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Loanwords in Translating Malaysian Bank Brochures

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Loanwords in Translating Malaysian Bank Brochures Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures LOANWORDS IN TRANSLATING MALAYSIAN BANK BROCHURES Norhazlina Husina Abstract Brochure is a very effective mean of promoting goods or services. International relationships between countries and the issues of borderless world now lead to the fact that more than one language is used in a brochure. This trend makes it even more important for translations to be able to carry the meanings from the original text. Analysis done on Malaysian bank brochures shows that most of the brochures used two or more languages. Research also shows that borrowing is the most frequently used method in translating the bank brochures from English into Malay language at word level. Keywords Bank Brochures; Loanwords; Effects of Loanwords. 1. Inreoduction In this modern era, translation can no longer be regarded as a minor industry that focuses only on literature and religious texts. Translation has begun to reflect its multi-functional attributes. Previously, translation was generally used to translate literary materials and epics. However, it has now taken a wider context. There is no denying that translation is now used in communication, political and commercial aspects, so to speak. In fact, almost every a Academy of Language Studies, Universiti Teknologi Mara Perak, Kampus Seri Iskandar, 32610 Bandar Baru Seri Iskndar, Perak Darul Ridzuan, Malaysia. E-mail: [email protected] 96 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures industry makes use of translation as they strive for success. This is well supported by the fact that the concept of ‘borderless’ world makes it possible for a text written in its source language to be read by readers of another language. This paper discusses loanwords used in translating Malaysian bank brochures. 2. Translation in Malaysia Translation practice in Malay Peninsula is believed to have started during the Malacca Sultanate. Documentary evidence shows that in 1612, Sultan Alaudin Riayat Shah ordered his Prime Minister to adapt an old monograph from Goa, India which marks the commencement of translation practice in Malay Peninsula [Muhd. Mansur (1991) in Rokiah (2000)]. Translation practice during the early days, as well as during the decades before Independence in 1957 and post-independence in the 1960s, have been inclined towards literary and religious materials. Early translation works have focused on the translation (or rather adaptation) of folk literature and religious books from Indian and Middle Eastern countries. In the early twentieth century, there existed translations of tales of legendary figures such as Hikayat Seri Rama from Indian continent and Hikayat Iskandar Dzulkarnain from Arab countries [Kassim (1991) in Rokiah (2000)]. Translations of works from English were initiated in the late 1920s by Pejabat Karang Mengarang, the predecessor of the present Dewan Bahasa dan Pustaka, DBP (Malaysia Institute of Language and Literature). The initiative behind the establishment of the Pejabat Karang Mengarang was the need to provide reading materials and textbooks for vernacular Malay schools which until then had been practically non-existent [Abdullah Sanusi (1966)]. The bureau was then upgraded into a department in the Sultan Idris Training College (a primary teachers’ college) by Assistant Director of Education, O.T. Dussek and a prominent Malay linguist that time, Za’aba. After independence, essential works resumed in the 1960s through the effort of the Oxford University Press and DBP who translated and published several series of popular fictions by Asian and European 97 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures novelists into Malay language [Kassim (1991)]. As the successor of the defunct Pejabat Karang Mengarang at Sultan Idris Training College, the primary function of DBP was to provide language development as well as publications of textbooks and literary works [Rokiah (2000)]. The institutions of higher education in Malaysia also have been working closely with the DBP and other government agencies to produce translated textbooks for their students’ use. In their initiatives to produce more translated book, most universities have revolved around the cost of publication and the quality of translations. But once the books have been translated, they also faced problems occurred prior to after translating such as copyrights for the books and marketing the books [Rokiah (2000)]. Translation is currently seen as means of information gathering, essential for economic development. Subsequently, a robust development in the country increases the need for more international communication as the country participates in international business, politics, education and other global activities [Rokiah (2000)]. 3. Research on Translation of Bank Brochures Thus far, there is still no other study on the translation of bank brochures being conducted in Malaysia. Nevertheless, a few studies on brochures had been done by several Western researchers. In Malaysia, the study of brochures was included in the study of advertising as implemented by Mohd. Hamdan Adnan (1997) followed by Mohd. Md Yusof and Kamaliah Hj. Siarap (1999). Most of the studies revolved around the characteristics and creation of quality brochures. Studies conducted also touched on the functions of brochures. Based on the findings, brochures are a form of advertising and communicating tools used by advertisers. Brochures are used to inform, advertise and communicate with their clientele. The linguistic aspects of advertising was studied more in depth by Asmah Hj. Omar [Heah (1989)] in her study entitled “Bahasa Iklan Perniagaan: Satu Kajian Bahasa Retorik” (The Language of Business Advertisements: A Rhetoric Language Study). The book is the first of its 98 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures kind that looks into the language aspects in advertisements. It elucidates the objectives, language style used in business advertisements and various styles of advertising among others. Asmah also looked into the translation aspects of advertisements. A few translated advertisements were included to demonstrate the translation done. According to her study, there were numerous translated advertisements that still have strong influence of the English language. The main reason being that is there were advertisements in Malay language that were translated directly from English language. In Malaysia there have been many researches conducted on literary texts. Since the early introduction of translation in Malaysia, there have also been many literary texts have been translated, and this scenario continues till present. However, this research is more inclined towards the translation of technical terms that are commonly used in banking sector. This research generally studies the translation of bank brochures partly due to the fact that researches in that field as a whole are virtually non-existent. This research will also add to the number of researches conducted on non-literary texts by using bank brochures as its subject. 4. Research Rationale In general, there are two rationales for the implementation of this research, namely the importance of translation field and the advancement of banking industry in the country. The technological advancement of the world makes it even more important for translation for communication and the transfer of information from one language to another. The importance is more evidence with the increase in demands for translators in the government and private sectors. However, there tend to be several factors that contribute to the fact that translation is seen as being less important. The society seems to have the notion that translating is an easy job that can be done by just about anyone. The lack of terminology and trained translators also result in the unsatisfactory level of translation in Malaysia [Azizah (1984)]. According to A.Aziz (1998), the other challenge posed is the lack of skillful translators who are capable of translating into the other main 99 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures languages. We are also severely lacking of translators in the field of science and technology. Previously, the translators in the country also suffered from the lack of confidence and attention from publishers. The number of publishers who were willing to publish translated materials is sadly lacking in spite of DBP leading the way. They tend to come up with a lot of excuses for not wanting to publish the materials. The theories and practices of translation are also not taught in depth widely. There are sadly only several establishments who are aware of the matter and are taking the necessary steps to overcome it. However it will all be in vain if those trained do not practice the theories consistently. This may be due to the fact that a career in translating has a limited prospect and is barely recognized. The bank is required for savings and investment purposes. Loans are also required to purchase houses in addition to educational purposes to name a few. These highlight the importance of banking sectors. As the banking sectors become evidently more important bank would inevitably have to compete to obtain maximum profit. They have to resort to various ways and methods to attract consumers into using their services. Among them, is the use of electronic or printed media? The second rationale for this research is the advancement in the banking industry. The importance of the banking sector cannot be denied. The bank is needed by the government, producers, as well as consumers. As the business world is too big to call and the number of consumers is big, it is impossible to communicate with them individually. So the next best thing is to advertise. Brochures are a part of the printed media that are used to advertise matters like scheme and savings accounts offered by the respective banks. The language used in the brochures is varied to cater to the various races of the country.
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