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description Journal article public Applied Translation

Literal Translation: a Study with Several Translation Techniques to Get a Good Translation Result

Vartina Riecher
Published 2019

Abstract

In translating advertisements, there are things to keep in mind. First, ad text has a different type of character from other text, secondly, there are limitations in the ad itself. An advertisement is limited to customs and habits, religion and beliefs, norms and ethics as well as the use of language and language style. This implies that an advertisement cannot freely express the ideas or ideas of producers to potential consumers, especially if the advertisement is aimed at consumers who have different languages ​​and of course different cultures. A picture or sentence that can be considered neutral in one area but has a different interpretation in another. For example: in a print media commercial advertisement issued by the local government, one type of regional superior product is written which is called 'sarong goyor'. If this advertisement is given to an audience outside the area where the source text originates, then the word sarong goyor may become lepas in its meaning. For this reason, in translating a text, the translator needs to understand the approach, strategy and ideology used by the translator.

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