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All Journal CaLLs : Journal of Culture, Arts, Literature, and Linguistics Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya
Jepri, Jepri -
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Enhancing the Naturalness Through Cultural Adaptation in Translating English-Indonesian Advertisements Jepri, Jepri -
CaLLs (Journal of Culture, Arts, Literature, and Linguistics) Vol 10, No 2 (2024): CaLLs, December 2024
Publisher : Fakultas Ilmu Budaya, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/calls.v10i2.18516

Abstract

ABSTRACT Cultural adaptation plays an important role in the process of translating ads, whereby Hofstede’s theory of cultural dimension holds true for the case of English-Indonesian translation as well (Hofstede, 1980: p. 60). Marketing strategies must incorporate cultural elements, dialects, and images that resonate with the community. This is a case study to establish whether and to what extent cultural adaptation increases the credibility of English and Indonesian advertisement translations as well as interest and involvement of the audience. Focus was also placed on cultural theories of moderation and localization, including Hofstede’s model of cultural parameters (Hofstede, 1980; De Mooij, 2011), The study highlights the need for being culturally sensitive while translating advertisements. While adaptation increases the naturalness and appeal, it raises questions on how to balance fidelity to the original with accuracy of linguistics and cultural nuances. Keywords: cultural adaptation, Advertising Translation
TRANSLATING METAPHORICAL EXPRESSIONS OF BANJAR PROVERBS IN REVEALING HIDDEN MORAL GUIDANCE Jepri, Jepri -
Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya Vol 7, No 2 (2023): Vol 7, No 2 (2023): April 2023
Publisher : Fakultas Ilmu Budaya Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jbssb.v7i2.12482

Abstract

ABSTRACTThis paper studies about translating metaphorical expressions of Banjar and to reveal moral guidance. The translation of proverbs is really essential because it leads us to other areas of study, such as the grammatical function of the marked word, phrase, or sentence, which assist us in revealing moral values and cultural values. The current paper uses the data taken from a blog entitled Khazanah Makna Kata Bahasa Banjar with the address http://khazmakata.blogspot.com/2008/08/peribahasa-dalam-bahasa-banjar.html. The method applied in this study is descriptive qualitative method with the theory employs in this current paper is the theory of metaphor translation, the theory of proverbs and moral universal values theory.This study limitations are Translation strategies to translate metaphorical expressions of Banjar proverbs and to reveal the moral guidance/values hidden in Banjar proverbs. The metaphorical expressions of Banjar proverb are found as many as 114 proverbs consisting of 103 are metaphorical expressions or 90% and only 6% of nonmetaphorical or 7 data out of 114 data and others 4% or 4 data out of 114.  The result of the research is showing 100% moral guidance which is dominated by integrity as the universal of moral values. the moral value of integrity is dominated Banjar proverb which may represent Banjar people who hold tightly the integrity as their primary guidance of morality and then followed by responsibility and compassion which show 24% each.Key words: Metaphor Translation, Banjar Proverb, Moral Guidance
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