A Case Study of Public Social Advertisements Translation: Pragmatics Approach

Abstract

Purpose: This research analyzed the translation of Covid-19 WHO Infographics through pragmatics. It aimed to figure out speech acts in Monroe’s Motivated Sequence in source text, translation techniques applied to render, and its impact on quality and shift of speech act.   Theoretical framework: Main theories employed in this research are speech act theory by Searle & Vandervekken (1985) and translation technique by Molina & Albir (2002).   Design/methodology/approach: This is qualitative descriptive research with a single embedded study case, collecting data purposively by applying the document analysis and FGD (Focus Group Discussion), and employing Spradley’s steps of data analysis about domain, taxonomy, componential, and cultural theme.   Findings: The research found some speech acts such as assertive, directive, and commissive spreading in each MMS. The successful translation is mostly caused by the application of equivalent established technique. Unsuccessful translation is caused by modulation technique because the translation cannot reach the equivalency of illocutionary effect, persuasive strategy, and mis-organizing persuasive text based on MMS. This research concluded that the translator’s decision in applying the translation techniques impacted on the shift of the speech acts which is in turn to influence the quality of translation especially on the accuracy. Therefore, it can be confirmed that the translation behaviour in term of translation techniques application and its impact on the quality of translation is the image of the translator’s competency.   Research, Practical & Social implications: Theoretically, this research showed that the translation skill can be supported by the understanding of pragmatics. Practically, this researched can help the translators to improve their skill in translating.   Originality/value: This is original research which is conducted by taking some source text (English version) of infographics about Covid-19 campaigns and their translation (Indonesian version). The infographics is officially released by World Health Organization (WHO) from 2020 to 2022.