hygiene product

advertisement.

A. Focus of the Study

According to the background of the study, this research focuses on finding

the kinds of representative acts in the source language (SL) utterances in English

and their equivalent seen from the aspect of equivalent effect such as; semantic

and communicative in the utterances from English into Indonesian of hygiene

product advertisement .

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B. Research Questions

Based on the focus of the study, this research questions can be formulated as

follows:

1. What kinds of representative acts are the source language utterances

implied in hygiene product advertisement?

2. How are equivalent effects both communicative and semantic ways in the

translation of hygiene product advertisement?

C. The Objectives of Research

1. to find out the types of representative are used in the source language

utterances on hygiene product advertisement.

2. to analyze the equivalent effect in the transaltion of hygiene product

advertisement.

D. Significance of the Study

In terms of theory, this research carries more contribution to development

of the translation study. This research can give explanation about how the

equivalence effect between source language (SL) and target language (TL) of the

hygiene product advertisement. Practically, this research can give information to

the translators to know the representative utterances and the equivalent effect.

Lastly, this research can be used as the additional reference for other next research

that is related to this research.

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E. Research Metdology

1. Method of Research

This research is a kind of descriptive qualitative that relies on verbal

data. Farkhan (2011) stated that in this method, the researcher uses verbal

and non-numeric data as basis for analysis and problem solving. The

researcher seeks to clearly set out the types of the representative

utterances and analyzes the equivalent effect in translation of hygiene

product advertisement.

2. The Technique of Data Collection

As a main research instrument, the researcher collects the data of

linguistic corpuses of source language and target language through steps.

They are reading the original text and comparing to its translation;

marking the English utterances considered to have representative acts;

marking the Indonesian utterances assumed to have the same

representative acts; and grouping utterances according to the equivalent.

3. The Unit of Analysis

The analysis unit of this study is 7 hygiene product advertisements

both English and Indonesia. They are “Rexona Invisible Dry”, shampoo

“Tresemme Keratin Smooth”, soap “LUX Flower Bomb”, body wash

“Dove”, toothpaste “Colgate Total Charcoal Deep Clean”, baby

changediaper “Mamypoko”, and handbody “Vaseline”.

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4. The Technique of Data Analysis

The collected data of English utterances and Indonesian utterances

assumed to have representative acts are qualitatively analyzed using the

equivalent effect concepts or theory. The researcher begins to analyze the

types of representative utterances; analyze the equivalence effect of the

representative types from English into Indonesian.

5. Time and place of research

This study was conducted on March 22th

, 2017 up to September 2017.

Research is also carried out in several places, including: library of State

Islamic University Jakarta, library faculty of Adab and Humanities majors,

and some other places.

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CHAPTER II

THEORETICAL FRAMEWORK

A. Illocutionary Acts

Searle divided illocutionary acts based on a number of essentially

pragmatic parameters (Veysi 2016), speech act can be categorized into three

parts: Austin isolates three basic senses in which in saying something one is

doing something, and hence three kinds of acts that are stimultaneously

performed:

a. Locutionary act : the utterance of a sentence with determinate sense and

reference.

According to Searle, speech acts such as making statements, giving

commands, asking questions or making promises are performed by

language. He maintains that the expressed psychological state of speech

acts, the beliefs or other mental states that a speaker necessarily

expressed by performing an act of that type. In general, Locutionary act

is an act of expressesing something (saying something). Locutionary act

only provides information to readers / viewers. if the speaker intends to

explicate definitely something directly, without the necessity for the

speaker to implement the content of utterances, intensions called the

follow locutionary. Example: “There is a lion in the zoo”, this utterance

is categorized into locutionary act

since the speaker is just making a statement that there is a lion in the zoo

without any intention. The speaker does not warn or ask the hearer to

move or shut the gate.

b. Illocutionary act: the making of a statement, offer, promise, etc. in

uttering a sentence, by virtue of the conventional force associated with it.

When the speaker intends to explicate something directly, using a typical

power, which makes the speakers to do as what he said, intensions called

the follow illocutionary. Austin’s focus is mainly on illocutionary acts,

that is, speech acts performed in using language (Lin 2016).

Context is very important part in understanding the illocutionary force of

utterance. Leech defines context as background of knowledge assumed

to be shared by speakeer and hearer and which contributes to hearer

interpreteation of what the speaker means by given utterance. Thus, the

context is thing that connects to the phsical and social environment of a

speech or baground knowledge owned by speaker and hearer, and

because of context so that the hearer can easily understand tand interpret

the meaninng of an utterance (Nadar 2013). In brief, the context is a

condition where a situation occurs. In order to understand the meaning of

sentence, understanding the context in which it is uttered is a must.

In the sentence "It is cold here", meaning of illocutionary may request

in order to close the window, or when the sentence is repeated, possibly

hinting a complaint. Another example: "it is nearly seven o'clock”.The above

sentence when spoken by a husband to his wife in the morning, in

addition to giving information about the time, also contains an action that

is reminiscent of the wife that the husband must go to the Office, so the

wife asks for breakfast.

c. Perlocutionary act: the bringging about of effects on the audience by

means.

In another statement, the following illocutionary follow up is in stating

something (performative) opposite with a follow up stating things

(constantive). In the meantime, if the speaker intends to evoke a response

or a particular effect to a partner called intensions, he said acts of said

perlocutionary. Perlocutionary speech act (Perlocutionary act), perform

an act with something to say. Perlocutionary speech act produces an

effect or result.i.e, the results or effects brought about by that expression

on the listeners, according to the situation and the condition of the

pronunciation of that sentence.

According to J. R. Searle (Searle 1969), speech acts can be divided

into 5:

a. Assertives/ representatives: Utterances reporting statements of

fact verifiable as true or false.

b. Directives: Utterances intended to get someone to do

something.

c. Commisives : Utterances commiting one to do something.

d. Declarations: Utterances bringing about a change in the state

of affairs

e. Expressives: Utterances expressing speaker attitudes.

