Second and final part of Gonzalo’s presentation…enjoy!
III. Adapt the Message
A.-Remember “who” is your target market.
Be careful of cultural differences and regional sensibilities.
B.-Remember your demographics:
i.e., Miami Cubans, Newyoricans, Chicanos, Mexicanos and others. First generation, second generation….
C.-Think different! Hispanics are a different public. Do not try to use literal translations from English.
Quiz: How do you translate Got milk or Got eggs?
A: A direct translation could be interpreted in a different way. You have to adapt as “Tome leche” (Drink milk) or “Compre huevos” (buy eggs).
D.-Same words have different meanings.
Guagua: in South America means baby (from quechua); in the Caribbean it means bus (spanglish from wagon). Corn in South America is known as choclo, while in Mexico and Central America is known as elote.
E.-Watch out for double meaning. Some words may be interpreted as “dirty” by some Hispanics.
i.e., Bolsa (hand bag) in Dominican Republic means testicles; chaqueta in most Latin America means jacket while in Mexico means to masturbate. Pelotas (balls) En pelotas (to be naked) Pelotas (stupid) (Chile) Pelota (group C.R.)
F.-Do not rely on Internet translation pages or software (Altavista… etc.)
Example: “The Media Network is a full-service public relations, advertising, and social marketing agency” was translated in Altavista as:
“La red de los medios es relaciones públicas de un lleno-servicio, publicidad, y la agencia social de la comercialización,”which back in English reads as:
“The net of media is public relations of a full service, publicity and the social agency of the commercialization”
G.-Do not rely on Microsoft Office spell check. Microsoft HQ are not located within the Spanish Royal Academy building.
H.-Use simple language. Avoid “SAT” or “GRE” vocabulary. Yes, we already know you are very smart.
IV.- Where can I get more information?
National Association of Hispanic Journalist Style Book (recommended): Can be bought from: http://www.nahj.org/nahjproducts/stylebookrequest.pdf
Spanish Language Royal Academy (the final authority): http://www.rae.es/
El Mundo Newspaper Dictionary: http://www.elmundo.es/diccionarios/index.html
El Pais Style Manual: http://estudiantes.elpais.es/libroestilo/dic_a.asp