A Persuasive Analysis of Translation Shifts and Pragmatic Functions of Speech Acts in the Promotional Texts on tiket.com

This study aimed to identify what types of illocutionary acts being present and dominant, the types of translation shifts occur and dominant, and the influence of translation shifts in illocutionary acts on pragmatic function and intended persuasive force in the promotional texts on tiket.com. The objects of this study are types of illocutionary acts which follows Austin (1962) and Searle (1979) Speech Acts theory, translation shifts which follows Catford (1965) theory, pragmatic function which follows Baker (2018) theory, Aristotle (400 BC) persuasive theory. This study used descriptive qualitative method. The data was collected used purposive sampling and analysed through the documentation analysis. The findings revealed four types of illocutionary acts from 100 data, directive 49% in ST and 59% in TT, assertive 38% in ST and 32% in TT, expressive 10% in ST and 7% in TT, and commissive 3% in ST and 2% in TT. Furthermore, there are 285 shifts from 100 data, structure shift with a percentage of 35.44%, class shift with a percentage of 31.23%, unit shift with a percentage of 29.12%, intra-system shift with a percentage of 3.86%, and level shift with a percentage of 0.35%. Moreover, from 100 data, there are 42 data maintained the pragmatic function, 33 data strengthened the pragmatic function, and 25 data weakened the pragmatic function. This study concluded that directive acts are the most dominant in both the source and target texts, and translation shifts, particularly structure, class, and unit shift frequently occur in the promotional texts on tiket.com. These shifts generally help maintain or strengthen the pragmatic function and intended persuasive force, although in some cases they also weaken them, showing that translation choices significantly influence how persuasive intent is conveyed in the target text.

Keywords: persuasive analysis, pragmatic functions, speech acts, tiket.com, translation shifts.