Quality of English Translation Advertisement in Sukabumi West Java Indonesia

Lusi Susilawati, Siska Hestiana, Kiki Sri Rezeki


All countries in ASIA are now facing ASEAN Economic Community (AEC). One of which is by using English in all aspects of the activities. Advertisement (ads) has also a role in facing AEC. Therefore, some companies use English in advertising their products. However its use of English sometime is not accurate and acceptable, therefore the result of its translation is hard to comprehend.

The main target of this research is to identify quality of English Translation Advertisement in Sukabumi Area, West Java Indonesia. The method applied in analyzing it is a descriptive qualitative method and the approach is translation studies. Meanwhile the main theory applied is translation theories from Molina and Albir.

The data are obtained by documenting some English ads which are then analyzed by applying contents analysis method as well as using raters to rate its quality.

The result of the research shows that from 18 techniques of translation, there are only 13 techniques of translation used in the data and it is Literal Technique which is most used by the translators. The percentage is about 19.40%. The use of the techniques results in the low quality of translation. It is shown by the accuracy rate of the translation which is only 38.6 % while its acceptance one is also only 30.8%. Another result of the research is the method how to translate the ads as well as the revision of some unqualified English translation of ads in Sukabumi. 

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DOI: https://doi.org/10.5296/ijl.v9i5.12035

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