ANALYSIS OF TRANSLATION TECHNIQUES AND READABILITY ON NOUN PHRASES IN THE SOMETHINC WEBSITE IN THE “CALM DOWN!” PRODUCT SERIES

This study employs a qualitative descriptive method aimed at identifying the types of noun phrases used in the product descriptions of the “Calm Down!” series on the Somethinc website, analyzing the translation techniques applied, and evaluating the readability of the translations. The classification of noun phrases refers to the theory by Widjono (2005), while the analysis of translation techniques uses Molina and Albir’s (2002) framework of 18 techniques. The quality of the translation, particularly in terms of readability, was assessed through a Focus Group Discussion (FGD) with raters, using the parameters adapted from Nababan et al. (2010). The findings analyzed using Spradley’s (1980) model revealed 144 data points of noun phrases, categorized into three main types: modificative, coordinative, and appositive. Modificative noun phrases were found to be the most dominant, with 76 data points. Of the 18 translation techniques, 7 techniques were identified as being used, with pure borrowing being the most frequently applied technique, found in 53 data points. The average readability score was 2.6, indicating that the product descriptions are relatively easy to understand for the users. The results of this study contribute to a deeper understanding of the use of noun phrases, translation techniques, and readability levels in skincare product descriptions. This study emphasizes the importance of retaining terms that are already familiar to consumers, ensuring that the information presented is concise, clear, and easy to comprehend for product users.