The pragmatic dimension in Translation Studies broadened the area of study to include “Schildertexte” (Stolze, 1994) which were also called performative texts (Snell-Hornby, 1984) as an important text type. Though shop signboards as a text type were not explicitly mentioned, one could safely consider such texts under the rubric “Schildertexte”. In Sherry Simon’s 2019 book “Translation Sites. A Field Guide” names of hotels, bridges, markets, etc. became an area of study in translation. These are sites where translation pervades the ordinary and mundane and becomes sites of memory, migration, and translation. This article focuses on shop signboards as an area of translation study from the hermeneutic perspective. Shop signboards are usually viewed as just deictic gestures, the translation of which can be done, thanks to the realisation of Warren Weaver’s dream of FAHQT by apps like WayGo, Naver Papago Translate, and Microsoft Translator amongst many others. The minute signboards are viewed not only as deictic gestures but as hermeneutic texts, they become contested sites, sites that subvert and comply with hegemonic language policies, sites of creativity that reflect history and human migration, sites that reveal and conceal identity, in short, sites where translation is at play. This article looks at shop signboards caught in the middle of language wars, human migration, and memory from a translation perspective.
Keywords: Specialised Translation, Linguistic Landscapes, Text-types, Hermeneutics.

Transcreation is widely used to adapt and preserve oral tales and cultural narratives, enabling their retelling across cultures. This paper investigates how cultural contexts influence the transcreations of the Cinderella narrative. Using Maria Tatar’s diverse collection of Cinderella tales, the study examines the strategies used by transcreators in conveying the story across languages and regions. The analysis ranges from the ancient Egyptian tale of Rhodopis to the Chinese Cinderella variant, focusing on how translators overcome cultural differences. By comparing translations within Tatar’s compilation, like the French courtly elements in Perrault’s tale “Donkeyskin” and Brahminical influences in the Indian tale “The Story of the Black Cow”, the paper reveals how translation choices affect the interpretation of the Cinderella myth worldwide. This approach demonstrates the importance of Translation Studies in understanding folklore’s evolution and cultural adaptation.
Keywords:Transcreation, Translation, Culture, Adaptation, Cinderella.

The 18th century in Europe was characterised by the Enlightenment movement that opened up new spaces of interrogation with respect to geography, natural sciences and religion. It was marked by a profusion of writings enhancing knowledge production about the new countries, cultures, fauna and flora encountered by the European travellers, leading to the creation of new discursive formations about foreign cultures. Most books were encyclopaedic in nature, published under the name of a single European author, but later revealed to have been the result of the collaboration of native scholars. For example, the dubashes in India acted as translators and go-betweens mediating the foreign and local cultures. They played a major role in this knowledge dissemination and actively participated in the construction of colonial knowledge prior to the 19th century leading to the formation of India as a product of European imagination. In this paper, I will present the case of Maridas Poullé or Pillai, whose work as the first translator of the Bhagavata Purana into French was appropriated by several French travellers, but who subsequently reclaimed his own agency, subverting the narratives of colonial power, authorship and originality.
Keywords: Translator’s Agency, 18th Century French Travel Writing, Dubash, Maridas Pillai, French Translation of the Bhagavata Purana.

Subjectivism poses a significant challenge in translation criticism, often stemming from constraints imposed by commissioners or, more critically, the critic’s unfamiliarity with diverse theoretical models or their practical use. Therefore, translation critiques should be made according to a systematic model or well-defined criteria to ensure objective judgement and minimise subjectivity. This study systematically critiques the Persian translation of Fitzgerald’s (1925) The Great Gatsby using Larson’s (1984) evaluation model, focusing on how Emami (2006) translated metaphors. By applying Larson’s taxonomy of translation strategies, the research identified the specific methods Emami used for both live and dead metaphors at the micro level, as well as his overall strategy at the macro level. The findings reveal that Emami utilised all of Larson’s strategies, favouring target text-oriented ones, which aligns the translation more closely with the structure and expectations of the Persian language. Statistical tests showed no significant relationship between the types of strategies and their frequency of use. Emami effectively applied diverse translation strategies to maintain accuracy and clarity while aiming for naturalness in Persian. The study concludes that Emami’s translation successfully communicates with the Persian audience through appropriate metaphorical translation strategies, offering valuable insights for translation students, critics, and educators.
Keywords: Trancism, Live Metaphor, Dead Metaphor, Larson’s Translation Strategies.

This paper highlights the significance of culture while translating between Arabic and English with reference to two semantic fields, and suggests ways of handling such problems. Using machine and human translations, the study adopts componential analysis to compare the translation of camel vocabulary in Arabic vis-à-vis inebriation vocabulary in English as fields where translation and acculturation can be difficult due to their inherent attachment to local cultural context. The study participants were 17 undergraduates (9 males and 8 females) in their final year at an English Department at a Yemeni university, and Reverso and DeepL (both use Artificial Intelligence (AI)) were used to obtain machine-translated data for the selected semantic fields. The responses were analysed using the componential analysis method. Moreover, the changes in the rain metaphor in modern Arabic literature are shown as an example of literary and psychological acculturation and epistemological shift. The study concludes that while some semantic fields allow for varying degrees of acculturation, other semantic fields pose challenges to translators due to culture-specificity.
Keywords: Acculturation, Alcohol, Camel, Rain, Semantic Fields.