ANALYSIS OF TRANSLATION TECHNIQUES AND QUALITY ASSESSMENT OF PROMOTIONAL PHRASES IN THE OFFICIAL WEBSITE OF MSI.COM

This study examines the translation of promotional phrases on the product and promotion landing pages of the MSI website. The objectives of this study are to identify the types of promotional phrases based on the AIDDA model, analyze the translation techniques employed, and assess the accuracy of the translated promotional phrases. This qualitative descriptive study analyzed 139 promotional phrases from the MSI website, categorized according to the AIDDA model. The findings revealed that the most frequently used type of promotional phrase was "desire" (33%), followed by "interest" (26%), "attention" (22%), "action" (13%), and "decision" (6%). Ten translation techniques were identified: borrowing (16%), literal translation (14%), calque (13%), reduction (12%), amplification (11%), transposition (10%), common equivalent (9%), generalization (9%), adaptation (3%), and compensation (3%). The analysis of translation quality yielded an average score of 2.55, indicating a moderate level of translation quality for the promotional phrases on the MSI website.