TRANSLATION PROCEDURES AND EVALUATIVE MEANING OF LUXURY EXPRESSIONS IN THE LITERALLY TRANSLATED ENGLISH–INDONESIAN CAPTIONS OF BUTTONSCARVES’ INSTAGRAM

This study investigates the translation procedures and evaluative meanings of luxury expressions found in the literally translated English-Indonesian Instagram captions of Buttonscarves. The study aims to identify the categories of luxury expressions, examine the translation procedures applied, and analyze how evaluative meanings are realized and whether they are maintained or shifted through translation. A qualitative descriptive method is applied using three theoretical frameworks: Kondo's (2018) concept of luxury for categorizing expressions, Newmark's (1988) translation procedures for analyzing translation strategies, and Martin and White's (2005) Appraisal Theory, specifically the Appreciation subtype, for examining evaluative meanings. The data consists of 87 luxury expressions collected from Buttonscarves' Instagram captions posted between January and March 2026. The findings show that Elegance and Style are the most dominant luxury expression categories, followed by Comfort and Opulence. In terms of translation procedures, Couplets is the most frequently applied procedure, with Modulation combined with Transference as the most common combination. Regarding evaluative meaning, Reaction is the most dominant subtype in both the source and target language, and the majority of expressions maintain their evaluative meaning in translation. Only three expressions show a shift in evaluative meaning, all caused by Modulation applied as a single procedure. These findings indicate that literally translated captions generally preserve the luxury evaluative quality of the source language, and that the choice of translation procedure plays an important role in maintaining the intended appreciative meaning.