The Use of Newmark's Translation Theory in Online Advertising

Abstract

This research aims to examine the challenges faced in translating digital texts on social media, particularly in the context of the variety of languages and styles used by users on platforms such as Twitter and Instagram. The main focus of the research is to analyze how Newmark's Theory, with its semantic and communicative translation approaches, can be applied to overcome the differences in cultural and linguistic expressions in social media. The method used in this research is a qualitative descriptive method, by analyzing examples of translation of abbreviations and acronyms frequently used in social media, such as “ASAP”, “ATM”, and “Wdyt”, and how they can be adapted to the local cultural context and audience. The results show that the semantic translation approach is suitable for terms that have universal meanings, while the communicative approach is needed for terms that are heavily influenced by specific social and cultural contexts. The conclusion of this study is that translators need to adjust translation strategies based on the type of text and cultural context to ensure that the translated message remains relevant and easily understood by the target audience.