English-Indonesian Translation of Tagline (An Analysis of 20 International Advertisements) Nurjanah 087010027

The research paper entitled English-Indonesian Translation of Tagline (An Analysis of 20 International Advertisements). In this research, the writer has two purposes, those are: to find out the reason why Indonesian tagline translation different from the English version in some advertisement, and to find out what strategy used by translator in translating each tagline. The significances of the research are: to enrich the knowledge of the writer and the readers as well, become useful analysis in the future for the journalism student in making tagline of an advertisement, and proviedes some information about how to make a good translation, especially in translating English tagline into Indonesian. In this research, the writer uses qualitative method. After analyzing the data, the writer concludes that the difference between the English tagline and the Indonesian tagline translation is caused by some reasons. First, there are social, cultural, and situational adjustments in translation process. Second, there is a difference grammatical rule between English and Indonesian language. Third, as long as the translator defends the message from the English tagline version, the tagline is still considered as an adequate translation. Although, the words are completely difference. The writer also finds that the strategy used by translator in translating the tagline including translation method, translation principles, and kind of translation. There are nine methods used by the translator in translating English tagline into Indonesian language, those are descriptive/amplification method, paraphrase, conversion, compression, replacement, addition, omission, literal, and the combination of them. But, the more often method used is paraphrase. There are two basic principles in translating the English tagline; faithfully principle to the original writer and faithfully principle to the TL text readers. The result shows that sixteen tagline are using faithfully principle to the TL text readers. The writer also finds that there are six kind of translation, those are pragmatic translation, free translation, literal translation, communicative translation, semantic translation, and word-for-word translation. Literal translation, free translation, and communicative translation are the most kind of translation appear. By contrast, the less kind of translation appear is semantic translation and word-for-word translation