TRANSLATION PROCEDURES OF MARKETING TERMS IN THE TEXTBOOK ENTITLED “MARKETING MANAGEMENT 13TH EDITION” BY PHILIP KOTLER WITH KEVIN LANE KELLER : A case study of English-Indonesian Translation

Metha Dwi Intan Suteja, - (2012) TRANSLATION PROCEDURES OF MARKETING TERMS IN THE TEXTBOOK ENTITLED “MARKETING MANAGEMENT 13TH EDITION” BY PHILIP KOTLER WITH KEVIN LANE KELLER : A case study of English-Indonesian Translation. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

The aims of this research is to identify the marketing terms in the form of noun phrases found in the textbook, to identify the translation procedures and to analyze the translation quality of the marketing terms. The method used in this research is a descriptive qualitative method by analyzing the data into several steps. First, the researcher is collecting all the marketing terms of selected chapters of English version and Indonesian version. Second, the marketing terms are categorized based on the types of noun phrases and the marketing terms are analyzed in the terms of their translation procedures by applying Newmark’s theory (1988). Third, the translation quality of the marketing terms is assessed by employing Larson’s evaluation criteria for translation (1984). The result shows from 150 marketing terms chosen as the sample in this research, there are four dominant categories of marketing terms in noun phrase form, such as 33.33% of Noun, 14% of Noun + Noun, 12.67% of Determiner + Noun + Noun and 6.67% of Noun + Participle (V-ed) / (V-ing). The result also shows that translation procedures most frequently used by the translator are Couplet procedure with 40% and Triplet with 28%. The other translation procedures used by the translator are 9.33% of Literal, 8% of Transposition, 6.67% of Naturalization, 4.67% of Quadruplet, 2.67% of Transference and Through translation with only 0.67%. Meanwhile, the translation quality of the marketing terms in the textbook is in grade 3 or in “Good level” with percentage of 62.96%, it means that the translator of the textbook has succeeded in conveying the meaning from the SL into the TL naturally, accurately and clearly. So, it can be drawn that Couplet is the most frequently procedure applied by the translator in translating marketing terms, because some of foreign terms in the textbook are not sufficient to be transferred only by using Transference. When a term or a phrase contains more than one translation procedure, the translator can use Couplet procedure to produce proper translating process in the target language. Furthermore, all three respondents agree that the translation quality of marketing terms in the textbook is “Good”. The respondents are including the researcher and two of her colleagues who have some criteria such as, having a good knowledge in English, having experiences in analyzing and judging the translation quality and having sufficient knowledge about marketing terms.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Marketing Terms, Translation Procedures and Quality
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Pendidikan Bahasa Inggris
Depositing User:	Nanda Khaerunnisa Syafitri
Date Deposited:	24 Jul 2023 08:19
Last Modified:	24 Jul 2023 08:19
URI:	http://repository.upi.edu/id/eprint/93595

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