Single description.

Van den Broeck and Lefevere (1979: 61-66) proposed the following translation act to determine the
level of text translating ability. The less information there is, the less complex the structure, the
larger the translation, and the reverse. There will always be a loss of certain meaning when a text is
translated." In the case of advertising translation, the translator must be especially sensitive to the
loss and advantages of cultural elements. Cultural elements in the original text to translate it into the
target text and produce the same effect as in the source text.

There is a translation theory that meets the requirements of a talk and its function.

1. The role of semiotics in translation theory. Semsemiotics, is a systematic study of marks, system or
structure of marks, sign processes, and mark function. These elements are central to the process of
semiosis, and together they form a sign. Signs are anything that can be interpreted, and must be
physically and mentally visible. For the purpose of translating persuasive ads, their various signs,
meaning and significance and their intertextual relationships (text and context) must be checked in
order to determine their significance and role when translated into other languages and cultures.

2. Translation as a practice of semiotics. To determine the role of semiotics in translation, one must
look at concepts (1) translation, and (2) semiotics. Translation discusses aspects of communication
and relates to the use, interpretation, and manipulation of the message, which is the same semiotics
(Gorlee 1994: 11). Traditional translations deal mainly with linguistic aspects in ads, but now the
semiotics of such sermons should be included in order for the culture to be transferred.

3. Semiotic basis for translation. Semiotics, the basis for persuasive advertising translation. - why? All
words represent a sign, because it can produce meaning. Gorlee (1994: 13) supports this view by
stating: omitting the idea that semioth is the basis of saussure-based states that all languages are a
system, a coherent semiotic structure, and thus all text can be analyzed semiotically.

A brief background to semiotic approach: De saussure and Pierce.

De saussure state that all languages are a system, a complete semiotic structure. Piercean semiotics
offer a broader scope where translations and semiotics can be discussed. His approach is more
common and may be used to translate three types of jakobson translations: intralingual, interlingual,
and intersemiotics. This approach does not merely involve the region of the language because it
includes nonverbal signs. Peirce defined tafsir as a translation of the sign, but he also referred to
translation as a specific example of the interpreter. Peirce defined tafsir as a translation of the sign,
but he also referred to translation as a specific example of the interpreter.

Translation theory and semiotics approach.

Language covers more than the meanings of symbols and the combinations of symbols; It's basically
a code that operates, or, in other words, a code that functions for a particular purpose. So we have
to analyze the messenger of messages in terms of dynamic dimensions. Nida's "dynamic dimension"
in which the "equivalent message" is produced is a point for the ongoing Pierce process through
which a sign stands ina certain dynamic relationship with signs preceding and signs thereafter, thus
forming a sign system (Gorlee 1994: 14).

Translation of signs.
Jakobson (quoted in toury 1980:14) states that the meaning of any sign of language is his translation
into an alternate "more fully developed" sign. An oral sign can be interpreted in three ways: it can be
translated into other signs that have the same language, into another language, or into a system of
other oral emblems. These three types of translations are also called:
• translation or adaptation in languages. It is the interpretation of verbal signs through other signs of
the same language. Let's say simile is used.
• interlingual translations or translations. It's the interpretation of verbal signs through another
language.
• an intersemiotic or transmutation rendering. It's an interpretation of verbal signs through
nonverbal system signs.

The French theory, Georges Mounin, understood translation as a series of operations which means
starting point and end product is a sense and function in a particular culture (Cited in Bassnett-
McGuire 1980: 14).