RUMMANATUL ALANIYAH, - (2022) Translation Strategies of Indonesian Dish Names in Food Labels of Instant Cooking Spice Products. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Globalization drives the need for translation due to the increase of food production and distribution around the world. One of food-related translation is product labels. The aim of this study is to find out the strategy for translating Indonesian dish names into English on the food labels of instant cooking spice products. This study employed qualitative approach in which strategies were identified using Pedersen's translation strategy used in subtitles as labels and subtitles are space-limited and there are pictures accompanying the text. Data obtained from the official website of seven brands of instant cooking spice products are 125 Indonesian dish names and the translation. The results showed that there were five sub-strategies and six strategy combinations identified. These are three Complete Retention or 2.4%, 16 Addition or 12.8%, 27 Calque or 21.6%, 41 Paraphrase or 32.8%, 4 Cultural Substitution by Transcultural ECR or 3.2 %, and nine combination of Retention and Calque or 7.2%, one combination of Retention and Omission, one combination of Addition and Calque, one combination of Calque and Omission, one combination of Shifted Direct translation and Omission, and one combination of Retention, Calque, and Omission which constitute 0.8%. Paraphrase, a TL-oriented strategy, was the most frequently identified strategy. However, source oriented strategies were more frequently found which shows that there is an attempt to introduce Indonesian culture, Indonesian dishes, to the target market.

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