KAJIAN KES PROSEDUR PENTERJEMAHAN MAINAN KATA TEKS IKLAN DARIPADA
BAHASA CINA KEPADA BAHASA MELAYU
(A Case Study on the Translation Procedures of Puns in Advertisements from Chinese to Malay)


Chow Yean Fun
chowyf21@gmail.com

Fong Pui Wan
pw.puiwan@gmail.com

*Hasuria Che Omar
hasuria@usm.my

Bahagian Pengajian Penterjemahan dan Interpretasi,
Pusat Pengajian Ilmu Kemanusiaan,
Universiti Sains Malaysia.

Sila rujuk: Chow Yean Fun, Fong Pui Wan, Hasuria Che Omar. (2019).Kajian kes prosedur penterjemahan mainan kata teks iklan daripada bahasa Cina kepada bahasa Melayu. Jurnal Bahasa 19(1), 17-40.

Abstrak

Artikel ini membincangkan penterjemahan mainan kata dalam teks iklan bahasa Cina kepada bahasa Melayu berdasarkan kaedah penterjemahan mainan kata yang dikemukakan oleh Delabastita (1996). Tujuan kajian ini adalah untuk mengenal pasti prosedur penterjemahan yang diaplikasikan dalam terjemahan mainan kata dalam teks iklan daripada bahasa Cina kepada bahasa Melayu. Empat iklan yang mempunyai mainan kata dipilih sebagai teks sumber kajian. Kajian ini berdasarkan pendekatan retorik dalam pengiklanan, penterjemahan makna dan prosedur penterjemahan oleh Delabastita. Perbincangan juga dipandu oleh tiga persoalan kajian, iaitu, apakah elemen retorik dalam konteks iklan yang dikaji? Bagaimanakah makna mainan kata diterjemahkan dalam iklan? Apakah prosedur kata dalam iklan bahasa Cina-bahasa Melayu? Dapatan kajian menunjukkan bahawa tiga prosedur penterjemahan yang dikemukakan oleh Delabastita (1996), iaitu prosedur “mainan kata dalam teks sumber diterjemahkan kepada mainan kata dalam teks sasaran”, “mainan kata diterjemahkan kepada bukan mainan kata” dan “mainan kata dijelmakan sebagai elemen berkaitan dengan retorik” yang boleh digunakan untuk menterjemahkan mainan kata dalam iklan daripada bahasa Cina kepada bahasa Melayu. Selain itu, prosedur pengguguran dan adaptasi turut diperlukan bagi membolehkan imej tabu ditiadakan dalam terjemahan. Namun begitu, adaptasi dapat digunakan untukmenggantikan makna yang didukung oleh lambang yang bersifat tabu tersebut.

Kata kunci: penterjemahan mainan kata, iklan, tabu (pantangan), prosedur penterjemahan

Abstract

This paper discusses the translation of puns in advertisements fromChinese to Malay based on the pun translation methods introduced by Delabastita (1996). The objective of the study is to identify the translation procedures that can be applied in translating puns in advertisements from Chinese into Malay. Four advertisements with puns were selected as the source texts for this study. This study is based on several approaches: i) rhetoric in advertising, ii) translation of meaning and iii) translation procedures of puns by Delabatita. The discussion is also guided by three research questions. Those questions are, what are rhetoric elements found it the context of advertsement understudy?, how are the wordplays translated in the advertisements, and what are the procedures used to translate the Chinese advertisements into Malay? The findings show that three translation procedures proposed by Delabastita (1996), namely ‘puns in the source text are translated as puns in the target text’, ‘puns translated as non-puns’ and ‘puns are translated as related to rhetorical devices’ are the translation procedures that can be adopted in the translation of puns from Chinese to Malay. Omission and adaptation, however, are among two necessary procedures adopted to omit taboo images and to replace the meanings of taboo symbols.

Keywords: translation of puns, advertisements, taboo, translation procedures

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