SpanishTarget.com Blog
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The Hispanic Market: A Growing Opportunity
http://spanishtarget.com/blog/index.php?entry=entry080616-193344
By Karina Lairet
In the past two decades, the explosive growth of the U.S. Hispanic population has been fueled by a massive influx of Latino immigrants in search of the American dream. In 2006, the U.S. Census Bureau estimated that nearly one in every 10 households were Hispanic. This translates to a Hispanic population of nearly 43 million. By 2020, forecasts show that the Hispanic population will reach 60 million; almost 18 percent of the total U.S. population. With such high growth rates, Hispanics have become the most rapidly growing ethnic group in the United States.
The Hispanic population has spread out across the nation faster and farther than any previous wave of immigrants, with the movement of Latinos from immigrant gateways into the suburbs. This influx of immigrants has contributed to a substantial growth in emerging industries and businesses. In fact, their economic influence is growing even faster than their population. As a result, the Hispanic market has become one of the fastest growing demographic segments in the United States, making it an enticing segment for many marketers and product developers.
In recent years, the purchasing power of Hispanics in the U.S. surged to nearly $700 billion, according to new estimates by HispanTelligence. Forecasts predict that this amount will exceed $1 trillion by 2010; a 55 percent increase over 2003 levels. With these growing figures, it is becoming increasingly important for companies in the U.S. to be aware of the need to target Hispanic consumers for their services and products.
www.census.gov]]>MySpace Latino: A New Flavor
http://spanishtarget.com/blog/index.php?entry=entry080602-085523
By Karina Lairet
What happens when MySpace, one of the largest social networks in North America, aims for a piece of the increasingly influential Latino market? Your result is the launch of a revolutionizing bilingual portal called MySpace Latino. Launched on April 11th, of 2008, MySpace Latino goes beyond the mere Spanish translation of current site features. In fact, it is a completely renovated site specifically tailored to its Latino consumers.
The new site features culturally relevant content that focuses on interests that excite the Latino audience living in the United States. It is geared for bilingual users, giving members the option to choose between English and Spanish versions. MySpace Latino comprises eight new communities that focus on needs specific to the Hispanic population with topics ranging from music and fashion to sports and entertainment. Furthermore, MySpace is expected to collaborate with leading industries in these fields to further develop its new site.
MySpace has an estimated that 9.7 million Latino members, making it the largest social network among Latinos in the U.S. Thus, by revolutionizing and adapting its present settings, it can more effectively target Latinos and thus continue to expand its influence and membership. The company’s continued efforts seem to be paying off, with the addition tens of thousands of Hispanic users each month. The launch of MySpace Latino is just one of the many examples of multinational corporations catering to the needs of their growing number of Hispanic consumers.
References:
http://news.cnet.com/8301-13577_3-9913650-36.html ]]>Nuestro Himno: Skepticism towards the translation of a national symbol
http://spanishtarget.com/blog/index.php?entry=entry080422-232941
By Karina Lairet
When a key symbol of national identity like the Star-Spangled Banner was released in Spanish, many saw it as a significant step toward embracing the growing population of Latinos in America. Numerous Latino pop artists including Carlos Ponce, Ivy Queen, Gloria Trevi, Tito "El Bambino," and Olga Tañon were hired to record the new version titled Nuestro Himno. Music producer Adam Kidron released the Spanish version to honor the millions of Latino immigrants seeking a better life in the U.S.
This translation into Spanish includes several departures from the original lyrics. The Spanish translation of the first few lines remains relatively faithful to the spirit of the original, except that references to bombs and rockets were avoided. Subsequent lines which were more obscure were practically rewritten, with the incorporation of phrases such as "we are equal, we are brothers" to promote the values of unity and equality. Nuestro Himno was distributed to various Spanish-language radio stations throughout the country, many of which encouraged huge numbers of protesters to take to the streets lobbying for immigration reform.