B. Representative Acts

Representatives are those kinds of speech acts that state what the

speaker believes to be the case or not. The aim of the members of

representatives class are to perform an action the speaker (in varying degrees)

to something’s being the case to the truth of the expressed scheme.

Paradigmatic cases include informing, asserting claiming, assuring, arguing,

complaining, concluding, describing, and predicting. Statement of fact,

assertion, conclusion, and description, as on illustrated are all examples of the

speaker representing the world as he/ she believes it is (Yule 1996).

1. Informing

Informing is the type of act that asserts to hearer with the

additional preparatory condition that the hearer does not

already know what he is being informed of. Here, the speaker

gives information about something and the hearer does not

already know about the fact what the speaker is being

informed.

2. Asserting

Asserting is the type of act that the speaker states something

in strong and definite way. Here, the speaker informs to hearer

of something in condition that the speaker knows the truth and

the effect that hearer knows that it is true. The body of speech

act is the mutual belief that hearer and speaker both know that

the speaker wants the hearer to know that what the speaker

said is true. Here, the speaker wants to show that their idea

based on the believes. The different is not expecting opposition

and (presumably) has evidence to back up the utterance that

uttered by the speaker.

3. Claiming

Claiming is the type of acts to say something is true when

some people may say it s not true. There are significant

differences between asserting and claiming. Claiming puts

forward some view, like assert, but it is a more forceful act

because the speaker in making a claim is expecting opposition

and (presumably) has evidence to back up the claim.

4. Assuring

Assuring is the type of representative acts that asserting with

the perlocutionary intention of convincing the hearer of the

truth of the propositional content in the world of the utterance.

Moreover, assuring is concerned with the removal of “worry”

from the mind of the hearer. Assuring also means convincing

someone of the truth or accuracy of something.

5. Arguing

This type of representative acts indicates that the speaker

wants to show what in his/her mind, showing of disagreement

in words, and gives reason for denying something. Here, the

speaker not only states disagreement but also gives reason in

he utterance to persuade the hearer.

6. Complaining

Complaining is he type of representative acts that expresses or

reflects the torturing about the state. This type expresses the

complaint or to indicate of having illness. It also means that

compalining is about disappointed.

7. Concluding

This type of representative acts affirms an suggestion or brings

to a decision or settlement of something after a period of

research or thought. Before concluding utterance, there are

previous utterances that will be summed by concluding

utterance. So, concluding has function as summary or

conclusion.

8. Describing

Describing is the type of representative acts that states a

statement that portrays about the condition, looks, appearance

of something or someone. It often implies vividness of

personal observation. It can be event, weather, or situation.

9. Predicting

It is the type of representative acts that expresses of making a

prediction about future. This means that the statement will or

might happen in the future.

Here the example of representative acts, “The earth is flat”. The

statement means that the speaker makes words as he or she believes it is. That

statement is considered as illocutionary acts representative types. Because the

speaker represents he fact that the earth is flat acccoring to him/ her. In

addition, this utterance belongs to informing type of representative acts.

C. Translation

The translation theory experts have different definition of translation.

This field of linguistics, also known as structural linguistics, focused on both

equivalence and meaning and featured the work of scholars such as Roman

Jakobson, Eugene Nida and Peter Newmark. They realized the fact that

language was not only about structure, it also involved the way language was

used in related social contexts. Nida explicitly pointed out that information

not only contained the ideological content, but also the form, for form also

expressed meaning. Changing form was changing meaning. According to

Jakobson, the target text (TT) should be in consistent with the source text

(ST) as much as possible and linguistic meaning and equivalence are key

issues of discussion (Haddad 2015).In addition, translation isn’t about

transparent reproduction of meaning but about much more complex modes of

communication, community-building, manipulation, ideological and political

action, and more (Yovel 2000). Every translator has their own way to

translate. So that, there are different translation among translators when

translate the same source text from the source language (SL) to the target

language (TL). Then in that case, The connection between translator’s

personalities and the quality of translation is quite equal (Karimnia 2013). It

means that the transaltor has the lack of creativity or knowledge, it will affect

to the resut of translation.

In the case of advertisment translation, the cultural elements are

intensely substantial because it is often impossible to find an accurate

equivalent for parts that belong particulary to the source culture (A’zam,

Rasekh, and Abbas Eslami 2013). The illocutionary force of interlingual

advertising is mainly conveyed through structural transfer from the source

text to the target text.

The success of translation is measured by how close it is with the

Source Language (SL) (Piotrowska-Oberda 2013). Therefore, to measure how

close the translation is with the Source Text, Geriansyah (2013) lists the

points should be consider in translating:

a. Accurate; reproducing as accurate as possible the meaning of

the source text

b. Natural; using natural forms of the receptor language in a way

that is suitable to the kind of text being translated

c. Communicative: expressing all aspects of the meaning in a

way that is readily understandable to the intended audience.

Regarding to the explanation above, it can be concluded that having

good understanding to the theories, methods, and procedures of translation is

very important in order to have best quality in the result of translation

projects.

Meanwhile, according to Savory (1982) there are 12 principals about

translation in order to reach a good transaltion, they are:

a. A translation must give the words of original.

b. A translation must give the ideas of the original.

c. A translation should read like an original work.

d. A translation read like a translation.

e. A translation should refect the style of the original.

f. A translation posses the style of the translation

g. A translation should read as a contemporary of the original.

h. A translation should read as a contemporary of the translation.

i. A translation may add to or omit from the original.

j. A translation may never add to or omit from the original.

k. A translation of verse should be in verse.

l. A translation of verse should be in prose.

D. Equivalence and Equivalent Effect

Equivalence can be said to be the central issue in translation, and

many different theories of the concept of equivalence have been elaborated

within this field in the past fifty years. Theory of equivalence as interpreted

by some of the most innovative theorist like Vinay and Darbelnet, Jakobson,

Nida and Taber, Catford, House, and Baker is quite different.

