An English-Spanish translation is a process that should focus on the message’s meaning, is culturally appropriate to its target audience, and is not a word-to-word service.
Without the proper attention, your message will quickly be lost in translation.
With over two decades of working in the political area, public affairs, with Univision, and other media outlets, we have encountered well-intended websites, print, radio, and television ideas that a failure in the language would have been costly and damaging to the client’s reputation.
A real example: the literal translation of “hot dog” in Spanish is “perro caliente,” but in Spanish, “perro caliente” refers to “a dog that is hot,” and in Spanglish, it’s a “dog in heat.” Those are not the messages you want to convey when inviting the community to your campaign grand opening, where hamburgers and “hot dogs” will be served.
Improperly introduced words can become landmines in a foreign tongue and culture. The failed car sales of the Chevy Nova in Mexico serve as another failed example. Who wants to buy a Chevy that “doesn’t go?”
Translations should be organized, thoughtful, and incorporates multiple perspectives. Don’t be embarrassed to have your work reviewed by several people. This will ensure the correct meaning is appropriately translated and that your target audience receives the right message.
Consider factors such as the predominant Spanish-speaking population in your target area—is it a big city or a farming community? Is the audience bilingual? What are the generational backgrounds and specific origins -Mexico, El Salvador, Puerto Rico, or Cuba?
Just because someone speaks Spanish doesn’t mean they are fluent in the language and well-versed in politics, government, demographics, and popular culture. Having the right expertise minimizes potential vulnerabilities and maximizes the impact of your message, ensuring that you reach your audience in the most effective way possible.
When Univision was approached with the famous “Got Milk” campaign, the giggles in the boardroom made it clear that a different direction was necessary. Just imagine the ads asking, “Are you lactating?”
