Bilingual Signboards on Lombok: Approaches to Acquiring the Translation Equivalence

Abstract

It is particularly intriguing to analyze the application of Baker's theory of translation equivalence through research on such brief texts as on signboard because it reveals a lot of interesting patterns. In order to make a signboard read in the least amount of time feasible and to get the word across to the reader in a more expedient manner, short phrases are frequently used. Texts taken from Lombok's newly emerging market for multilingual signboard served as the basis for this research's collection of data. This descriptive qualitative research aims to investigate the compatibility and applicability of the extended levels of Baker’s translation equivalence in the context of the collected data found on bilingual signboards at religious tourism sites on Lombok Island, particularly in relation to ethical, moral, and semiotic considerations. The study reveals the complex nature of translation equivalence in signboard, highlighting different levels such as word-level, grammatical, text-level, pragmatic, semiotic, and ethical equivalence. It offers practical insights for signboard designers, translators, and the tourism industry worldwide, providing essential information to unfamiliar tourists, contributing to their navigation and exploration of destinations. Additionally, the study underscores the significant role of signboard in tourism development, effective communication of information, intercultural understanding, and the growth of tourism in various destinations beyond Lombok.