Anyone who's had a cross-cultural experience of any kind has likely had at least one moment like that. In a personal situation it can be funny. In a business setting, it can be damaging.
I love the discussions in this newsletter about the use of language and when and how Spanish-language translations are most effective. I'd like to offer some practical tips for marketers wanting to communicate effectively in Spanish -- whether the audience is in another country, another state or just down the street.
Making language meaningful requires more than just a literal translation of the content. In fact, the terms that have become common in the language services industry to describe what we do are "translation" and "localization" -- underscoring the fact that translation is really only half of it.
We all know the challenges of trying to make slang and colloquialisms work in another language. But icons, cultural symbols and even colors all have different meanings for different language groups -- and have just as much potential to cause miscommunication or, worse, irreparable offense. That's something marketers can ill afford. Better to ensure that all marketing communications embody the identical spirit, creativity and sensitivity found in the source material.
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And even the same language -- Spanish, especially -- will vary according to the particular audience: the meaning of a word or phrase may differ from Mexico to Guatemala and even from Florida to Texas or California. Take for instance, "beans." Are we referring to frijoles, porotos or judías? When and where do we reference a palta, an aguacate or even avocado? When should we hop on the autobus, the guagua, the colectivo or, simply, the bus?
While technology certainly has streamlined the process, true communication can't happen without a professional, human touch. That's especially true with content that is particularly idiomatic or that relies on context -- whether witty, inspirational or simply aspirational in tone.
Consider these specific tips for communicating with Spanish-speaking audiences:
For the number two, in Latin America we use a hand with index finger and middle finger raised, with the palm of the hand facing the person whose hand is used. In Great Britain that same symbol is equivalent to giving someone the middle finger.
Another thought on symbols: while we assume that "$" refers to U.S. dollars, it is often used to represent local currency in other countries (Argentina, for example). While on the subject of numbers, take heed: $1,345.27 in the United States would be written as $1.345,27 in Latin American Spanish.
Marketing communications inherently seek to educate and to persuade. There's no reason why marketers should experience any drop-off in either as they migrate their copy from English to Spanish -- so long as they don't lose their grasp of nuance or their respect for what can be crucial linguistic and cultural differences.
Great work George. Those who have a stake in understanding the U.S. market should pay enhanced attention to the nuances and complexities of the Latino population. U.S. Hispanics assimilate while maintaining strong ties to cultural traditions and value systems. The resulting bicultural group is permeating boundaries and forever changing the American general market.
Bravo George! Language is an inseparable part of culture, a good command of both provides the right tool to communicate messages effectively, with any cultural group. It continues to amaze me that for such a melting pot like the US (very few other countries can come even close!), the opportunity to learn (and understand) other cultures is right here, under our noses. Yes, so many brand-builders still don't get how important it is to tailor a brand (experience... and of course its message) to specific cultures.
What you mentioned about the other nuances of culture rings true, body language, gestures, tone of voice, role of color... all have different symbolic meanings deeply embedded in every culture. eg: The Javanese don't point with their index finger, considered impolite, instead they use their thumbs (yep, I know it seems odd, but that's culture!).
And as the largest and fastest growing market in the US, the Spanish-speaking market needs to be better understood by any brand-builder/owner/marketer/advertiser.
All great points George--although I contend that most advertisers and the publications they then use, are targeting an already fully assimilated audience--fully conversant and quite frankly preferring English to Spanish. For first generation-those new to our country- your points hit the nail right on the head. But I think you'll find most advertisers are targeting a more assimilated demographic-those with some serious purchasing power.