With the increasing presence of Spanish in Museums, Latinos throughout the country are rushing to see new art exhibits. From the display of works that actually incorporate Spanish into their presentation to the presence of bilingual labels, museums are making art increasingly accessible for Spanish-speakers. The initiative to target the Latino market is particularly active in the region of Southern California. This is partly attributed to the region’s close proximity to the Mexican-American border that attracts a huge influx of Latin American immigrants. This influx contributes to the state’s already large Hispanic population.

The most visible inclusion of Spanish language in art is an enormous LED display outside the San Diego Museum of Contemporary Art.  This work by Jenny Holzer displays Spanish sayings that alternate with their English counterparts every half hour. San Diego is not alone in its strife to target Latino consumers. Numerous museums throughout the state of California including the Santa Barbara Museum of Art, the Getty Museum, and the Los Angeles County Museum of Art have launched intensive Spanish-language campaigns in the last five years. As campaign initiatives, museums display Spanish labels for works, provide Spanish translations of their catalog and website, and host bilingual tours. Even their phone systems have a Spanish option.

Given Census data indicating that 1 in 3 people in California are Latino, the incorporation of professional Spanish translations and bilingual services is a necessary step to target this growing market. Though Spanish-language campaigns are less prevalent and more sporadic in other parts of the country, the changing demographics and growing Latino population is forcing organizations to brainstorm new methods and initiatives to expand their network of consumers. As Latinos become more influential in the U.S., it becomes increasingly important for businesses and organizations to invest in translation and interpretation services to reach out to Non-native English speakers.

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.

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.

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.

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

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.

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. 9^th, 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.

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 translation 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.

By Karina Lairet

Ever since the 2000 Census data broadcasted the estimated 44 million Hispanics living in the United States, there has been a surge in advertising in Spanish to target this growing market. Furthermore, marketers’ hunger for Hispanic customers has grown in step with each new demographic report predicting that the population of Hispanics, currently accounting for 15% of the total population,  will comprise nearly a quarter of the United States population by the year 2050. As a result, there has been an increase in the use of Spanish-language campaigns which has proven to be an effective tool to target this lucrative market.

A trend-setter in this field is Hershey Foods with its television, radio and magazine advertisements in Spanish to promote its chocolates and candies. In fact, they even chose the Latina pop star Thalia to be the celebrity endorser of their products. Thalia appeared in numerous television commercials promoting caramel kisses and white chocolate Reese’s peanut butter cups. Other examples of campaigns translated into Spanish in an effort to target Latino consumers include:  McDonald’s Me encanta (“I’m lovin it”), Chevrolet’s Súbete (“Get in”), and T-Mobile’s Estamos juntos (“We’re all together”) among many others.

Though some question whether the use of Spanish-language advertising is a fruitful investment, it has proven to be an effective tool to target the Latino population. A recent study from ad agency Marketing Bodega found that 64 percent of over 750 people surveyed were more likely to purchase a brand that advertises in Spanish. This is one of the many studies that support the idea that Spanish is the most persuasive language for the majority of Latinos. For this reason, new developments in the field of advertising in Spanish and an increased prevalence of Spanish campaigns will yield higher sales for companies in years to come.

By Karina Lairet

In this day and age, Hispanics constitute the largest demographic group in America, and one with an ever-expanding buying power. The rapid growth of this population has made it a lucrative target for many Fortune 500 Companies. Based on data from the U.S. Bureau of Economic Analysis, Hispanic purchasing power in the U.S. is estimated to reach as much as $1 trillion by 2010, which makes it obvious why many businesses want to capitalize on this growth.

A key example is IBM, a leading multinational computer technology corporation. During an annual event advocating the increase of the Hispanic population’s access to educational, employment, and entrepreneurial resources called La Familia Technology Week, IBM launched a campaign to target Hispanic business owners. As part of this campaign, IBM distributed a complimentary toolkit that aimed to spur profitability and growth in small businesses. Furthermore, they initiated a program called TradúceloAhora that funds several hundred schools and non profit organizations in the North America. The program aims to enhance communication between Spanish-speaking families and English-speaking officials.

IBM does not stand alone in its quest to tap into this sought-after market. Other Fortune 500 companies including Microsoft, Aetna, and AT&T have taken action by either outsourcing customer services to locations that provide Spanish-speaking and bilingual agents or hiring, training, and managing bilingual agents internally. As the purchasing power and number of Hispanics continues to grow, it will strengthen their position as one of the nation’s most attractive population for companies to target. As a result, there will be an increased demand for bilingual services in the country to cater to this market’s needs.

By Karina Lairet