ANALYSIS OF TRANSLATION SHIFT ON PRODUCT DESCRIPTIONS IN “STYLEKOREAN” OFFICIAL WEBSITE

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This descriptive qualitative research aims to discuss the function of adjective phrases,
translation shifts, and translation quality in beauty product descriptions on the official
StyleKorean website. In this study, the analysis of the function of adjective phrases refers to
Aarts & Aarts (2019) and the analysis of translation shift refers to Catford's (2021) theory. The
assessment of translation quality in the aspects of accuracy, acceptability, and readability is
based on the theory of Nababan (2020) through Focus Group Discussion sessions with raters
who are competent in the field of English translation. In this study, a total of 110 data were
obtained from the linguistic unit of adjective phrase function; 80 data were adjective phrases
as attribute objects and 30 data were adjective phrases as attribute subjects. The shifts found in
5 categories of translation shifts; 34 data experienced structural shifts, 28 data occurred unit
shifts, 17 data occurred intra-system shifts, 17 data occurred class shifts, and 14 data occurred
word-level shifts. The translation quality of the terms in this site is classified as accurate,
acceptable, and readable in the target language with each score of 2.8 for the accuracy aspect,
2.7 for the acceptability aspect, and 2.75 for the readability aspect.
Keywords: adjective phrase function, translation shift, translation accuracy, translation
acceptability, translation readability, StyleKorean