Espanõl or English?

Language is universally defined as the communication of thoughts and feelings through a system of arbitrary signals, such as voice sounds, gestures, or written symbols used by a nation, people, or other distinct community. When marketing to U.S. Hispanics, using the most effective language to communicate a message is as important as the means in which a marketer chooses to do so. While it seems common sense to research the most effective language to communicate a message to a particular target market, many marketers fail to do so when targeting the Hispanic market. Communicating with U.S. Hispanic consumers is a complicated task for marketers for two key reasons. First, the U.S. Hispanic population is not homogenous. This means all Hispanic consumers do not prefer to or primarily speak Spanish. Secondly, many marketers are challenged when it comes to discovering specific meaning and feelings beneath words, especially when they reflect such a unique culture like that of Hispanics.

In an effort to better understand the process that marketers should take when attempting to reach U.S. Hispanics, it is necessary to take a closer look at the role that language plays in this market. According to the 2004 Synovate U.S. Hispanic Market Report, in the majority of the Hispanic market there is a clear preference of Spanish spoken in the home ranging from almost half (47%) in San Francisco to a little over two-thirds (69%) in Miami. Were as, in San Antonio the highest level of households that prefer English over Spanish in the home is almost a third (31%). This information clearly indicates the differences in language preference among the U.S. Hispanic population. This insight also provides marketers with some information on how to best communicate to a certain Hispanic target market and it also shows the different levels of acculturation of the Hispanic population. More importantly, this information gives marketers one way to examine the complexity of language in the U.S. Hispanic market in efforts to reach each segment in a culturally relevant way.

Many marketers have the misconception that if they seek a translator to turn taglines of products or services from English to Spanish they are tailoring their messages to the U.S. Hispanic consumers that prefer to or primarily speak Spanish. However, in many instances marketers fail to take into account the notion that merely producing translations may not communicate the intended message appropriately to this particular culture. For example, the Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand their advertising efforts to Mexico. Unfortunately, they soon realized that the translation of the slogan was interpreted as “Are you lactating?” Although the slogan was accurately translated from English to Spanish, the translation did not reflect the message the marketers were trying to convey in a culturally appropriate way.

Communicating to the U.S. Hispanic consumer is a complicated task for many marketers. With such vast levels of acculturation among U.S. Hispanics, it is important for marketers to conduct extensive background research before determining which language would be best when targeting specific subcultures. In the U.S., Hispanics communicate on different levels. There are Hispanics who speak only Spanish, those who speak both Spanish and English and those that speak only English. Understanding the complexity and importance of being able to communicate with the Hispanic consumer on a multitude of levels is a key element to a successful marketing campaign. Additionally, being able to effectively communicate messages across cultural lines is critical in order to convey the message that is intended.

Crissy Brown
Master’s Candidate in
the Integrated Marketing and Management Communication Program at Florida State University

References
Korzenny, Felipe and Korzenny, Betty Ann. Hispanic Marketing: A Cultural Perspective: 2005. Butterworth Heineman, New York.

Stachura, Jim and Murphy, Meg. Multicultural Marketing: Why One Size Doesn’t Fit All.
25 October 2005. Marketing Profs.com

Synovate 2004 U.S. Hispanic Market Report.