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- W2763980828 abstract "The translation of advertisements becomes more commonplace as multinationalcompanies intend to sell their products to many countries outside their origin, especiallytranslations from English to Indonesian. However, problems arise when consideringwhether the translation should appeal to global influences of the source language orinstead focus on local characteristics of the target language. One manifestation of suchproblems can be seen in the popular Oreo Wonderfilled advertising campaign, thecommercials of which have been translated into Indonesian. There are three versions ofthe advertising commercials that constitutes the ST and TT of this study. This studyattempts to describe the Source and Target Texts’ extratextual and intratextual factors inthe light of skopostheorie proposed by Vermeer, later expanded into the translationorientedtext analysis of Nord (2005). The text is then analyzed in the perspective oflocalization as described by Ortiz-Sotomayor (2007). The study concluded with theassertion that the ST and TT profiles of Oreo Wonderfilled advertisement conform to thenotion of skopos, in which the translation relies on the aim to persuade viewers intopurchasing the product. In achieving this goal, localization is used to create theadvertisement and alter parts of it that might disagree with the cultural values of theviewers, which may dissuade them from buying Oreo." @default.
- W2763980828 created "2017-10-20" @default.
- W2763980828 creator A5004431937 @default.
- W2763980828 date "2017-01-01" @default.
- W2763980828 modified "2023-09-27" @default.
- W2763980828 title "COMPARISON OF ENGLISH AND INDONESIAN LYRICS OF OREOWONDERFILLED ADVERTISEMENT: A LOCALIZATION PERSPECTIVE" @default.
- W2763980828 hasPublicationYear "2017" @default.
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