Matahari, Yasmin Rayhan (2025) Translation Analysis of Persuasion on Product Description Label of Emina Bright Stuff Series. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

This study analyzes the translation techniques used in the product description labels of the Emina Bright Stuff Series and their impact on translation quality and persuasive strategies. The research focuses on how persuasive elements—ethos (credibility), pathos (emotion), and logos (logic)—are maintained or altered through translation. Using Molina and Albir’s classification, the study identifies the most frequently employed translation techniques, such as borrowing, established equivalent, modulation, and amplification. The research also assesses the readability of translated texts based on Nababan et al.’s framework. Findings indicate that borrowing and established equivalent are the most dominant techniques, ensuring clarity and preserving persuasive elements. Logical persuasion (logos) appears most frequently, highlighting the importance of factual and benefit-driven arguments in product descriptions. Emotional persuasion (pathos) follows, utilizing language that fosters engagement and aspiration among the target audience. The readability assessment reveals that the translated product descriptions fall into the 'readable' category, with an overall score of 2,58. The study concludes that translation techniques significantly influence readability and the effectiveness of persuasive messaging, with strategic adaptation necessary to maintain persuasion across languages. This research contributes to translation studies by providing insights into how bilingual product descriptions balance linguistic choices and marketing appeal.

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