Translation shifts in body copy texts of beauty and body care products

Rohayati, Siti Silvi (2018) Translation shifts in body copy texts of beauty and body care products. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The description of the product contains the body copy text. In the body copy text there is usually a translation process. Which there are two languages such as English and Bahasa Indonesia. This research focused on Category Shifts that applied in the body copy text of beauty and body care products. The writer uses the theories of Catford (1965) and Newmark (1988) as the theories that support it. Problems discussed in this research: 1) How is the structure shift used in the body copy text of Beauty and Body Care products? 2) How is the unit shift appeared in the body copy texts of Beauty and Body Care products? 3) How is the Intra-system shift occurred in the body copy texts of Beauty and Body Care products? To analyze the data the writer used a qualitative method. The findings show: The writer finds three kinds of category shifts. The structure shift found in this study, which changes from the modifier + head system to the head + qualifier in beauty and body care products. The grammatical arrangement in these products has changed when translated into the target language. Besides that, the shifts occurred in the form of nouns, noun phrases, and clause. As for Unit Shift in beauty products appeared from the upward rank shift and the downward rank shift in the language system. Even though there is a shift but the meaning conveyed in the two languages in the product has the same purposed. In addition, the intra-system shift that occurred in the body copy text of beauty and body care product is the existence of plural forms into singular forms. The source and target language in these products are in a system that is almost the same but the translation results do not show the interrelatedness. The meaning of the source language of the product has the same meaning in the target language.

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