Vinay and Darbelnet view equivalence-oriented translation as a

procedure which replicates the same situation and context from SL when it is

translated to Target Language (TL), with using completely different word to

maintain the stylistic impact of the Source Language (SL) text in the Target

Language (TL) text. Furthermore, the contributing of an equivalent of an

expression in the Source Language (SL) text in a dictionary or glossary does

not be adequate or guarantee a successful translation since the context

surrounding the term in question plays an equally important role in

determining the translation strategy employed. Stating that the situation is the

requirement for creating equivalences in order to have good transaltion. In

conclusion, translators are recommended to firstly look in the situation of the

Source Text (ST) in order to come up with a solution (Panou 2013).

Other linguist, Roman Jakobson, distinguishes translation into three

points, they are Intralingual (rewording or paraphrasing withing one

language); Interlingual (rewording or paraprashing between two language);

Intersemiotic (rewording or paraprashing between sign systems) (Panou

2013). He also agrees that there can no be full equivalence between two

different languages. Similiarly, Vinay and Darbelnet’s theory and Jakobson’s

are similiar. They adobt a linguistic approach. Both of them disagree that

translation is possible regardless of cultural and gramatical differences

between Source Language (SL) and Target Language (TL).He also stresses

that linguistic approach should not be ignored and acknowledged. Translators

should also rely on the procedures that will ensure a more effective and

comprehensive rendering od the Source Text (ST) message in the Target Text

(TT).

According to Nida and Taber (Panou 2013), equivalence is divided

into formal equivalence and dynamic equivalence. Formal equivalence

focuses on the message between Source Text (ST) and Target Text (TT), in

both form and content. The message in TL should match as closely as

possible in the Source Language (SL). Therefore, formal equivalence is

suggested to used in the possible time that have serious implication in the

Target Text (TT) since the translation will not be easily understood by the

target audience. On the other hand, Nida calls the dynamic equivalence as the

principle of equivalence effect, where the connection between receptor and

message should be substantially the same as that which existed between the

original receptors and the message.

Moreover, Catford describes very broad types of translation according

to three levels (Panou 2013):

1. According to the extent of translation: Full Translation and

Partial Translation

2. Depending on the level of language use: Restricted Translation

and Total Translation

3. According to the grammatical or phonological rank: Rank-

bound Translation and Unbounded Traslation

Meanwhile, House adopts pragmatics approach in definding

translation.She believes that translation should consider the match of funcion

between the original and the translation (Panou 2013). This function should

be achieved by applying equivalent pragmatic means. He distinguishes basic

types of translation into overt translation and covert translaion. Where an

overt translation points to a Target Text (TT) that consists of elements that

“betray” that it is transation. In contrast, a covert translation is a Target Text

(TT) that has the same function with Source Text (ST).

Mona Baker (Panou 2013) explores the nation of equivalence at

different levels, putting together the linguistic and the communicative

approch. They are:

1. Word level

Since a single word can sometimes be assigned different

meaning in different langu8ages. So that, the translator should

consider parameter such as number, gender, and tense when

translating a word.

2. Grammatical Equivalence

It refers to the diversity of grammatical categories across

languages and the difficulty of finding an equivalent term in the

Target Text (TT) due to the variety of grammatical rules across

languages. She also stresses that because of the variety of

grammatical rules, the information or the message may be

changed. Consequently, the translator may ommit or add the

information in Target Text (TT).

3. Textual Equivalence

In terms of information anf cohesion, in order to produce a

cohesive and coherent text for the Target Audience in specific

content.

4. Pragmatic Equivalence

Referring to implicatures and strategies of avoidance during the

translation process.

Lastly, Newmark distinguishes equivalent effect into semantic and

communicative translation. The semantic translation focuses on meaning

whereas the communicative translation concentrates on the effect. He

explaines that the communicative translation tends to under- translate where

the aim of translation is to make target Text (TT) smoother, more direct, and

easier to be read.

From all of the theories that have been mentioned above, the best

theory for this study is the equivalent effect proposed by Newmark, because

the writer focuses on the equivalence effect which differs communicative or

semantic way in analyzing this study of equivalence regarding to the datum

that contain of pragmatic elements.

CHAPTER III

RESEARCH FINDINGS

A. The Data Description

In this data description, the researcher discusses the equivalent effect

of representative utterances which are taken from 7 hygiene product

advertisements, they are “Rexona Invisible Dry”, shampoo “Tresemme

Keratin Smooth”, soap “LUX Flower Bomb”, body wash “Dove”, toothpaste

“Colgate Total Charcoal Deep Clean”, baby change diaper “Mamypoko”, and

handbody “Vaseline”.

In this chapter, the researcher focuses on the equivalent effect of

representative utterance found in the English version and its translation of the

hygiene product advertisements. The researcher identifies the kinds of the

representative utterances. Then, the researcher analyzes the equivalent effect

of representative utterance and its translation in Indonesian. The researcher

found 3 kind of representative types, they are informing, asserting and

concluding including 8 informing utterances, 2 asserting utterances and 1

concluding utterance.

Here the researcher tabulates the collected data through the following

table:

Table Data 3.1 Types of Representatives

No Source Language Target Language Type of

Representatives

1 With normal brushing, it’s

hard to clean in between

teeth with bacteria builds

so fast

(Colgate English Version)

Menyikat dengan cara biasa

akan sulit untuk

membersihkan sela- sela

gigi dimana plak bakteri

cepat tumbuh

(Colgate Indonesian

Version)

Informing

2 Wow.. It really cleans

bacteria and between

(Colgate English Version)

Wow.. Benar- benar

membersihkan bakteri di

celah gigi

(Colgate Indonesian

Version)

Informing

3 Only Dove Body Wash

has breakthrough nutrium

moisture to nourish deep

into skin layer by layer

(Dove Body Wash English

Version)

Hanya Dove Body Wash

baru dengan terobosan baru

nutrium moisture menutrisi

hingga ke dalam lapisan

kulit

(Dove Body Wash

Indonesian Version)

Informing

4 Wow.. Dove make skin

smoother and more

nourish than milk can for

nourish better than milk

(Dove Body Wash English

Version)

Kulit terasa lebih halus,

lembut dan kenyal untuk

menutrisi kulit lebih baik

daripada susu

(Dove Body Wash

Indonesian Version)