The release of Nuestro Himno generated mixed reactions within the diverse American population. Many conservatives view the rendering of the song in Spanish as a rejection of assimilation into the United States. However, it is important to note that this new version was intended to spread American ideals of freedom and unity to a wider audience of non-native English Speakers. Americans have long enjoyed different interpretations of the Star Spangled Banner, including country, gospel and even rap arrangements. Many argue that this Spanish-language release is no different. As the Hispanic population continues to grow in size and influence, it is important for people to embrace the spread of American ideals and patriotism to this emerging group.
References: nytimes.com washingtonpost.com
]]>The Hybrid Called Spanglish
http://spanishtarget.com/blog/index.php?entry=entry080414-144121
By Karina Lairet
Young Hispanic rappers use it in music, while poets and novelists are adapting it to their literary endeavors. Spanglish is soon becoming the language of choice for a growing number of Hispanics in America. Even Spanish-speaking television stations Telemundo and Univision are incorporating this new dialect into their daily broadcasts. Many recognize the potential of Spanglish as a powerful tool that taps into a bicultural world and targets the lucrative Hispanic Market.
Maria Conchita Alonso’s new Telemundo variety show called Al Dia is a key example of the increased prevalence of Spanglish in the media. “How are you? Que lindos se ven todos!” she says as she enthusiastically greets the crowd. The mixing or code switching of Spanish and English comes naturally to her and is well received by the predominately bilingual audience. The show has been such a hit that it will be switched to prime time this season. Telemundo is not alone in its endeavor to indoctrinate Spanglish into the media. Critically acclaimed Hispanic writers Ana Castillo, Julia Alvarez and Sandra Cisneros regard it as a legitimate, creative form of communication and routinely incorporate it into their works. These prior examples demonstrate the increasingly widespread use of Spanglish throughout the media and popular culture.
If used wisely, Spanglish can be a powerful advertising tool to profit from the growing purchasing power of Latinos acculturating to America. At the same time, its prevalence poses a challenge for translators throughout the world, more specifically with respect to the localization of Professional Spanish translations. The many variations of Spanglish make it difficult to exactly translate a phrase and ensure that the entirety of a diverse Latino audience will comprehend the message. Inevitably, these issues must be addressed by the Spanish-Language advertising and translation industries as millions of acculturated Hispanics take on more prominent roles in business, media and the arts, giving this new dialect growing influence. ]]>The Art of Literary Translation
http://spanishtarget.com/blog/index.php?entry=entry080407-095349
By Karina Lairet
Translation is an art, not a science. In particular, the translation of literary texts is a complex task. It requires the translation of not only the literal meaning, but also the melody, tone, and rhythm. The Latino market is a substantial consumer of published materials including books, newspapers, magazines, journals, etc. Thus, text translations must not only translate the ideas but also retain the natural flow of the source to maintain levels of readership. This task can turn out to be quite a challenge, and often a mediocre translation can distort the meaning and quality of the original text.
This is the case of critically-acclaimed author Isabel Allende’s recent work titled Ines of My Soul. On November 12, 2006, the Atlanta Journal-Constitution published a literary review of this text. One of the critics, Greg Johnson, tore the English translation to shreds, criticizing its excessive use of clichés and incorrect use of the verb “to be.” These two elements diminished the work’s cohesion and readability. However, Johnson cited that these errors were likely due to inaccuracies in its translation from Spanish. This is a key example of how a novel given raving reviews throughout Latin America was deemed of poor literary quality in English-speaking markets because of a poor translation.
Although a professional Spanish translation will never exactly replicate the original work, it is possible to retain its essence and level of quality. For instance, Gabriel Garcia Marquez, acclaimed author of the epic One Hundred Years of Solitude, said its translation to English actually improved on the original. To properly translate a literary work, it is crucial for the translator to have a vast knowledge of the source and target language as well as an understanding of the work’s context and purpose. Only by retaining the agreement, coherence, and cohesion of the original will a translated work have the same literary quality and acclaimed success.
