Reconstructing persuasive meaning across languages: A qualitative study of English–Indonesian advertising translation

Abstract

Advertising translation is complex, requiring more than mere linguistic transfer; it must also be culturally appropriate and communicatively effective. This study explores the reconstruction of persuasive meaning in English–Indonesian advertising translation, emphasizing translation strategies, cultural adjustments, and persuasive functions. A descriptive qualitative design was utilized to analyze selected bilingual advertising materials. The study involved a comparative analysis of source and target expressions, focusing on persuasive linguistic features and translation techniques. Results indicated that advertising translation is not solely dependent on literal translations but encompasses strategies such as modulation, reduction, explicitation, established equivalence, and creative reformulation. Out of 15 translation units analyzed, 53.3% preserved the central persuasive meaning, 20.0% modified it, and 26.7% involved significant linguistic or communicative adjustments that reconstructed meaning. Notably, lexical differences between English and Indonesian did not always lead to persuasive loss; reformulation often improved the naturalness of the target language while maintaining broader persuasive values like authenticity, inclusivity, confidence, and cultural relevance. The study concludes that English–Indonesian advertising translation represents a continuum of meaning maintenance, modification, and reconstruction, highlighting the significance of persuasive equivalence beyond mere linguistic equivalence.