Marketers Need to Communicate, not Just Translate
By Rochelle Newman-Carrasco
Quite often, my front door is littered with door hangers and my mail slot is filled with samples of everything from Swiffers to sanitary napkins (which I find oddly similar in texture, but that’s another story for another day).
Boost Mobile door hangerEnlarge
The “real estate” on these pieces is often a 50-50 split between Spanish and English. This is mostly made possible by a “front-side/back-side” approach as demonstrated by this Boost Mobile door hanger.
It is not uncommon, however, to find the Spanish language incorporated into an English language piece in a way that clearly places it in a role of lesser importance. While one can argue the pros and cons of dual-language usage and the size of font and placement of the second language, there are most certainly valid strategic reasons (not to mention graphic realities) that would make it appropriate to relegate the Spanish language to a supporting role.
What I’m often struck by, however, is what seems like a random use of the Spanish language. One in which it is unclear why the communicator (the brand) feels that the message recipient (the consumer) needs certain key phrases in Spanish and not others.
This Domino’s Pizza door hanger serves an interesting example. The decision seems to have been that the main messages featured on the door hanger, those that position the brand and communicate the new-product benefits and competitive advantage, aren’t as important to the Spanish speaker as the direct translation of product specific information — product-specific information that is almost identical in Spanish and English as a result of its simplicity and the similarities in language surrounding these particular product-related words. For example, the translation of 2-Large 2 Topping Pizzas and a 2-Liter of Coca-Cola is Dos Pizzas Grandes Con 2 Ingredientes y Dos Litros de Coca Cola. Spanish for Pizzas? Pizzas. To read the full story from Advertising Age click here.
One thought on “Random Acts of Spanish in My Mailbox”
Hillary is a Liar! That’s why she’s being called La Gran Mentirosa! She has racist leanings evidenced by her support of the most racist crime bill in the history of the United States resulting in the highest incarceration rates of Blacks and Latinos in a US history to date! She is owned by Wall Street evidenced by the Hundreds of Millions donated to The Clinton Foundation. Oh of course these donors weren’t trying to buy access to Hillary if elected.
She puts Apartheid Israel before America! She puts Wall Street before America. If she cared so much about the Latino vote, Why not put a Latino on the ticket? Senator Salazar from Colorado, Congressman Becerra from Cali, Secretary Julian Castro and from Mayor of San Antonio, Congresswoman Loretta Sanchez from Cali or her sister also a Congresswoman? All of these candidates had more experience then Obama when he ran for Prez totally qualifying them for the Veep positon. But they not a one was good enough for Hillary Clinton. Oh but she did find a white guy who took a Spanish class from Vuh-Ginia. OMG! A white guy who took a Spanish class! Come Mexicans, that’s enough to get me to run to the polls and vote for Hillary right? Because that’s what Hillary thinks of us, she takes the Latino vote for granted and we’re just a bunch of stupid ass Mexicans who should know our place and vote for whomever the Facist-Racist media tells us to vote for.
This Hypocrite Hillary who has always stood by her man criticizes Trump as a womanizer and for misogynistic comments that I do not defend. Regardless, La Hipocrita, Hillary has always stood by her man, Americas Most Famous Womanizer and Rapist, Bill Clinton. She once said she was no Tammy Wynette, whos just stands by her man. But that’s exactly what she has done. In 1978 Bill Clinton raped Juanita Broaddrick and Hillary stood by her man and even went so far as to threaten Mrs. Boraddrick. During the 80’s when Bill was Governor of Arkansas and had a 12 year affair with Gennifer Flowers and sexually assaulted 2 women, Paula Jones and Ms. Willey, Hillary stood by her man. When Bill was president and was getting blow jobs by Monica Lewinsky and Walter Mondale’s daughter, Eleanor Mondale (Who did not testify against Bill), Hillary again, Stood by Her Man. She’s more Tammy Wynetten than Tammy Wynette, Hypocirte! Hypocrite! Hyporcrite! I do not in any way endorse Trump. I do encourage Latinos to vote 3rd Party. Hillary, La Mentirosa, who stole the election, lied about her emails, and refused to help those Americans in Benghazi who later were massacred, does not deserve our vote. Latinos, we must wise up and rise up against Hillary. This is our time, Es Nuestro Tiempo! How we vote in this coming election will define who we are as a people as a society, as a movement.Join us, unite with us as brothers and sisters during this new age which will be remembered as “The Age of Latino Enlightenment in America.”