Deixis links utterances to their context via spatial, temporal and personal dimensions. A translator must therefore re-create the original message using a deictic perspective appropriate to the target language and avoiding undue influence of original patterns. In this paper, the author argues, using Spanish and English examples, that seeking equivalent pragmatic effect when the context and participants of the original situation are no longer present involves constructing a new text with its own world-view and its own relations with other sets of worlds.