Does the Spanish Language Affect Hispanic Behavior?
September 13, 2005
The division between the two columns of this paper represent the division U.S. Hispanics feel as they establish their identity and role as a Hispanic consumer in an American economy. There is a division between the English and Spanish language. There is a division between the general functions of both languages; English has tones of efficiency and functionality, whereas Spanish is considered more emotional. Finally, there is division between the values and lifestyles of Americans and Hispanics. Thus, on a daily basis, U.S. Hispanics make deliberate choices between these dualities. Marketers catering to the U.S. Hispanic market benefit from studying and understanding these cultural differences. Language serves as the medium for connecting the two languages and two cultures living on one continent.
The Spanish language offers keen insights into the psyche of Hispanics. Therefore, marketers that understand the syntax and connotations of the Spanish language will generally construct more relevant and more successful campaigns. The key is to “get on their [Hispanics] level.” This is achieved by educating marketers of the socio-cultural Hispanic environment. For example, in Hispanic Marketing Communication, Korzenny and Korzenny cite fatalism as an example in which the collective Hispanic experience has felt unable to escape the desires of the supernatural. Their language infuses phrases like “Si Dios Quiera,” or “Que Dios Te Bendiga.” Gennyva Almira, a Hispanic student I interviewed, also described the “acaváche” black pendant many Cubans to ward off the “maldeojo.” While I recognize that “maldeojo,” literally translates as evil eye, there is no way for me to understand the fatalism or belief in the supernatural that this word evokes, since I am not of Hispanic cultures and there is no such thing in mainstream America. This reiterates that fact that experience and language are not separate from each other, but fundamentally connected (p. 85 K&K).
I never considered language and culture to be so fundamentally connected until I read K&K text. I thought that each term could stand on its own. For example, I am not a part of the Hispanic culture, however, I speak the Spanish language. The words and the syntax are something that was explained and taught to me. I memorized them. The difference is, those that belong to the Hispanic culture do not need the explanation, they just acquire it and pass it down. Had I just looked up a translation in a dictionary for “maldeojo” or “acaváche,” I would have missed out on the story and vivid explanation Gennyva and her abuela me contaron. Marketers cannot afford to make the same mistake.
There are four general mistakes that impede marketers from successfully communicating with the Hispanic market. First, educational levels confound translation (89 K&K). Second, technical terms for some products do not exist in Spanish and/or are understood by few, and with a third problem being an overall distrust of translations (p.92 K&K), this can cause much confusion therefore, ineffective communication. Most importantly, a lack of cultural insight and understanding will limit the marketer’s effectiveness to connect with the Hispanic consumer.
I believe the solution to most of these problems is to avoid direct translations. The English and Spanish languages have different emotional currencies. Just as currency is used to communicate a transaction, words are used to communicate information and emotion. A dollar will not buy me what a Euro will. An English word will not convey exactly what a Spanish word will. They have different emotional weights. Marketers have much to gain both personally and professionally if they study the Spanish language and understand the cultural idiosyncrasies. They ought to strive to create images rather than configure the precise translations of words. This will resound much more successfully with the hearts and brand loyalty of Hispanics.
Referring again to the example of the columns, one will still understand the context of this paper as a whole, even though it is divided into different columns. One cannot just begin reading the second column and understand this paper as a whole. The second column lacks the context that was passed down in the first column; similarly, one cannot switch a message in English directly into a message written in Spanish because it lacks the cultural context and connotations. In this way, marketers need to study and understand the historical and cultural influences of Hispanic culture. This is why campaigns translated from English to Spanish generally fail compared to campaigns constructed in the context of Spanish language.
As I wrote this paper, I interviewed Gennyva Almira, a FSU junior born in Miami who grew up with both American and Hispanic cultures. I talked to her in Spanish and she would talk to her abuela on the phone, and then answer me in Spanish as I wrote this paper. I am able to type it in English because I first used Spanish to “talk
on their terms,” and get the best possible interpretation of what they expressed.
Focusing on the translation of terms before studying and understanding the cultural context of words will likely render an ineffective campaign, or in my case, a duller conversation. This is why straight translations from English to Spanish are generally less relevant than campaigns constructed from scratch in Spanish.
The Korzenny text points out that language can expand and limit one’s horizons (p.87 K&K). Hispanics have the advantage of picking, choosing and comparing the languages and values of Hispanics and North Americans. They have more room to expand their horizons by understanding two languages. Likewise, successful marketers will become more attune with Hispanic consumer preferences if they choose to expand their repertoire and study the Spanish language and the cultural richness it implies. According to the 2003 Yankelovich Multicultural Monitor, 62% of Hispanics agree that the Spanish language is more important to me than it was 5 years ago (110 K&K).” Therefore, the current trend supports the need to transition between both languages and cultures. Since Hispanics are the largest minority, it would be in the best interest of North Americans to study this ubiquitous presence, not just to be more effective with advertising dollars, but also to expand one’s capacity to relate and communicate.
Krystal Plomatos
Hispanic Marketing Communication
Student in the Hispanic Marketing Communication Program at Florida State University