Concluding

5 It’s my elegance, my

confidence and my

perfume

(Lux English Version)

Cantikku adalah pesonaku,

percaya diriku, dan

keharumanku

(Lux Indonesian Version)

Asserting

6 Lux with flower fusion oil

for two times better

parfume boom than real

flowers

(Lux English Version)

Lux dengan busa lembut

melimpah dan floral fusion

oil untuk keharuman parfum

dua kali lebih semerbak

dibanding bunga

sesungguhnya

(Lux Indonesian Version)

Informing

7 See to my beauty , my Lux

perfume

(Lux English Version)

Rahasia kecantikanku

keharuman Lux milikku

(Lux Indonesian Version)

Asserting

8 A new speed wave sheet

and absorb very fast with

this weavy texture and a

MamyPoko baru dengan

speed wave yang menyerap

pipis lebih cepat karena

Informing

last easy air flow

(MamyPoko English

Version)

langsung diserap dan

mengalirkan udara

(MamyPoko Indonesian

Version)

9 New Rexona Invisible Dry

protects white clothes

from yellow stains black

clothes from white marks

(Rexona English Version)

Baru Rexona Invisible Dry

melindungi pakaian putih

dari noda kuning, pakaian

hitam dari noda putih

(Rexona Indonesian

Version)

Informing

10 New Tresemme Keratin

Smooth the lower sulfate

system infuses the keratin

leaves hair so smooth even

my stylish loves it

(Tresemme English

Version)

Tresemme Keratin Smooth

dengan keratin membuat

rambut ekstra lembut

bahkan hair stylishku

menyukainya

(Tresemme Indonesian

Version)

Informing

11 It helps heal damage skin,

make it fairer and protect

from the sun damage for

fairness even under the

harsh sun

(Vaseline English Version)

Memperbaiki kulit rusak,

mencerahkan dan

melindungi dari kerusakan

akibat sinar matahari

(Vaseline Indonesian

Version)

Informing

A. The Data Analysis

From the tabulated data above, the researcher analyzes and classifies

the selected data that contain representative utterances from Source Language

(SL). Then, the researcher compares the English version (SL) and the

Indonesian version (TL) to know how the equivalent effect between SL and

TL.

1. Datum 1

SL: Deep clean? Between teeth? Really ? How?

With normal brushing, it’s hard to clean in between teeth

with bacteria builds so fast

(Colgate English Version)

TL: Charcoal? Di pasta gigi? Hah, kenapa Charcoal?

Menyikat dengan cara biasa akan sulit untuk membersihkan

sela- sela gigi dimana plak bakteri cepat tumbuh

(Colgate Indonesian Version)

Colgate toothpaste is a dental product. It provides charcoal that helps

brushing between teeth. In the first data above, it is classified into

representative utterance. Because it has fulfilled the characteristic of

illocutionary act since the act of giving information belongs to representative

utterance. When the speaker says With normal brushing, it’s hard to clean in

between teeth with bacteria builds so fast, it emphasizes the speech function

of informing. It is one kind of speech act that states what the speaker believes

to be the case or not. When the other speaker feels that she needs explaination

about the product by saying Deep clean? Between teeth? Really ? How?. The

uncertain expression is expressed here by saying Really?, in Oxford

Dictionary, the word Really used to express interest, surprise, mild protest or

doubt. In this case, the word Really expresses of doubt. Followed with the

question word How, in Oxford Dictionary, the question word How means

asking about in what way or manner. It indicates that the other speaker asks

about how the product works, then the speaker gives explanation about the

product by stating that it is hard to clean the bacteria with just the normal

brushing. The speaker tries to state the fact to the other speaker by giving

explanation of the product.

From the datum shows that the translator uses communicative

translation proposed by Newmark. Communicative translation looks towards

the needs of the addressees, thus trying to satisfy them as much as possible

then communicative translation should be favored in order to avoid producing

an abnormal or inacurrate result. In addition, the type of representative in the

Source Language (SL) is similar with the type of representative in the Target

Language (TL). In this data, the sentences With normal brushing, it’s hard to

clean in between teeth with bacteria builds so fast is rendered to Menyikat

dengan cara biasa akan sulit untuk membersihkan sela- sela gigi dimana plak

bakteri cepat tumbuh which is the exact contextual meaning of the original in

such a way that both content and language readily acceptable and

comprehensible. The word between is translated into sela- sela gigi.

According to Oxford Dictionary, between is in or into the space separating

two or more points, objects, people,etc. Meanwhile, sela-sela is tempat

(ruang) di antara dua benda (barang); celah; sesuatu yang tersisip (terletak)

di antara benda-benda dan sebagainya; selang. The translator tends to pick

the closer meaning of between into sela- sela for the target language rather

than translating it with diantara. The translator also added a word plak in

dimana plak bakteri cepat tumbuh, although there is not the word or

explanation of plaque in the source language, it is used in order to make the

utterance easier to be understood by the target audience. So that, the message

from the Source Language (SL) is communicatively transferred to the target

audience.

2. Datum 2

SL: The toothpaste penetrates between teeth and reduces

bacteria build-up by up to 90%

Wow.. It really cleans bacteria and between

(Colgate English Version)

TL: Formula anti bakterinya juga mengandung partikel mikro

charcoal mampu menembus ke celah gigi dan mengurangi

pertumbuhan plak bakteri hingga 90%

Wow.. Benar- benar membersihkan bakteri di celah gigi

(Colgate Indonesian Version)

The utterance Wow.. It really cleans bacteria and between is classified

into representative utterance. Since the act of informing the fact belongs to

illocutionary act with representative type. The speech function of stating is

emphasized in the utterance. When the other speaker gives information about

the product by saying The toothpaste penetrates between teeth and reduces

bacteria build-up by up to 90%, then the speaker responds by informing the

fact that the product certainly cleans the bacteria and between by saying

Wow.. It really cleans bacteria and between. This utterance is categorized

into stating or concluding type since the fact of the product is given before

and the speaker responds it by concluding the previous fact.

