Strategies used by translation

a.       Translation by a more general word

This is one of the commonest strategies for dealing with many types on non-equivalence, particularly in the area of propositional meaning. Its works equally well in most, if not all, languages, since the hierarchical structure of semantic fields is not language - specific.

For example : :
Source text (English) : Shampoo the hair with WELLA-SHAMPOO

Target text ( Spanish) : lavar el cabello (‘wash the hair’)

Oxford dictionary.com : shampoo is noun and a verb. As a verb, it means ‘ wash or clean (something, especially the hair) with shampoo

b.      Translation by a more neutral /less expressive word
Source text (English) : give us today our daily bread (the Bible)

Target text ( Indonesia) : berikanlah kami pada hari ini makanan.

Oxford dictionary.com : bread : ‘food made of flour, water, and yeast mixed together and baked ; The food that one needs in order to live’

KBBI : roti : makanan yang dibuat bahan pokok tepung terigu, banyak macamnya.

c.       Translation by cultural substitution
This strategy involves replacing a culture-specific item or expression with a target-language item which does not have the same propositional meaning but is likely to have similar impact on the target reader.

For example :

Source text : ( English) : loan shark

Oxforddictionary.com : ‘ A moneylender who charges extremely high rates of interest, typically under illegal conditions’.

Target text ( Indonesia) : lintah darat

d.      Translation using a loan word or loan word plus explanation

This strategy is particularly common in dealing with culture- specific items, modern concepts, and buzz word. Following the loan word with an explanation is very useful when the word in question is repeated several times in the text.

For example : Indonesia – English

                        Radar ( radio detecting and ranging) = radar

e.       Translation by paraphrase using a related word

This strategy tends to be used when the concept expressed by the source item is lexicalized in the target language but in a different form, and when the frequency with which a certain form is used in the source text is significantly higher than would be natural in the target language.

For example :

Indonesia- English

Posyanrealdu = pos pelayanan terpadu = integrated service post (?)

                 = material and child health services

f.       Translation by paraphrase using unrelated words

If the concept expressed by the source item is not lexicalized at all in the target language, the paraphrase strategy can still be used in some contexts.

For example : English – Indonesia

                        Home page : laman
                        email : surel (surat elektronik), posel (pos elektronik)

g.      Translation by omission

This strategy may sound rather drastic ,but in fact it does no harm to omit translating a word or expression in some contexts.

h.      Translation by illustration

This is useful if the word which lacks an equivalent in the target language refers to a physical entity which can be illustrated, particularly if there are restrictions on space and if the text has to remain shot, concise, and to the point