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 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 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 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 . 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. So it is common to find more than one language in a single brochure. In light of that, it is felt that a research on the translation of bank brochures is necessary to contribute to the field of translation in the country.

5. Analysis on Translation Bank Brochures 100 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures

85 bank brochures from ten anchor banks in Malaysia were used as the corpus of the research. 74 of them met the criteria meted out for brochures in the early stages of the research. One of the criteria is that each brochure should be published in more than one language. It is found that the brochures that use more than one language (usually Malay and English) were produced through translation. It can be said that this research uses the instrument of text analysis to fulfill its purposes. The source text (ST) for each bank brochure was gathered and comparisons were made with its translated version as each paragraph was analysed. Analyses were made at two levels, namely word and sentence levels. At word level, comparison analyses were made for each word in the ST and target text (TT). At this level, Vinay and Darbelnet’s (1995) Translation Methodology was used as its theoretical framework. By the large, 1354 words were analysed to identify the translation methods used to translate words in the bank brochures used in the research. However, this is not the exact number of words from all the 74 bank brochures studied. Based on the analysis, there were words being used in more than two brochures. There were even words that were used in all the brochures studied. In general, it can be said that the number of words represent the total of words in all 74 bank brochures researched.

6. Translation Methodology According to Vinay and Darbelnet’s Translation Methodology, there are seven translation methods that can be divided into two categories namely direct and indirect translation. Borrowing, calque and literal are types of direct translation. Transposition, modulation, equivalence and adaptation, on the other hand, represent indirect translation. Based on the analysis conducted, it seems that only six translation methods were used to translate words in the bank brochures used in the research. This can be described as follows:

101 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures

700 627 600 500 447 400 300 Number 179 200 78 100 19 4 0 Borrowing Literal Modulation Translation Methodology

Graph 1: Translation Methods in Translating Words in Bank Brochures

Based on the analysis, it is evident that borrowing is the most popular method used to translate words in bank brochures studied in the research with a total of 627 loan words. This is followed by 447 literally translated words and calque with 179 words. The brochures also made use of transposition (78) and modulation (19) to translate words. Equivalence is the least used method as only four such translations were detected in the brochures. There were no findings on adaptation method. Usually, literal translation is used to translate words in any type of text. However, it is different with the translation of bank brochures in Malaysia because borrowing dominates over the other translation methods. The words borrowed include every word class and it can be described as in the next graph.

102 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures

350 326

300

250 223

200

150

Number 100 59 50 13 6 0 Common Proper Noun Verb Adjective Adverb Noun Word Classes

Graph 2: Loanwords According to Word Classes

The data shows that common nouns were the most translated using the method of borrowing. To be exact, 326 common nouns were translated using that method. The total represents 51.99% of the total of words borrowed. The data shows a total of 223 proper nouns being translated through borrowing. Even adjectives and verbs were translated in this way but not as common as common nouns and proper nouns. There are 59 adjectives and 13 verbs being translated using the method of borrowing. Adverbs were the least translated by means of borrowing, in fact only 0.96% or 6 words only. Through analysis, it can also be concluded that one is not restricted to only one method to translate messages and sentences. At times one method need to be used in tandem with another. Nevertheless, these methods are only used to translate words that form the sentences. The use of the respective translation methods used to translate messages in bank brochures in the research is illustrated in the graph follows.

103 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures

180 158 160 140 120 101 100 77 80 Number 60 40 15 20 0 Literal Transposition Modulation Equivalence

Translation Methods

Graph 3: Translation Methods Used in Translating Messages in Bank Brochures

7. Types of Borrowing The word borrowing refers to the process of speakers adopting words from a source language (SL) into their native language. A borrowing can also be called as a loanword. Borrowing is just one form of foreign language influence, albeit the simplest and most obvious. They simply come to be used by a speech community that speaks a different language from the one they originated in. Research findings show that loanwords in the bank brochures studied underwent nine types of borrowings as compared to eleven types presented by Heah (1989). The borrowing types can eventually be categorized into two types, pure loanwords in which there is complete morphemic importation and classified according to degree of phonemic substitution which occurs (none, partial or complete); and loan blends, in which there is only partial morphemic importation where a native morpheme has been substituted for part of the foreign word. The total number of loanwords according to the types of borrowing is illustrated as follows:

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Compound 145

Marginal 2

g Nuclear 35

Analysed 69

Truncated 4

Ortography 110

Types ofTypes Borrowin Wholly 30

Partially 54

Unassimilated 178

0 50 100 150 200 Number

Graph 4: Loanwords According to the Types of Borrowing

Based on analysis, unassimilated loanwords (unassimilated) is the type that most used to translate words in the bank brochures researched. A total of 178 (28.4%) words were translated through this borrowing. 138 of these words were proper nouns. This indirectly indicates the nature of the matters contained in the brochures. In contrast there were 36 and four translations of common nouns and adjectives respectively. The analysis also shows that no verbs and adverbs were translated as unassimilated loanwords. The data also indicates that compound loan blends (compound) is the second most used method of translating words in the brochures to be exact 145 (23.1%) words in all. This is followed by 110 (17.5%) orthographically assimilated loan words (orthography), 69 (10.9%) analysed compound loanwords (analysed), 54 (8.61%) partially assimilated loanwords (partially), 35 (5.6%) nuclear loan blends (nuclear) and 30 (4.8%) wholly assimilated loanwords (wholly). The