The translator translated Wow.. It really cleans bacteria and between

into Wow.. Benar- benar membersihkan bakteri di celah gigi. From that

translation, it can be seen that the translator uses semantic translation. The

translator focuses on the meaning from the source language into the target

language. Furthermore, the kind of representative in the Source Language

(SL) does not change. Accordingly, really means in actual fact or truly, that is

translated into Indonesian language text benar- benar. The addition of word

is also occured when the translator translated between that means in or into

the space separating two or more points, objects, people, etc according to

Oxford Dictionary into celah celah gigi. The addition word gigi is added in

order to avoid the ambiguity. In conclusion, the message from the Source

Language (SL) is meaningly transferred to the target audience.

3. Datum 3

SL: Some try a pure milk bath.

Well, others use Dove Body Wash

Only Dove Body Wash has breakthrough nutrium moisture

to nourish deep into skin layer by layer

(Dove Body Wash English Version)

TL: Dove atau susu?

Mana lebih menutrisi kulit?

Hanya Dove Body Wash baru dengan terobosan baru

nutrium moisture menutrisi hingga ke dalam lapisan kulit

(Dove Body Wash Indonesian Version)

Dove is a skincare product owned by Unilever. Dove product,

especially Dove Body Wash has function to nourish skin deep layer by layer.

Its function is obviously stated on this adverttisement utterance. It contains

representatives Illocutionary act, because the speaker gives a statement to

listener. When the speaker compares between pure milk bath and Dove Body

Wash, the speaker says that Dove Body Wash is better than pure milk bath.

The speaker also informs the fact that the product has certain material such as

nutrium moisture which has function to nourish deep into skin layer by layer.

It means that the speaker tries to convince to the audience by informing the

fact of the product. The utterance is categorized into representative

illocutionary act informing type.

According to the Newmark’s theory, the sentence applies the semantic

translation. The translator only focuses on the meaning from the source

language into the target language. Moreover, there is not a change of the

representative type from Source Language (SL) to Target Language (TL).

Only Dove Body Wash has breakthrough nutrium moisture to nourish deep

into skin layer by layer is translated into Hanya Dove Body Wash baru

dengan terobosan baru nutrium moisture menutrisi hingga ke dalam lapisan

kulit. Dove Body Wash is not translated into Indonesian language, since Dove

Body Wash is the name of the product, so it can not be translated. According

to Oxford Dictionary, breakthrough (v) is to make new and important

discoveries. Meanwhile, in Kamus Besar Bahasa Indonesia, terobosan (n)

means hasil menerobos, perbuatan menerobos. The translator tends to choose

terobosan since terobosan is more suitable and more acceptable. In bref, the

message from the Source Language (SL) is meaningly rendered to the target

audience.

4. Datum 4

SL: Only Dove Body Wash has breakthrough nutrium moisture

to nourish deep into skin layer by layer

Wow.. Dove make skin smoother and more nourish than

milk can for nourish better than milk

(Dove Body Wash English Version)

TL: Hanya Dove Body Wash baru dengan terobosan baru

nutrium moisture menutrisi hingga ke dalam lapisan kulit

Kulit terasa lebih halus, lembut dan kenyal untuk menutrisi

kulit lebih baik daripada susu

(Dove Body Wash Indonesian Version)

From the dialog, the speaker says Wow.. Dove make skin smoother

and more nourish than milk can for nourish better than milk, the speaker

intends to conclude and compare between the product and milk, that the

product called Dove Body Wash make the skin smoother and more nourish

compared with milk. She conveys her belief that the fact of the product is true

based on the previous fact. She also adds an expression of suprised since the

word Wow in the Oxford Dictionary expresses great surprise or admiration.

It means that the speaker tries to make the audience being more certain if the

product really works and makes the skin smoother and more nourish than

milk. The utterance is classified as illocutionary acts, since representative act

contains of utterances reporting statements of fact verifiable as true or false. It

is clear that this utterance is concluding, which includes in paradigmatic case

of representative act.

The line Wow.. Dove make skin smoother and more nourish than milk

can for nourish better than milk is translated to be Kulit terasa lebih halus,

lembut dan kenyal untuk menutrisi kulit lebih baik daripada susu. The

translation is considered as communicative translation. In addition, the

translation shows that there is not a change of te representative type. The

translator did not render the sentence of Dove make into Dove membuat, but

the translator directly translated it to be Kulit terasa lebih halus, lembut dan

kenyal untuk menutrisi kulit lebih baik daripada susu. Here, the translator

ommited the name of the product in source language Dove. Because the

target language text is rendered flexibly, but that is accord with the original

context of the source language. This is done to produce the good translation

in order to comprehended easily. Form of the source text are not same, but the

meaning of the english version in such a way still gives the same impact to

the target audience. In brief, the message from Source Language (SL) is

communicatively transferred to the target audience.

5. Datum 5

SL: What is beauty?

It’s not just this? Or this?

It’s my elegance, my confidence and my perfume

(Lux English Version)

TL: Apa arti kecantikan?

Bukan hanya ini atau ini

Cantikku adalah pesonaku, percaya diriku, dan

keharumanku

(Lux Indonesian Version)

Lux is a skincare product called soap. To promote their product,

advertising utterances are made. Based on the utterances above and based on

the speech act theory, the utterance typed into representatives illocutionary

act, It’s my elegance, my confidence and my perfume since the utterance

contains of speect act that states what the speaker believes to be the case or

not. From the previous utterances What is beauty? It’s not just this? Or this?,

it means that the speaker wants to assert her believes by saying It’s my

elegance, my confidence and my perfume. She shows that her beauty is her

elegance, confidence, and parfume. This utterance refers to the product

named Lux which reflect her beauty. So that, this utterance is considered as

asserting type.

Here, the translation is acceptable. This translation is done concerning

to the function of advertisement, since advertisement has to concern with

flexibility. It is considered as communicative translation proposed by

Newmark, since the translation is done concerning to the flexibility of the

target language. Furthermore, the translator tends to make the representative

type in Target Laguage (TL) similar with the representative type in Source

Language (SL). There is an act of replacing it into cantikku in target

language. Since it in the line It’s my elegance, my confidence and my

perfume refers to beauty, according to the previous sentence What is beauty?

