The Role of Language in Hispanic Marketing.

English, Spanish, or both? It depends. Hispanic consumers come in different colors, shapes, and sizes. They also come with varying levels of language. Some speak only Spanish, some speak only English, and yet some eat and breathe ‘Spanglish.’ When marketing to Hispanic consumers, it is extremely important for marketers to understand where they stand on the language spectrum, as well as how they would like to be marketed to. Not all Spanish speaking consumers like to be marketed to in Spanish. Similarly, not all English speaking consumers like to be marketed to in English. There is often a flip-flop as far as language preference. Most importantly, it varies on the circumstance, service, and/or product. Digging further, how does translation fit in this flip-flop?

According to a study conducted by Aida Levitan, PhD, president of Association of Hispanic Advertising Agencies, “[m]ore than half of Hispanic 18-34 year olds (68%) are Spanish-dominant or bilingual. 18-34 year olds are consuming Spanish and English broadcast media at nearly equal rates, with Spanish-language television and radio outpacing English-language television and radio.”1 What does this imply then? It implies that Hispanic marketers’ efforts to advertise to this group of consumers in Spanish are not a wasted effort. It does not imply, however, that Spanish is the only language to be used to do so, although “18-34 year old Hispanic consumers are more persuaded by advertising in Spanish and are more loyal to companies with ads in Spanish.”1 Again, not a wasted effort. This last statistic could be so due to a number of reasons. For example, it is possible that the Spanish language among this group represents strong ties with their culture as it may be the language spoken at home. The products and/or services they consume may be similar to those of their parents. After all, the apple does not fall far from the tree. Brand loyalty starts at home. Ultimately, it is extremely important for marketers to discern what language Hispanic consumers in various age groups feel most comfortable with.

Translation and when it should be used is related to which language Hispanic consumers in various age groups feel most comfortable with. Those who prefer English might use the Spanish version to practice their Spanish and vice versa. Those who are indifferent to the language used, like me, might use translations to compare how the information is presented and check for consistency – is the general message the same? To do this effectively, organizations may use what is known as backtranslation. In backtranslation, “one person translates the document from language A to language B, a second person translates the document from B back to A to check if the intended message is actually being sent.”2 When using translations in advertising, it is extremely important that the translated text is culturally sensitive. In other words, the translated document must capture customs, idioms, and the like. Coors, for example, translated its slogan, “Turn It Loose,” into Spanish where its translation was read as “Suffer From Diarrhea.”3 This is obviously not the direct translation, but rather the interpretation of it based on culture, idioms, and the like.

In essence, as Hispanic consumers and their language preferences evolve, so must the marketing efforts. It is no longer suitable to market to Spanish speaking Hispanics in Spanish and to English speaking Hispanics in English. As bilingualism and ‘Spanglish’ continue to grow, it is no longer black and white. In addition, it is no longer acceptable to simply translate advertisement from English to Spanish. Hispanic consumers demand sensitivity. We deserve respect!

By Leidys Pena
Florida State University

References
1“An Overview of Current Market Trends and AHAA Data”. Association of Hispanic Advertising Agencies. 27 Sep. 2006 .
2Ricky W. Griffin and Michael W. Pustay, International Business, 4th ed (New Jersey: Pearson Prentice Hall, 2005) 625. 3Famous Marketing Blunders. Digital Dreams. 27 Sep. 2006 .