105 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures least used types are truncated loanwords (truncated) and marginal loan blends (marginal) with four (0.6%) and two (0.3%) words. Most unassimilated loanwords are not words that originate from Malay language. The borrowing should not be regarded as a change in terms of language due to the fact that no syntax change occurs. Likewise, the words are taken as a whole or are directly borrowed from source text (ST). The words are easily identified in publications as they are often italicized. On the contrary, the analysis indicates that nearly all the loanwords in Malaysia bank brochures such as bonus, margin and Western Union are not italicized or put with inverted commas. This is due to the fact that most of the words have been accepted as a part of Malay language vocabulary. There are also some words that have been translated as partially assimilated loanwords. This type of borrowing makes use morphemes that undergo minor modification in terms of sound. For example consonants that exist at the beginning and ending of the word kredit which is derived from the word credit. Most of the words that are translated in such a way are commonly used and helped to introduce new concepts for Malay language in Malaysia. The research also proved that bank brochures in Malaysia are also translated through wholly assimilated loanwords. However, it is not easy to identify such words because they have long been assimilated in the Malay culture and accepted as part of the Malay language. These include words like elaun and amaun which are borrowed from the words allowance and amount. In relation, words like artery and analysis that are translated into arteri and analisis are words that undergo orthographically assimilated loanwords process. The spelling of such words is adapted according to Malay language but the pronunciations are according to its SL. Account number and cheque status, on the other hand, are examples of words translated as analysed compound loanwords. They are eventually translated into nombor akaun and status cek. This type of borrowing results from the elements of compound words in SL that are borrowed and adapted into Malay language’s grammatical structure. 106 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures

The words in Malaysian bank brochures are also translated as truncated loanwords. This is exemplified by the word principles that was translated into prinsip. This is made possible by the fact that Malay language posses dual syllables. Word that consists of more than two syllables will be reduced or reorganized. However, the number of such words is rather limited. Marginal loan blend is also a borrowing used to translate bank brochures. Words like prawujud which is translated through borrowing from the word pre-existing evidently shows the strong influence of loan words in the translation of bank brochures. This arises from the fact that words in Malay language acquire prefixes influenced by the English language. It is different, however with nuclear loan blends. It combines root words in the English language with prefixes in Malay language as shown by the word perbankan which is translated from the word banking. Besides that, bank brochures in Malaysia are also translated using the compound loan blends type. This is exemplified by the phrase white collar which is translated into Malay as kolar putih. This takes place when one of the two words that form compound word in the SL is replaced by a word in Malay language. Based on the research and analysis completed, it is established that the use of most loanwords especially proper nouns are standardized among all banks. Only certain common nouns are not standardized. It can be said that the use of standardized forms of loanwords among them occurs because the brochures were translated by the same translators.

8. Factors of Borrowing in Malay Language For centuries, Malay language had undergone the process of borrowing and integration from various other languages. The influence of English, Hinduism and Islam as well as regional languages like Javanese and Sunda brought changes to Malay language vocabulary. This is well supported by the fact that Malay language is a flexible language and easily adopts influence from other languages.

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Borrowing is also used to replace words thought to be no longer relevant in its use. Words that are constantly used are more easily remembered. In contrast, words that are seldom used are more inclined to be replaced by loanwords. For example the word kegiatan which was declined in its usage as the word aktiviti is more used. The attitude of some speakers in Malaysia can also be a factor in borrowing. Dual language speakers tend to use more of the language thought to be more prestigious. They also seem to think that certain words in the language can fill the gaps of the other language. This trend is evident in advertisements as well as in academic articles and research reports. It cannot be denied that the English language has a strong influence on Malay language. Arguably most of the people in Malaysia are able to communicate in English. This phenomenon eventually leads to borrowing in printed materials. Most translators in Malaysia are bilingual and this contributes a lot to the fact that borrowing of words from other languages inevitably happens. It may not be serious but that is an option available when the translators are unable to come up with suitable equivalence for certain meanings or concepts. The lack of vocabularies to fill-up the language gap may also lead to borrowing. The need to come up with vocabularies for new objects or concepts is the main reason for borrowing. At times, it is much easier to borrow words rather than to create new ones. Politics, wars, colonization, occupation and migration contribute to the borrowing factor [Heah (1989) in Norhazlina (2004)]. In relation to bank brochures, the international relationship between Malaysia and other countries also contribute to borrowing in the translation of bank brochures. Some brochures are also sent to Malaysian’s trade partners. This is thought to be an effective form of advertisement and publication to promote a concept. From the research, it is found that a number of factors must be considered when producing bank brochures in Malaysia. One of them is the target readers themselves. The brochures are not only utilized by the locals. Since Malaysia practices an open system, there are quite a number 108 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures of foreign workers and expatriates in the country. To enhance understandings, several words are directly borrowed or assimilated from another language. In the translation of bank brochures, words are not borrowed only from English language but also from Tagalog and Indonesian Malay language. Eventhough Tagalog and Indonesian Malay language originate from the same archipelago as Malaysia, there are words and concepts that are unique to the respective countries. Besides that, even provides term to be borrowed in the publication of bank brochures. Common nouns are mostly borrowed from English language whereas proper nouns are usually borrowed from Arabic. This is due to the banking system in Malaysia which adheres to the Islamic concept. Two examples would be Al-Mudharabah and Muamalat concepts practiced by Islamic banks in the country. Arabic has had a great influence on other languages, especially in vocabulary. The influence of Arabic has been most profound in those countries dominated by Islam of Islamic power. In languages not directly in contact with the Arab world, Arabic loanwords are often mediated by other languages rather than being transferred directly from Arabic.

