A colleague of the TMN team shared a presentation with great advice and insights that may be considered when adapting any English message into Spanish.
I. Assumptions to Avoid
A.-Not every person who speaks Spanish is an expert in the Spanish language.
B.-Not all Hispanics are equal. Usage of the Spanish language among U.S. Hispanics depends on different factors such as country of origin, generation, region of residence. Each group has its own vocabulary and its own colloquialisms.
If you are thinking about asking…
Q: What are the differences between Hispanics and Latinos and what is the right word to use?
A: This question could create a long discussion. Just as a reference – on the East Coast “Hispanics” is more widely used while on the West Coast “Latinos” is more common.
Q: Is there a standard Spanish I can use?
A: No. But you can use neutral words and the Real Academia Española (Spanish Royal Academy) dictionary is a good reference. Remember to always use appropriate language to your target audience.
II. Common Grammatical Mistakes
A. Try to avoid the use of gerunds (-ando, -endo).
Example: Use “salta” (to jump) instead of “saltando” (jumping).
B. Use active verbs when possible: Try to avoid the translation of the have + verb form into Spanish. Example: He has jumped (el ha saltado), might sound better as (el salta or el saltó)
C. Avoid commonly misused words.
Quiz: Are the following translations correct?
Protester: Protestante
A: Incorrect. It should be “manifestante.” Protestante means protestant (religious denomination).
Facilities: Facilidades
A: Incorrect. It should be “instalaciones.” Facilidades is related to easy.
Aplication: Aplicación
A: Incorrect. It should be “solicitud.” Aplicación means “to apply towards…” such as to apply force.
Act: Ley
A: Correct. “Acta” in Spanish is a document.
D.-Always try to use alternatives to gender.
i.e. Avoid using she/he (ella, él)
E. Check for the order of words in a sentence. (Nuevo Carro, Carro Nuevo)
F. Avoid using too many articles (la, el)
Example: Women’s Health Center as Centro de la Salud de las Mujeres. It is better to use: Centro Médico para Mujeres.
By the way, the comas (,) are always located outside marks. (i.e. “”, not “,”)
III. Adapt the Message
A. Remember who is your true target market.
Be careful of cultural differences and regional sensibilities.
i.e., Salsa music is not Mexican, Chileans and Argentineans do not eat rice and beans, burritos are not Mexican, and pupusas are not the same as arepas.
B. Remember your demographics:
i.e., Miami Cubans, Newyoricans, Chicanos, Mexicanos and others. First generation, second generation….
C. Think different! Hispanics are a different public. Do not use literal translations from English.
Quiz: How do you translate Got milk or Got eggs?
A: A direct translation may be interpreted in a different, and sometimes inappropriate, way. It is better to adapt the phrase as “Tome leche” (Drink milk) or “Compre huevos” (buy eggs).
D. Same words have different meanings.
Guagua: in South America means baby (from quechua); in the Caribbean it means bus (spanglish from wagon). Corn in South America is known as choclo, while in Mexico and Central America is known as elote.
E. Watch out for double meaning. Some words may be interpreted as “dirty” by some Hispanics.
i.e., Bolsa (hand bag) in the Dominican Republic means testicles. Other examples are: Pelotas (balls), en pelotas (to be naked), Pelotas (stupid), Pelota (group C.R.)
F. Do not rely on Internet translation pages or software (e.g. Google Translate)
Example: “The Media Network is a full-service public relations, advertising, and social marketing agency” was translated in Altavista as:
“La red de los medios es relaciones públicas de un lleno-servicio, publicidad, y la agencia social de la comercialización,” which back in English reads as:
“The net of media is public relations of a full service, publicity and the social agency of the commercialization.”
G. Do not rely on Microsoft Office spell check. Microsoft HQ is not located within the Spanish Royal Academy building.
H. Use simple language. Avoid “SAT” or “GRE” vocabulary. Yes, we already know you are very smart.
IV.- Where can I get more information?
National Association of Hispanic Journalist Style Book (recommended): Can be purchased from: www.nahj.org/nahjproducts/stylebookrequest.pdf
Spanish Language Royal Academy (the final authority): www.rae.es/
El Mundo Newspaper Dictionary: www.elmundo.es/diccionarios/index.html
El Pais Style Manual: http://estudiantes.elpais.es/libroestilo/dic_a.asp