AN ANALYSIS OF TRANSLATION TECHNIQUE AND QUALITY ASSESSMENT ON THE TRANSLATION SHIFT IN “IKEA” PRODUCT ADVERTISEMENT

Product advertisement plays an essential role, especially in this modern era. It attracts people to buy the products or services offered. This research is aimed to (1) identify the translation shift of Ikea product advertisement translation, (2) identify the translation technique of Ikea product advertisement translation, and (3) investigate the accuracy and the acceptability of Ikea product advertisement translation. This research is using the descriptive-qualitative method. There are 151 data that were identified in this research. The result of this research demonstrated that all 5 types of shifts were found with the structure shift as the dominant shift with a total of 67 structure shifts, 50 unit shifts, 25 intra-system, 8 class shifts, and 1 level shift. There are 7 translation techniques that were found out of 18 translation techniques; 53.46% established equivalent, 23.81% transposition, 10.60% adaptation, 6.45% amplification, 1.84% borrowing, and 0.92 for each reduction and literal technique. The dominant result of this research, structure shift and established equivalent technique, resulted in an accurate and acceptable translation with an accurate score of 2.72 and an acceptable score of 2.75. The average score of the translation quality is 2.73. The average score demonstrated that the Ikea product advertisement translation is translated accurately and the translations are acceptable in the target language.