It’s not just this? Or this?, the context shows that the speaker is talking about

beauty. Then she asserts that her beauty is her elegance, confidence, and

parfume. In the previous sentence What is beauty? in English version and

Apa arti kecantikan?in the Indonesian version, the translator translated beauty

into kecantikan. However, in this utterance It’s my elegance, my confidence

and my perfume, the translator tends to render it which refers to beauty into

cantik. Here, according to the Oxford Dictionary, beauty (n) means a person

or thing that is beautiful. Meanwhile, kecantikan in Kamus Besar Bahasa

Indonesia means keelokan (tentang wajah, muka); kemolekan Moreover, the

translator rendered elegance into pesona. Elegance (n) in Oxford Dictionary

means graceful and attractive in appearance or manner. Meanwhile Pesona

(n) in Kamus Besar Bahasa Indonesia is daya tarik, daya pikat . So that, the

message is communicatively rendered from the Source Language (SL) to the

Target Language (TL).

6. Datum 6

SL: Lux with flower fusion oil for two times better parfume

boom than real flowers

(Lux English Version)

TL: Lux dengan busa lembut melimpah dan floral fusion oil

untuk keharuman parfum dua kali lebih semerbak dibanding

bunga sesungguhnya

(Lux Indonesian Version)

The speaker perfomed the act of informing that the content is fact by

saying Lux with flower fusion oil for two times better parfume boom than real

flowers. The speaker intends to state the fact that the product named Lux

which contains of flower fusion oil makes two times better parfume boom

than the real flowers. So, the utterance includes in representatives class

because it is commit the speaker to something’s being the case.

We can see that the translator uses communicative translation

proposed by Newmark where communicative translation has focus on the

effect. Communicative translation looks towards the needs of the addressees,

thus trying to satisfy them as much as possible then communicative

translation should be favored in order to avoid producing an abnormal or

inacurrate result. In addition, the type of representative in the Source

Language (SL) is similar with the type of representative in the Target

Language (TL). In this datum, the sentences Lux with flower fusion oil for

two times better parfume boom than real flowers is rendered to Lux dengan

busa lembut melimpah dan floral fusion oil untuk keharuman parfum dua kali

lebih semerbak dibanding bunga sesungguhnya which is the exact contextual

meaning of the original in such a way that both content and language readily

acceptable and comprehensible. The translator added the phrase busa lembut

in target language text although there is not phrase or explanation of that

phrase in the source language, it is used in order to convice the target

audience that the product has more advantage since the utterance is

categorized as advertising text. In addition, the word of boom in Lux with

flower fusion oil for two times better parfume boom than real flowers is

translated to semerbak. Boom (n) in Oxford Dictionary is a sudden increase

in population. Meanwhile, according to Kamus Besar Bahasa Indonesia,

semerbak is harum; merata (tentang bau yang harum) . It means the word of

boom is not translated based on the dictionary, but the translator it concerning

to the target audience which aims to make translation more natural. In

addition, the word Lux which is considered as the name of the product is still

the same in the target language text. The translator did not render it since it is

categorized as the name of the product. In conclusion, this translation

communicatively delivers the message to the target audience.

7. Datum 7

SL: See to my beauty , my Lux perfume

(Lux English Version)

TL: Rahasia kecantikanku keharuman Lux milikku

(Lux Indonesian Version)

Based on the utterances above and based on the speech act theory, the

utterance typed into representatives illocutionary act, See to my beauty , my

Lux perfume since the utterance contains of speect act that states what the

speaker believes to be the case or not. According to the utterance, it means

that the speaker wants to assert her believes that her beauty is the fragrance of

Lux, since Lux is the name of the product. She wants to convince the audience

that the fragrance of Lux is good so that her beauty is glowing because of that

fragrance. In brief, this utterance is considered as asserting type since it

contains of asserting act.

Here, he translation is considered as communicative translation,

because the translator totally changed the form of the source language.

Because the translator focuses on the effect of the translation. Furthermore,

the kind of representative in the Source Language (SL) does not change.

Where See to my beauty , my Lux perfume is rendered into Rahasia

kecantikanku keharuman Lux milikku. The verb phrase See to my beauty is

transfered into Noun phrase Rahasia kecantikanku. According to Oxford

Dictionary, See (v) is to look or to watch something. If the translator

rendered it literally, the translation will be lihat kecantikanku. Meanwhile, the

translator tends to render it into rahasia kecantikanku. See does not have the

same meaning with rahasia. The translation aims to convice the target

audience, since rahasia kecantikanku is more attractive than lihat

kecantikanku. Moreover, the word Lux which is considered as the name of the

product is still the same in the target language text. The translator did not

render it since it is categorized as the name of the product. Overall, this

translation communicatively renders the message from the Source Language

(SL) to the target audience.

8. Datum 8

SL: Look !! It’s weavy

A new speed wave sheet and absorb very fast with this

weavy texture and a last easy air flow

(MamyPoko English Version)

TL: Lihat ... Yeayy.. bergelombang.

Waah cepat ya

MamyPoko baru dengan speed wave yang menyerap pipis

lebih cepat karena langsung diserap dan mengalirkan udara

(MamyPoko Indonesian Version)

MamyPoko is a changediaper product for baby. Statements above are

the advertisment script of the product. The speaker says A new speed wave

sheet and absorb very fast with this weavy texture and a last easy air flow. It

means that the speaker wants to give information about the product. The

utterance contains of information that the product has speed wave sheet to

absorb and flow air easily. Accoding to the previous utterance, Look !! It’s

weavy, it indicates that the speaker wants to show to the target audience that

the product has a weavy side. Then, the speaker states A new speed wave

sheet and absorb very fast with this weavy texture and a last easy air flow

that aims to complete information about the previous utterance. This utterance

belongs to stating of representative illocutionary since the the utterance

contains of stating information or informing.

