Adapting messages: Correct usage of Spanish Language (Part II)

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.

i.e., Salsa music is not Mexican, Chileans and Argentineans do not eat rice and beans, Burritos are not Mexican, and pupusas are not the same as arepas.

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

Adapting messages: Correct usage of Spanish Language (Part I)

Gonzalo Salvador (aka González), a PR colleague, just shared with me a presentation with great advice and insights that should be consider when adapting any English document or message into Spanish.

I. Assumptions to Avoid

A.-Not every person who speaks Spanish is an expert in the Spanish language.

B.-Not all Hispanics are equal. Usage of the Spanish language among U.S. Hispanics depend on different factors such as country of origin, generation, region of residence. Each group has its own vocabulary and its own colloquialisms.

If you are thinking about asking…

Q: What are the differences between Hispanics and Latinos and what is the right word to use?
A: This question could create a long discussion. Just as a reference in the East Coast is more widely used “Hispanics” while in the West Coast is “Latinos.”

Q: Is there a standard Spanish I can use?
A: No. But you can use neutral words and you can use the Real Academia Española (Spanish Royal Academy) dictionary as a reference. Remember to always use language appropriate to you target audience.

II. Common Grammatical Mistakes

A.-Try avoid the use of gerunds (-ando, -endo).
Example: Use “salta” (to jump) instead of “saltando” (jumping).

B.-Use active verbs when possible: Try to avoid the translation of the have + verb form into Spanish. Example: He has jumped (el ha saltado), might sound better as (el salta or el saltó)

C.-Avoid commonly misused words.

Quiz: Are the following translations correct?:

Protester: Protestante
A: Incorrect. It should be “manifestante.” Protestante means protestant (religious denomination)

Facilities: Facilidades
A: Incorrect. It should be “instalaciones.” Facilidades is related to easy.

Aplication: Aplicación
A: Incorrect. It sould be “solicitud.” Aplicación means “to apply towards…” such as to apply force.

Act: Ley
A: Correct. “Acta” in Spanish is a document.

D.-Always try to use alternatives to gender.
i.e. Avoid using she/he (ella, él)

E.-Check for the order of words in a sentence. (Nuevo Carro, Carro Nuevo)

F.-Avoid using too many articles (la, el). (leísmo)
Example: Women’s Health Center as Centro de la Salud de las Mujeres. It is better to use: Centro Médico para Mujeres.
By the way, the comas (,) are always located outside marks. (i.e. “”, not “,”)

To be continued…