Lexical shift, Changes in word choice, Structural shift, Translation purpose, Semantic shift, Meaning changes, 4. Pragmatic shift, Changes in communicative intent, Stylistic shift, Changes in style and tone, Borrowing, Directly taking a foreign word, Operative texts, Practical instructions, Expressive texts, Emotional and artistic texts, Skopos theory, Focus on translation aims, Multimedia, Images, slogans, and animations

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