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
The toothpaste penetrates between teeth and reduces bacteria build-up by
up to 90%
Wow.. It really cleans bacteria and between
New... Colgate Total Charcoal Deep Clean
Indonesian Version
Pastagigi Colgate Total sekarang dengan kandungan charcoal
Charcoal? Di pasta gigi? Hah, kenapa Charcoal?
Menyikat dengan cara biasa akan sulit untuk membersihkan sela- sela gigi
dimana plak bakteri cepat tumbuh
Coba Colgate Total Charcoal Deep Clean Baru
Formula anti bakterinya juga mengandung partikel mikro charcoal mampu
menembus ke celah gigi dan mengurangi pertumbuhan plak bakteri hingga
90%
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Baru... Colgate Total Charcoal Deep Clean
DOVE
English Version
Dove or Milk?
Which is more nourishing?
We invited women to put Dove to the test
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
Wow.. Dove make skin smoother and more nourish than milk can for
nourish better than milk
Dove Body Wash.
Nourishes better than milk.
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
flowers
See to my beauty , my Lux perfume
Indonesian Version
Apa arti kecantikan?
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
Look !! It’s weavy.
A new speed wave sheet and absorb very fast with this weavy texture and
a last easy air flow
Hmmm .. Comfortably dry
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
Now I blow my hair,
Keeps a loan silk chair-worthy hair without this a loan press.
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