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All Journal Celt: A Journal of Culture, English Language Teaching & Literature Studies in English Language and Education
Octoveria, Emma Natasha
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Arts Humanities Education Languange, Linguistic, Communication & Media

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Larger than life: Linguistic aspects as a strategy for provoking hedonism in car slogans Munandar, Aris; Octoveria, Emma Natasha
Studies in English Language and Education Vol 12, No 1 (2025)
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/siele.v12i1.34806

Abstract

Advertisements sell fantasy rather than just products, with their slogans creating lasting impressions of fantasy in the minds of target consumers. This research aims to explore how English slogans in Indonesian car advertisements provoke hedonism through specific syntactic forms and illocutionary forces. Through a qualitative analysis of syntactic and pragmatic aspects, the proportion of syntactic forms, illocutionary forces, and contextual ideas in 87 slogans from nine automotive brands sold in Indonesia: Toyota, Suzuki, Mitsubishi, Daihatsu, Honda, BMW, Mercedes Benz, Hyundai, and KIA were analyzed. It was discovered that low-priced car slogans are shorter, typically in phrase form, while expensive car slogans are longer and often in clause form. Despite the syntactic differences, both categories share similar illocutionary acts, predominantly representative acts aimed at informing consumers, building rapport, and enhancing the brands reputation. While directive acts are more persuasive, they can also be perceived as forceful, potentially creating a negative impression. The study highlights the importance of examining car slogans from a syntactic perspective, in addition to sociolinguistic and psycholinguistic angles. Additionally, the study explored how fantasy and hedonism are conveyed in slogans. Low-priced car slogans evoke close-to-reality fantasies with minimal use of adjective phrases and a weaker provocation of hedonism, whereas expensive car slogans offer symbolic fantasies, strongly provoking hedonism and encouraging indulgence in luxury, comfort, and independence, using both phrases and clauses with representative and directive acts. These findings suggest that car slogans make use of linguistic strategies that are conformed to fit the target market of a car.
Explicitation and Implicitation through Translation Shifts in the Annual Reports from Indonesian to English Octoveria, Emma Natasha; Munandar, Aris
Celt: A Journal of Culture, English Language Teaching & Literature Vol 23, No 1: June 2023, Nationally Accredited
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/celt.v23i1.3460

Abstract

Language serves a significant role in many forms of international business communication, one of which is the translation of annual reports. The primary objective of this study is to investigate the manner in which translation shifts can uncover explicitations and implicitations in the process of translating annual reports from Indonesian to English. Additionally, it seeks to identify aspects of translation that are made more explicit and implicit through translation shifts. This study incorporates Catford’s (1965) and Becher’s (2011) classifications of translation shifts to reveal the forms and functions of translation shifts for the purposes of explicitation and implicitation. We obtained the data from six annual reports of public companies in Indonesia. Through a descriptive-qualitative analysis, we discovered that the translation of annual reports from Indonesian to English performed explicitations through intra-system shifts and implicitations through structure-shifts. The study reveals how translation shifts do not only modify the syntactic structure of the target text, but they also modify the information load in the translation of annual reports from Indonesian to English.
Language and business: Patterns in the annual report translations of public companies in Indonesia Octoveria, Emma Natasha; Munandar, Aris
Studies in English Language and Education Vol 11, No 2 (2024)
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/siele.v11i2.34786

Abstract

The economic benefits of English proficiency and the pervasive use of English in business communications have increased the demand to translate business texts. As a part of the business text genre, an annual report is translated into English as a form of information disclosure for foreign investors of a public company in Indonesia. This study aims to explore translation patterns in annual reports from Indonesian to English using Catfords classification of translation shifts and Bechers classification of explicitations and implicitations. This research employed a mixed-method approach with both qualitative and quantitative analyses. The data sources were six annual reports of Indonesian public companies in three sectors (financial, non-cyclical consumer, and energy) obtained from each companys official website. By applying qualitative and quantitative approaches, the analyses reveal patterns of annual report translation. The findings of this study indicate that there were significant differences between annual reports in various sectors, as evidenced by the chi-square test result (X2(4, N = 138) = 20.21, p .001) and by variations in how translation shifts are used. Patterns in translating annual reports from Indonesian to English were identified, namely the use of explicitations and implicitations in interactional, cohesive, and denotational manners through translation shifts. The results of this study suggest that annual report translation was made possible through shifts involving changes in syntactic structure and the choice of information to be added, omitted, or substituted.
Co-Authors Aris Munandar