Audio visual translation of Coca Cola video “Open Happiness” Potentially Meaning to Translation from Multinations

Mujazin Mujazin



Abstract-The visual and non-visual advertisement is created to attract consumer’s interest for the product, an important aspect to deliver the message is by advertising and branding the product with local wisdom and culture. As it deilivered clearly,  informative and communicative it will be a solution of global market, recently the consumers are not dirrectly attracted to advertisement because the advertisement can’t transfer the message naturally. This article is qualitative research, it describes the phenomena of Coca cola branding on TV, Net.  The strategy is the key success of marketting to achieve the profit and bring the messages delivered. The global branding delivered by Coca cola opens insight of strategy to grasp the prospective consumers. The topic of the recent video advertisement on TV, Net called open happiness.This strategy is created to fasten the effect of advertisement for consumers, positive response to buy the product. However there is a challenge to opt the right culture for branding the product. It has great success because it uses both methods of marketing textual and graphic. Those two reflect on political and cultural aspects of targetted language. This is done to attract the consumers topurchase the products and gain the maximum benefits. Benefits of capital and trust. Ads on TV, Net with the topic open happiness uses both textual and graphic.

Keyword : advertisement, audio visual translation, branding, deliver.

Full Text:



Aiwei, Shi. (2010). Advertisement as a Writing Style and Strategies for Its Translation. Accurapid

Journal, Vol. 14, No. 3, July (2010).

Guidere, Matthew. The Translation of Advertisement: from Adaptations to Localizations. Article on

Kristina.D. (2006). Bahasa Persuasif dalam Public Relations*.: Fakultas Sastra dan Seni Rupa UNS, 2006. Surakarta.

Lommel, Arle; Ray, Rebecca (2007): The Globalization Industry Primer. An introduction to preparing your business and products for success in international markets. The Localization Industry

Standards Association.

Machali. R. (2009). Pedoman Bagi Penerjemah: Panduan Lengkap Bagi Anda Yang Ingin Menjadi Penerjemah Profesional. Bandung: Kaifa.

Molina L. & Albir A.H. (2002). Translation Techniques Revisited: A Dynamic and Functionalist Approach. Meta, XLVII, 4, 2002. Universitat Autònoma de Barcelona, Barcelona, Spain.

Newmark, Peter. (1982). Approaches to Translation. London: Pearson Education limited. Smith, Karen.

(2006). Translation of Advertising Headlines. Sagc Publication, Vol 15, 2006.

Zequan, Liu. (2003). Loss and Gain of Textual Meaning in Advertisement Translation. Accurapid, Vol. 7, No. 3, October 2003.

Article Metrics

Abstract view(s): 90 time(s)
PDF: 53 time(s)


  • There are currently no refbacks.