References:
translationdirectory.com nytimes.com revistaelite.com ]]>Translation Blunders: “Fly in Leather” versus “Fly Naked”
http://spanishtarget.com/blog/index.php?entry=entry080330-205111
By Karina Lairet
At times, it may seem attractive to cut costs by not investing money in researching your target market and testing out your translated campaign before its release. It is important to note, however, that poor understanding of cross cultural differences when carrying out translations can have damaging consequences. What was once an award-winning, successful marketing campaign can be turned into a meaningless or offensive one when translated into Spanish. The absence of a professional Spanish translation could lead to marketing blunders that yield decreased profits and damage your company’s reputation.
An infamous marketing blunder in recent years is the American Dairy Association’s “Got Milk?” campaign translated into Spanish as, “Tienes leche.” Literally, this translates to “Are you lactating”, which both defeats the purpose of the campaign and has a rather vulgar connotation. Needless to say, this failed marketing campaign had to be revised to fit the intended audience. Another humorous example is the Spanish version of American Airlines’ tagline “Fly in Leather” to advertise its new leather first class seats. It is not surprising that its Spanish translation of “Vuela en Cuero”, literally meaning “Fly Naked”, was a complete failure.
As these examples illustrate, poor translations can mean the difference between an effective marketing campaign and a complete failure. When translating a campaign, it is crucial to have cultural awareness and carry out the necessary market research indispensable for a successful marketing campaign. Rather than precisely duplicating the original tagline, companies should attempt to properly communicate the general theme of the campaign. An investment in a professional Spanish translation rather than a mediocre one is the only way to ensure that marketing consumers will purchase your product or service. This in turn ensures your investment in marketing efforts will yield expected returns.
References:
nytimes.com spanishenglishtranslations.com
]]>Machine versus Professional Translations: You Get What You Pay For
http://spanishtarget.com/blog/index.php?entry=entry080324-163147
By Karina Lairet
As Spanish translations of marketing communications become the norm, companies are increasingly using machine translations to cut costs. However, the accuracy and credibility of these Free Spanish Translations has been brought into question. In fact, any document used for commercial or professional purposes must be at the very least checked by an experienced translator if not carried out by one altogether. Ultimately, professional translations are worth the investment especially for documents in which your company credibility and reputation are on the line.
A key flaw of Free Translation Software is that it fails to effectively translate even the simplest of phrases due to the innate complexity of the Spanish Language. A key problem that arises is that very few words have exact equivalents in two different languages. In fact, some words have numerous possible translations, few of which are interchangeable. Knowing which one to use in a given context requires thorough understanding of the source text and mastery of the target language. A poor translation can mean the difference between an international success and a complete failure.
While Free Spanish English Translations can be useful to get the general idea of a word or phrase, they can in no way compete with the accuracy of professional Spanish translations. This is especially important when the finished product is intended to represent a business or organization. Even a slight inaccuracy in an English Spanish translation could jeopardize a company’s reputation. In essence, opting to hire a professional to translate documents is a decision that will save companies money in the long run as it guarantees that marketing efforts will yield expected returns.
References:
1888articles.com
]]>Facebook En Español: Website Translations Targeting Spanish-Speakers
http://spanishtarget.com/blog/index.php?entry=entry080317-150553
By Karina Lairet
Since its release in the early nineties, the internet has been dominated by English. Although English continues to be the prevalent language for communication on the web, the increased influence of Spanish-speaking populations throughout the world is forcing businesses to translate their websites into Spanish in order to gain access to the lucrative Hispanic market. A key example of this initiative is undoubtedly the recent release of a Spanish version of Facebook, a popular social networking site, which used an innovative model to translate its website into Spanish.
Facebook is a social networking site originally started in 2004 by a Harvard undergraduate as a means to help his fellow students communicate more efficiently with their friends, family and coworkers. In the past four years, it has expanded to a social utility valued at several billion dollars with 64 million active users worldwide. It is estimated that 2.8 million active users lives in Spain and Latin America. Naturally, Facebook released the Spanish version of the site in February as a step to further its influence in these regions. This new version enables Spanish-speakers everywhere to sign up and browse the site in their native language. Using a community-based translation model, Facebook used input from 1,500 Spanish-speaking users to translate the site from English to Spanish in less than four weeks.
