Proceedings of the 2nd International Seminar on Translation Studies, Applied Linguistics, Literature and Cultural Studies, STRUKTURAL 2020, 30 December 2020, Semarang, Indonesia

Research Article

The Translation of Oreo TV Commercial: It is not a Piece of Cake!

Download74 downloads
  • @INPROCEEDINGS{10.4108/eai.30-12-2020.2311248,
        author={Dyah Ayu Nila Khrisna},
        title={The Translation of Oreo TV Commercial: It is not a Piece of Cake!},
        proceedings={Proceedings of the 2nd International Seminar on Translation Studies, Applied Linguistics, Literature and Cultural Studies, STRUKTURAL 2020, 30 December 2020, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={STRUKTURAL},
        year={2021},
        month={9},
        keywords={tv commercial multimodality avt translation strategies},
        doi={10.4108/eai.30-12-2020.2311248}
    }
    
  • Dyah Ayu Nila Khrisna
    Year: 2021
    The Translation of Oreo TV Commercial: It is not a Piece of Cake!
    STRUKTURAL
    EAI
    DOI: 10.4108/eai.30-12-2020.2311248
Dyah Ayu Nila Khrisna1,*
  • 1: Universitas Sebelas Maret
*Contact email: dahayu@staff.uns.ac.id

Abstract

Oreo is a brand of cookie that is still a favourite after a century. It shows beyond doubt that Oreo can adapt around the world. The TV commercials created in different language versions have helped this product to expand internationally. Remarkable as well as marketable skills are required to translate the advertisements. For that reason, this study set out to examine the translation strategies, particularly concerning the song translation and how it can blend in harmony with the video. Oreo TV commercials entitled “Play with Oreo” was analyzed with its Indonesian version entitled “Nikmati Oreo Sesukamu” to fulfill the research objective. The findings show that the translator modified some original lyrics in an attempt to maintain the advertisement singable. Further, the video illustrating the lyric must also be adjusted following the translation.