The translation in this datum uses communicative translation, since

the translator translates the souce language into an understandable meaning

for the target audience. Moreover, there is not a change of the representative

type from Source Language (SL) to Target Language (TL). The utterance of

A new speed wave sheet and absorb very fast with this weavy texture and a

last easy air flow is rendered into MamyPoko baru dengan speed wave yang

menyerap pipis lebih cepat karena langsung diserap dan mengalirkan udara

The form of the source language text is different with the target language text,

where the translator focuses on the effect of the translation. It aims to make

the utterance easier to be understood since this utterance is consider as the

advertising utterance. So that, the translation should be more attractive and

understandable for the target audience. Furthermore, the translator did the act

of adding in the translation by adding the name of the product MamyPoko to

make the target audience realizes that the product which has speed wave sheet

is MamyPoko. Here, the translator aims to make the name of the poduct

known by the target audience. In addition, the translator did not translate the

phrase speed wave. In brief, the message from the Source Language (SL) is

communicatively transferred to the target audience.

9. Datum 9

SL: Don’t like yellow stains ruin your look

New Rexona Invisible Dry protects white clothes from

yellow stains black clothes from white marks

(Rexona English Version)

TL: Baru Rexona Invisible Dry melindungi pakaian putih dari

noda kuning, pakaian hitam dari noda putih

(Rexona Indonesian Version)

Rexona is the product of deodorant. Advertising utterances are made

to promote their product. From the dialog, the speaker says New Rexona

Invisible Dry protects white clothes from yellow stains black clothes from

white marks, the speaker intends to give information that the product called

Rexona Invisible Dry can protect white clothes from yellow strains and black

clothes from white marks. In the previous utterance, the speaker says Don’t

like yellow stains ruin your look and then says again New Rexona Invisible

Dry protects white clothes from yellow stains black clothes from white marks,

this is done to give the solution for the previous utterance. Oreover, the

speaker also includes the name of the product in order to make the target

audience knows that the solution is the product. The utterance is classified as

illocutionary acts, since representative act contains of informing utterances. It

is clear that this utterance is informing, which includes in paradigmatic case

of representative act.

Here, the translator only focuses on the message from souce language.

According to Newmark, semantic translation focuses on meaning where

communicative translation concentrates on effect. In addition, the translation

shows that there is not a change of the representative type. Since the name of

the product is Rexona Invisible Dry, so the translator did not translate it and

made it as the original. Its nature is more complex, detailed and there is also a

tendency to over-translate. In this data, the message from Source Language

(SL) is meaningly transferred to the target audience.

10. Datum 10

SL: Then my stylish urge me interest a loan powerful frizz

control that last up to 48 hours

New Tresemme Keratin Smooth the lower sulfate system

infuses the keratin leaves hair so smooth even my stylish

loves it

(Tresemme English Version)

TL: Untungnya hair stylishku menganjurkan perawatan

profesional untuk rambut lembut mudah diatur hingga 48

jam

Tresemme Keratin Smooth dengan keratin membuat rambut

ekstra lembut bahkan hair stylishku menyukainya

(Tresemme Indonesian Version)

Tresemme is a haircare product. Every efforts made to promote their

product, one of them is by using television advertisment through audiovisual

advertisment. Utterances above are the part of script of the advertisment. The

utterance New Tresemme Keratin Smooth the lower sulfate system infuses the

keratin leaves hair so smooth even my stylish loves it is classified into

representative utterance. Since the act of informing the fact belongs to

illocutionary act with representative type. The speech function of stating is

emphasized in the utterance. When the speaker gives information about the

product by saying Then my stylish clude me interest a loan powerful frizz

control that last up to 48 hours, then the speaker gives another information by

saying New Tresemme Keratin Smooth the lower sulfate system infuses the

keratin leaves hair so smooth even my stylish loves it. This utterance is

categorized into informing type since the fact of the product is given before

and the speaker respond it by concluding the previous fact.

Here, this utterance is communicatively translated, where the

communicative translation tends to under- translate and the aim of this

translation is to make target language text smoother, more direct, and easier

to be read. Furthermore, the translator tends to make the representative type

in Target Laguage (TL) similar with the representative type in Source

Language (SL). The translator kept the the name of the product Tresemme

Keratin Smooth as in source language text, the translator ommited the word

new (adj), which in Oxford Dictionary means not existing before; introduced,

made, invented, etc recently or for the first time. If the translator wanted to

translate it, it would be baru. However, the translator ignored the word new

which is considered as unimportant part of the utterance. Although the

translator did not translate it, it will not change the message of the uttarance.

Moreover, the translator also ommited the phrase the lower sulfate system

infuses. In brief, the message from Source Language (SL) is communicatively

rendered to the target audience.

11. Datum 11

SL: Presenting proudly healthy white SPF 24

It helps heal damage skin, make it fairer and protect from

the sun damage for fairness even under the harsh sun

(Vaseline English Version)

TL: Mempersembahkan Vaseline Healthy White SPF 24

Memperbaiki kulit rusak, mencerahkan dan melindungi dari

kerusakan akibat sinar matahari

(Vaseline Indonesian Version)

From the previous utterance It helps heal damage skin, make it fairer

and protect from the sun damage for fairness even under the harsh sun, the

speaker wants to introduce about the product, then followed by the utterance

of informing It helps heal damage skin, make it fairer and protect from the

sun damage for fairness even under the harsh sun. The following utterance

means that the product called Vaseline helps the damege skin not only to be

fairer but also to protect from the sun. This utterance is considered as

informing of representative illocutionary which includes of giving

information act.

The translation in this datum is communicatively translated, proposed

by Newmark as the translator translates stating utterance in the source

language smoothly to the target language communicatively. In addition, the

type of representative in the Source Language (SL) is similar with the type of

representative in the Target Language (TL). There is an act of ommiting it in

the target language. Since it in the line It helps heal damage skin, make it

fairer and protect from the sun damage for fairness even under the harsh sun

refers to Vaseline, according to the previous sentence Presenting proudly

healthy white SPF 24, the context shows that the speaker is talking about

Vaseline healthy white SPF 24. However, the translator tends to ommit it.

