Hispanic Branding

On the other hand, the following are great examples of companies reaching out to these consumers by targeting to the cultural and language relevancy.

With a good sense of humor, this commercial is an example of connecting with your market using language and  cultural relevancy.

 

 

In 2009  Kleenex campaign in” El mes de la Hispanidad”.   (Hispanic Heritage Month) I held a contest of local artists that represented their Hispanic heritage. The contest was called “Express your Hispanic Pride with Kleenex” or Celebra tu Hipanidad con Kleenex.

 

 

 

 

 

And lastly  as part of  ESPN Deportes “Noche Latina”  NBA teams in an effort to promote and appeal to Hispanic fans bring out their  jerseys as  El Heat, Los Lakers or, Los Suns.

 

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Web Localization for the Latin Market

 

For example, Amazon has localized its websites for international markets in Europe, Canada and Japan and not only are they localized by language but by  desired marketing and product specification. Yet, when it comes to the Latin market, it does not have a localized website for the Latino group, it does carry  products in Spanish such as music and books but the site itself in in English.

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Language and Cultural Barriers in Health Services

Although  this subject veers off a little from my market, I do find it important to discuss it here too.  It is quite a sensitive issue because if there is a time that you need truly be understood is in an emergency or  in a health scare and  because it is often the poor,uninsured and  largely Hispanic population that suffer the most with this  issue.  It is usually the patient’s  family members or even children – usually minor children- that interpret for the adult with very limited proficiency themselves.  Therefore many go untreated and just see a doctor when the situation gets critical.  These facilities themselves are not staffed with professional interpreters that could help in the communication process and when they do  the miscommunication makes matters even worse.

On a Lighter Side… Translating Jokes..(Pepito is Bilingual Too!)

 

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It’s Friday and wanted to relax a bit!

The teacher told Pepito to use these words in a sentence.

> 1. *Cheese*
> Pepito replies: Maria likes me, but cheese fat.
>
> 2. *Mushroom*
> When all my family get in the car, there’s not mushroom.
>
> 3. *Shoulder*
> My fren wanted 2 become a citizen but she didn’t know how to read so I
> shoulder.
>
> 4. * Texas *
> My fren always Texas me when I’m not home wondering where I’m at!
>
> 5. *Herpes*
> Me and my fren ordered pizza. I got mine piece and she got herpes.
>
> 6. *July*
> Ju told me ju were going to tha store and July to me! Julyer!
>
> 7. *Rectum*
> I had 2 cars but my wife rectum!
>
> 8. *Chicken*
> I was going to go to the store with my wife but chicken go herself.
>
> 9. *Wheelchair*
> We only have one enchilada left, but don’t worry wheelchair
>
> 10. *Chicken* *wing*
> My wife plays the lottery so chicken wing.
>
> 11. *Harassment*
> My wife caught me in bed with another women and I told her honey
> harassment nothing to me.
>
> 12. *Bishop*
> My wife fell down the stair so I had to pick the bishop.
>
> 13. *Body wash*
> I want to go to the club but no body wash my kids.
>
> 14. *Budweiser*
> That women over there has a nice body, budweiser face so ugly?

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Translating Taglines

Such is the case  of Nike’s “Just Do It” campaign  and the “Got Milk” commercials. In the last example the literal translation into Spanish would send a completely different message and a quite offensive one,  and therefore the translated tagline is Toma Leche. (Drink Milk).  There are countless examples of how many of these taglines  do not only get butchered but truly get lost in the translation process and for those there are plenty of blog posts on that subject.  It is then that companies decide to stick to the original and only translated the copy of the ad alone.

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