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Abstract

‘If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.’ (Nelson Mandela)


Translation involves rendering one language to another. Nevertheless, without proper attention to context and culture, intended meaning can be lost in the translated text. Phrases in one language cannot be directly translated word for word into another language.Trans creation is the merger of two words: translation and creation. It’s an intricate form of translating that preserves the original intent, context, emotion, and tone. The paper attempts to show that the goal of transcreation is to duplicate the message thoughtfully and flawlessly, without audiences realizing a translation ever occurred. The paper endeavours to show that Trans creation serves as the translation strategy in especially difficult subtitling cases, Subtitles in AV Texts as a strategy of transcreation to a greater extent is successful in reaching a wider audience.

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