]]>Spanish in the Political Arena: A Tool to Sway the Latino Vote
http://spanishtarget.com/blog/index.php?entry=entry080310-111809
By Karina Lairet
The 2008 presidential election has set a turning point in history by making the Latino vote crucial in determining the next U.S. president. They have become nation's largest minority group, accounting for approximately 15 percent of the U.S. population. The number of Latino registered voters has increased 50% over the past decade, also making it the fastest growing segment of the U.S. electorate. In particular, their votes are highly coveted because they are decisive in battleground states such as Florida, California, and New York, making it crucial for candidates to target Latinos in their political campaigns. The 2008 election has set forth unprecedented advances in Latino political marketing including the first presidential debate translated into Spanish and a growing presence of Spanish-language advertisement campaigns.
On Sept. 9th, 2007, the Spanish-language television network Univision in conjunction with the University of Miami hosted the first Democratic presidential debate aimed specifically at Latino voters. The candidates that participated were Senator Hillary Clinton, Senator Barack Obama, Governor Bill Richardson, and Senator John Edwards among others. Univision moderators Jorge Ramos and Maria Elena Salinas posed questions in Spanish regarding key issues including immigration, health-care policy, and relations with Latin America. Interpreters simultaneously translated the questions into English and subsequently translated the candidates’ answers into Spanish. The television broadcast was deemed a huge success with over 2 million viewers nationwide. Furthermore, Senator Obama recently released a Spanish-language television advertisement titled Hope which highlights his personal story and vision. Senator Hillary Clinton retaliated with her own Spanish-language advertisement on health insurance, wages, and living expenses.
The participation and investment of both major Democratic presidential candidates in Spanish-language advertisement campaigns shows an effort to reach out to the Latino community. The heightened presence of Spanish in the political arena can be attributed to the growing influence of the Latino voters in the U.S. Politicians are slowly realizing that Spanish is an effective tool to appeal to this increasingly important fraction of the electorate that needs to be educated about the electoral process and the candidates in this crucial election.
References:
nytimes.com edition.cnn.com pewhispanic.org ]]>Medical Translations: Language Assistance Saves Lives
http://spanishtarget.com/blog/index.php?entry=entry080303-171302
By Karina Lairet
Access to proper health services and medications is often taken for granted by many people in the United States. However, we tend to overlook the fact that out of 44 million Latino immigrants living in this country, 78% grow up speaking Spanish at home. In many cases, this entails that they have limited if any knowledge of the English language making it difficult for them to understand the complex terminology in prescriptions and medical settings. As a result, the absence of adequate medical translations and medical interpretation services endangers numerous Latino immigrants who lack sufficient command of the English language.
A complaint recently filed in New York holds that federal civil rights law and state health regulations guarantee individuals with limited English proficiency equal access to health services through easy access to linguistic assistance. The complaint alleges that 16 pharmacies failed to provide adequate help to non-English speakers to ensure that they understood their prescriptions. This negligence could be lethal in the event that an individual takes an incorrect dosage or medication. One of the cases cited in the complaint was that of a Latino immigrant by the name of Reyita Rivera. Due to the absence of a pharmaceutical translation and lack of bilingual staff, she misunderstood her prescribed dosage. She overdosed on antidepressant medication and had to be admitted to a hospital shortly after.
In essence, it is not possible to ensure proper health services without a bilingual staff and easy access to translations. Many pharmacies have tried to alleviate this growing problem by providing telephone interpreters, hiring bilingual pharmacists, and providing labels in various languages. However, to ensure that Spanish-speaking immigrants are not put in harms way, there must be an increased prevalence in the translation of forms, product labels, patient information brochures, and medical articles in addition to other frequently encountered Medical Spanish translations.
