This study analyzes the translation of speech acts on Olay product labels. The purpose of this study is to identify the type of speech act, the translation techniques used in translating the labels, identify the use of translation techniques that affected the shifts of speech acts, and assess the translation quality of the translation of Olay labels.
The data were determined with purposive sampling and collected through content analysis and focus group discussion. The data included utterances containing speech acts and their translations. The data were analyzed by using descriptive qualitative with the help of raters particularly in the translation quality assessment.
The results of this research show that there are three types of speech acts found, namely: commissive, directive, and assertive. In translating the Olay label, 4 translation techniques were found independently. They are established equivalent, periphrasis, deletion, and modulation. Also, 44 combinations of translation techniques are found applied in translating Olay labels.
There is one translation technique that causes shifts in speech acts, deleting the speech act. It is deletion technique. The average scores of the translation accuracy and acceptability are 2.67 and 2.84 respectively. This indicates that the translation of Olay labels is classified as accurate and acceptable.
