The Use of Newmark's Translation Theory in Advertising

Abstract

This study aims to examine the application of analyzing Peter Newmark's use of translation theory in the translation of online advertisements, focusing on the application of semantic and communicative approaches. The semantic approach focuses on accuracy and fidelity to the source text, while the communicative approach emphasizes more adjusting the message so that it can be understood and received well by the target audience. The method used in this research is descriptive qualitative, by analyzing examples of online advertisements translated using both approaches.  The results show that the communicative approach is more widely applied in online advertisements due to its ability to adapt the message to the local cultural context and audience preferences. The semantic approach, while still used, often faces challenges in terms of fluency and readability. In conclusion, the application of Newmark's translation theory is crucial in online advertising, with the communicative approach being more effective in ensuring the message remains relevant and persuasive in the global market.