9. Effects of Borrowing in Malay Language The question that always arises is how significant is the effect of borrowing. More often than not, phonological and grammatical structure of the target language (TL) would be effected [Heah (1989), Langacker (1973)]. Borrowing can also cause changes in syntax and phonology that indirectly also alter the existing rules [Langacker (1973)]. Even so, not all of the changes in the linguistic system are influenced by the other languages. Borrowing can be regarded as an external influence because it involves external linguistic influence[(Langacker (1973)]. Loanwords also indirectly lead to the introduction of odd phonemic structure into TL. This is also known as the restructuring of phonemics. The introduction of new phonological system in the TL enables a so-called higher standard of phonemics being used by bilinguals. Even so, the loanwords do not always assimilate with the articulation system of the TL. Generally, the speakers of the TL attempt to retain the 109 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures pronunciation of the SL and at the same time try to adapt it with the phonological system of the TL. Words from the SL can sometimes cause problems for translators. The use of loanwords in the source text poses a special problem in translation. Quite apart from their respective propositional meaning, loanwords are often used for their prestige value, because they can add an air of sophistication to the text or its subject matter. This is often lost in translation because it is not always possible to find a loanword with the same meaning in the TL [Baker (1992)]. Loanwords may also become faux amis and wrongly translated. This usually occurs when the languages are not interrelated or not from the same family. The borrowing of words will also demonstrate the cultural influence of the original language. Besides the changes in the grammatical structure, borrowing also makes it difficult to identify the language of origin because it had been assimilated into Malay language. For the fact that the words had long been in use, even native speakers regard those words as part of Malay language, for example almari which is borrowed form Portuguese. As a result, the identity of Malay language will gradually diminish because the increasing number of such words may overwhelm the Malay language itself. In time, more speakers can become familiar with the loan words. The community of users can grow to the point where even people know little or nothing of the source language understand, and even use the novel word themselves. The new word becomes conventionalized. Conventionalization is a gradual process in which a word progressively permeates a larger and larger speech community. The trend of borrowing may also defeat the purpose of the government to uphold the Malay language. The existence of too many loanwords may also influence the speaking and writing styles of the native speakers of Malay language. Bahasa rojak1 will also inevitably exist when borrowing is done on large scale. Bahasa rojak or Rojak Language is a Malaysian term, literally meaning "mixed-up language", to define the practice of code-switches between two or more languages in a conversation. The base language however is Malay. For examples, 110 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures

Tempat makan ni best sangat!(This food court is really cool!) and Nak makan sini ke nak tapau (Do you want to dine here or take away?). Bahasa rojak is getting more and more difficult to abstain. In modern Malaysia, bahasa rojak is a highly controversial topic, as language purists accuse it was merely bad use of English and may cause a crisis in language proficiency. They fear that graduates will lack of proper writing and speaking skills should the practice continue. The preservation of traditional language remains a topic of discussion for the Malaysian people. Aside from that, loanwords have dominated over words in Malay language when choices had to be made. All in all, the effects of borrowing are still in check. Many linguists have the same opinion that a language takes on the element of foreign structures only when it needs to. The linguistic relationship and disruption can be said to have the effect that can enhance the language itself. Nevertheless, too much influence from a language on another can indirectly influence the vocabulary and language structure of the TL. However, uncontrolled borrowing may eventually jeopardizes Malay language that symbolizes the unification of various races in Malaysia. It can also lead to grammatical errors being prone in the use of Malay language. Words in Malay will also gradually become extinct.

10. Conclusion In conclusion, the importance of banking sector has made bank brochures written and translated in many languages. Research done on Malaysian bank brochures show that almost half of the number of words analyzed was translated through borrowing. The meanings are conveyed correctly into the target language even though there are many loanwords in the sentences. It is obvious that borrowing sometimes does not alter the messages conveyed. However, we must take into account that not all words should be translated through borrowing. Therefore, the borrowing method of translation should only be used if the subject matter is new to the target readers. There should not be an easy way out of borrowing terms in the source language when there is equivalence in Malay

111 Current Issues in Language Studies 1 (2009)/N.Husin/ Loanwords in Translating Malaysian Bank Brochures language. This is to ensure the survival of vocabularies in Malay language.

Notes This paper was presented at the XVIII FIT World Congress and full acknowledgment and copyright is given to the source. Permission of the publication has been granted by the author(s).

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