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All Journal EJI (English Journal of Indragiri) : Studies in Education, Literature, and Linguistics
Daniel Sbastian
Universitas Internasional Jakarta - Indonesia
Education Languange, Linguistic, Communication & Media

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Visual Semiotics of Instagram Advertising Posters: A Grammar of Visual Design Analysis of Indonesian Soda Brands Juvelman Harefa; Daniel Sbastian
EJI (English Journal of Indragiri): Studies in Education, Literature, and Linguistics Vol. 10 No. 2 (2026): EJI (English Journal of Indragiri): Studies in Education, Literature, and Ling
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61672/qxkmej79

Abstract

Despite the growing use of Instagram advertising, comparative visual semiotic studies examining how competing soda brands construct brand identity remain limited. This study analyzes how visual elements in soda drink advertising posters shape meaning and brand image through four aspects of Kress and van Leeuwen's (2006) Grammar of Visual Design: composition, modality, represented participants, and interactive participants. A descriptive qualitative approach was applied to eight official Instagram posters from the four most popular soda brands in Indonesia (Coca-Cola, Fanta, Sprite, and BIG Cola) based on the 2025 Top Brand Award. While all four brands share high visual modality and product-centric composition, they differentiate through distinct coding orientations: Coca-Cola and Sprite employ naturalistic realism to convey authenticity and purity, Fanta adopts a sensory orientation with stylized visuals to express youthful energy, and BIG Cola blends naturalistic detail with sensory boldness. All brands predominantly use the offer image, positioning the audience as observers. Critically, BIG Cola uniquely deploys a demand image through the direct gaze of football stars, creating a parasocial connection absent in the market leaders. This study demonstrates how brands in the same product category construct distinctive multimodal identities on Instagram, and how a challenger brand uses the demand image to disrupt convention. The findings provide practical insights for marketers in designing visual brand identities and contribute to multimodal advertising research in digital communication.
Translating Batak Toba Cultural Terms in Toba Dreams:Domestication and Foreignization in English Subtitles Ucok simamora; Daniel Sbastian
EJI (English Journal of Indragiri): Studies in Education, Literature, and Linguistics Vol. 10 No. 2 (2026): EJI (English Journal of Indragiri): Studies in Education, Literature, and Ling
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61672/abxdf017

Abstract

As Indonesian films increasingly reach international audiences through global streaming platforms, subtitle translation plays an important role in representing local cultural identity across languages. However, limited studies have examined how subtitle translation strategies shape the representation of indigenous cultural identity in audiovisual media. This study investigates the domestication and foreignization strategies used in translating Batak Toba culturally specific items (CSIs) in the English subtitles of Toba Dreams (2015). Guided by Venuti's (1995) domestication and foreignization framework and Newmark's (1988) cultural taxonomy, this study employed a descriptive qualitative approach using the official Netflix subtitle corpus. The findings identified 26 culturally specific items distributed across five cultural categories. Domestication was the dominant strategy (77%), particularly for Social Culture items, while foreignization (23%) was mainly applied to Material Culture items supported by visual context. Although domestication improved subtitle readability, it also reduced the representation of Batak Toba social hierarchy, especially the Dalihan Na Tolu kinship system. This study contributes to audiovisual translation research by demonstrating how subtitle translation strategies influence the representation of indigenous cultural identity while balancing cultural preservation and audience accessibility.
English-Indonesian Subtitling of Figurative Language in Final Destination: Bloodlines: An Accuracy and Acceptability Analysis Arif Sorayaman Hulu; Daniel Sbastian
EJI (English Journal of Indragiri): Studies in Education, Literature, and Linguistics Vol. 10 No. 2 (2026): EJI (English Journal of Indragiri): Studies in Education, Literature, and Ling
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61672/16y7d204

Abstract

Figurative language is central to horror cinema, yet its transfer in subtitling is complicated by the medium's spatial and temporal constraints, and prior studies have often measured accuracy without separating meaning transfer from target-language naturalness. This study investigates the English-to-Indonesian subtitle translation of figurative language in the horror film Final Destination: Bloodlines (2025). Its objectives are to identify how four dominant figurative types are distributed across the corpus, to determine the translation techniques used to transfer them, and to assess subtitle quality using the Functional Equivalence and Acceptability dimensions of Pedersen's (2017) FAR model. Although the FAR model comprises three pillars, the Readability dimension, which concerns technical spotting such as line length and reading speed, is deliberately set aside so that attention remains on the linguistic-semantic transfer of figurative meaning, which the two retained dimensions govern. Employing a qualitative descriptive design supported by quantitative frequency data, the corpus comprises 20 purposively selected segments representing Simile, Metaphor, Personification, and Hyperbole. A second rater validated the data, yielding inter-rater agreement of κ = 0.83 (Cohen's Kappa), within the almost perfect range. The translator relied mainly on Literal Translation (40.0%) and Modulation (40.0%), supplemented by Transposition (15.0%), Amplification (5.0%), and Reduction (5.0%). For quality, 85.0% of expressions achieved Accurate Functional Equivalence, while 15.0% were Less Accurate due to reduced stylistic or supernatural intensity; likewise, 85.0% were Acceptable and 15.0% Less Acceptable due to slight rigidity. The study concludes that while literal translation secures formal correctness, strategic modulation and transposition are crucial for preserving psychological tension and cognitive immersion, and that figurative meaning is most easily weakened at culturally specific images and at the directness of metaphor and personification.
Co-Authors Arif Sorayaman Hulu Juvelman Harefa Ucok simamora