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Abstrak :
Penelitian kualitatif tentang McDonald's dalam Kebudayaan Konsumen Amerika melalui kajian literatur menekankan pada makna denotatifdan konotatif McDonald's bagi konsumennya yaitu masyarakat pekerja kelas menengah bawah Amerika dalam kurun waktu dua dasa warsa pertama sejak berdirinya McDonald's tahun 1955. Sumber kajian utama penelitian ini adalah teks-teks resmi McDonald's yang ada dalam situs www.mcdonald.com dan dua pustaka yang ditulis oleh Gary Henriques dan Andre DuVall, McDonald's Collectibles: Identification and Value Guide dan yang ditulis oleh Ray Kroc dan Robert Anderson, Grinding It Out: The Making of McDonald's. Teori-teori yang dipakai dalam analisis ini adalah teori-teori tentang kebudayaan (pemikiran-pernikiran dari Ralph Linton, Raymond Williams, Norman K. Denzin), kebudayaan konsumen (pemikiran-pemikiran dari Mike Featherstone dan Don Slater), gaya hidup (pemikiran dari David Chaney), dan restoran cepat saji (pemikira dari Richard Pillsbury), Dalam analisis diteinukan bahwa pertumbuhan dan perkembangan McDonald's yang pesat, ideologi McDonald's, dan makna denotatifdan makna konotatif (makna emosional, sosial, dan budaya) McDonald's bagi konsumennya menunjukkan bahwa ada hubungan timbal balik yang saling berkaitan antara McDonald's, konsumennya, dan masyarakat pada waktu itu. Hal ini menciptakan suatu gaya hidup masyarakat dalam berkonsumsi atau mengkonsumsi komoditas yang mempengaruhi perkembangan kebudayaan konsumen Amerika pada masa itu.

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This qualitative research on McDonald's in the American Consumer Culture through a text analysis focuses on the denotative and connotative meanings of McDonald's for its consumers, that is, the working American of low middle-class people in the fist two decade since the opening of McDonald's in 1955. The main sources of the analysis are the formal texts from the website of McDonald's (www.mcdonald.com), and the two texts on McDonald's written by Gary Henriques and Andre Duvall, McDonald's Collectibles: Identification and Value Guide and written by Ray Kroc and Robert Anderson, Grinding It Out: The Making of Mc Donald?s. The theories used in the analysis are the theories on culture (Ralph Linton, Raymond Williams, Norman K. Denzin), consumer culture (Mike Featherstone and Don Slater), lifestyle (David Chaney), and fast-food restaurant (Richard Pillsbury). In the analysis, it comes to be true that the fast growth and development of McDonald's in that period, tile ideology of McDonald's, and the denotative and connotative meanings (emotional, social, cultural meanings) of McDonald's for its customers indicate that there is interdependent relation among McDonald's, its consumers, and the society. It creates people's lifestyle in consuming commodities that influences the development of the American consumer culture in that period.

Abstrak :
[ABSTRAK Skripsi ini meneliti bagaimana unsur-unsur ekuivalensi terkait makna denotatif novel berbahasa Jerman Der Vorleser diterjemahkan ke dalam bahasa Indonesia dengan judul Sang Juru Baca. Penelitian ini merupakan penelitian kualitatif yang berfokus pada hasil terjemahan dan sejauhmana fungsi komunikatif bahasa dipertahankan dalam hasil terjemahan tersebut. Dari hasil analisis korpus data, ditemukan bahwa bukan hanya padanan makna kata dan ungkapan secara leksikal yang dapat mewujudkan ekuivalensi dan efek komunikatif dalam karya terjemahan., melainkan juga konteks, struktur kalimat, dan suasana yang ingin dibangun penulis.

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ABSTRACT ;This thesis reviews how the equivalence elements particularly the denotative meaning in the German novel Der Vorleser translated into Indonesian language with the title Sang Juru Baca. The research is conducted qualitatively and focused on the result of the translation regarding how far the communicative functions of language being maintained within the translation. The result of the analysis reveals that the lexical meaning of a word or term is not the only factor affecting the equivalence and communicative effect of a translated text, but also context, structure of sentence, and the atmosphere which the author would like to build., This thesis reviews how the equivalence elements particularly the denotative meaning in the German novel Der Vorleser translated into Indonesian language with the title Sang Juru Baca. The research is conducted qualitatively and focused on the result of the translation regarding how far the communicative functions of language being maintained within the translation. The result of the analysis reveals that the lexical meaning of a word or term is not the only factor affecting the equivalence and communicative effect of a translated text, but also context, structure of sentence, and the atmosphere which the author would like to build.]