Furthermore, the translator rendered the phrase make it fairer into

mencerahkan. According to the Oxford Dictionary, make (v) is to be or

become something through development, to turn out to be something.

Meanwhile, fairer (adj) in Oxford dictionary is pale, light in colour. Here, the

translator tends to translate it become mencerahkan. If the translator rendered

it in semantic way, it would be membuat kulit lebih cerah. However, the

translator transfered it into mencerahkan which is more attractive and not

wasting the time since this utterance is the advertisment and needs to be more

simple and understandable. So that, the message is communicatively

transferred from the Source Language (SL) to the target audience.

44

CHAPTER IV

CONCLUSIONS AND SUGGESTIONS

A. Conclusions

Based on the data analysis, the researcher concludes the results and

the significancees of this research as described below.

Firstly, the researcher has analyzed 11 data from 7 hygiene product

advertisements in English version that are classified according to John R.

Searle’s theory of representative illocutionary acts. From 11 data of

representative utterances, it is found 8 type of informing utterances, 2 type of

asserting utterances and 1 type of concluding.

Secondly, the types of informing are more dominant in this research

because the advertiser tends to hold the target audience’s interest by

convincing and giving the fact or information of the product since the

utterances belongs to the advertising text.

Lastly, based on the equivalent effect, almost of the representative translation

utterances in these Indonesian version advertisement is communicatively

translated because its translation focuses on the effect on the target language

or the audience. In brief, its translation is done comunicatively since the

function of the advertisment is making the word more simple, easy to be read

and attractive. So that the translation has to be done concerning of the

advertisment function. Furthermore, the translatortends to make the

representative type in the Source Language (SL) similar with the

representaive type in the Target Language (TL).

B. Suggestions

After finishing this thesis, the suggestion that can be given to :

1. Students, who want to study about the representative utterances

and equivalent effect,

2. Researchers, who want to learn several theories and read many

references related to the topics,

Translators, who want to practice especially about the

advertisement translation.

46

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49

APPENDICES

COLGATE

English Version

New.. Colgate Total Charcoal Deep Clean

It cleans deep and between teeth.

Deep clean? Between teeth? Really ? How?

With normal brushing, it’s hard to clean in between teeth with bacteria

builds so fast Try New Colgate Total Charcoal Deep Clean

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Indonesian Version

Pastagigi Colgate Total sekarang dengan kandungan charcoal

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English Version

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nourish better than milk

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Indonesian Version

Dove atau susu?

Mana lebih menutrisi kulit?

Hanya Dove Body Wash baru dengan terobosan baru nutrium moisture

menutrisi hingga ke dalam lapisan kulit

Kulit terasa lebih halus, lembut dan kenyal untuk menutrisi kulit lebih baik

daripada susu

Dove Body Wash Baru

LUX

English Version

What is beauty?

It’s not just this?

Or this?

It’s my elegance, my confidence and my perfume

Lux with flower fusion oil for two times better parfume bloom than real

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See to my beauty , my Lux perfume

Indonesian Version

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Bukan hanya ini atau ini

Cantikku adalah pesonaku, percaya diriku, dan keharumanku

Lux dengan busa lembut melimpah dan floral fusion oil untuk keharuman

parfum dua kali lebih semerbak dibanding bunga sesungguhnya

Rahasia kecantikanku keharuman Lux milikku

MAMYPOKO

English Version

MamyPoko

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A new speed wave sheet and absorb very fast with this weavy texture and

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MamyPoko Dry comfort all day

Indonesian Version

Halo .. aku Poko Charm

Lihat ... Yeayy.. bergelombang

Waah cepat ya

MamyPoko baru dengan speed wave yang menyerap pipis lebih cepat

karena langsung diserap dan mengalirkan udara

Kulitmu lebih tetap kering

Hmm.. kamu lebih nyaman

MamyPoko tetap kering

REXONA

English Version

Don’t like yellow stains ruin your look

New Rexona Invisible Dry protects white clothes from yellow stains black

clothes from white marks

The latest in a fashion

Rexona Invisible Dry

Available for women and men

Rexona.. it won’t let you down

Indonesian Version

Jangan biarkan noda kuning mengganggu penampilanmu

Baru Rexona Invisible Dry melindungi pakaian putih dari noda kuning,

pakaian hitam dari noda putih

Inovasi baru dari Rexona Invisible Dry

Tersedia untuk wanita dan pria

Rexona setia setiap saat

TRESEMME

English Version

Are you so let frizz ruin my life?

Then my stylish urge me interest a loan powerful frizz control that last up

to 48 hours

New Tresemme Keratin Smooth the lower sulfate system infuses the

keratin leaves hair so smooth even my stylish loves it

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Tresemme.. professional affordable

Indonesian Version

Hari yang baru tapi masalah rambut megar dan sulit diatur masih sama

Untungnya hair stylishku menganjurkan perawatan profesional untuk

rambut lembut mudah diatur hingga 48 jam.

Tresemme Keratin Smooth dengan keratin membuat rambut ekstra lembut

bahkan hair stylishku menyukainya

Sekarang aku dapat menaklukan rambutku

Tresemme.. rambut indah salon setiap hari

Tresemme

VASELINE

English Version

You do a lot to keep your skin fair?

You even go out the way to hide from the shadow

But the sun keep still damaging your fairness

Presenting proudly healthy white SPF 24

It helps heal damage skin, make it fairer and protect from the sun damage

for fairness even under the harsh sun

The healing power of Vaseline

Indonesian Version

Banyak hal yang kamu lakukan agar kulitmu tampak cerah

Kamu bahkan selalu bersembunyi di tempat yang teduh

Tapi sinar matahari masih bisa merusak kulit cerahmu

Mempersembahkan Vaseline Healthy White SPF 24

Memperbaiki kulit rusak, mencerahkan dan melindungi dari kerusakan

akibat sinar matahari

Kulit tampak cerah walaupun di bawah terik matahari

Vaseline kekuatan memperbaiki