| Summary: | Within the scope of the Master's in Specialized Translation and Interpretation, the aim of this master thesis is to introduce an empirical approach to Creative Translation, more commonly known as Transcreation. A parallel was drawn between the terms Translation, Transcreation, Localization, and Copywriting, defining the concepts and articulating them according to their similarities and/or differences. Since Transcreation is commonly used in the advertising area, a study was also done about the prevalence of transcreation in male care products, along with a particular reference to the Old Spice brand. The transcreation proposal here presented targets Old Spice products which are sold in Portugal with their original designations and are not transcreated. Finally, the methodology presented brings together both a qualitative and quantitative approach, with a survey, to study the impact transcreation may or may not have on the consumer. In addition, two interviews were conducted to get a practical view of what transcreation is when applied to our professional life.
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