Translation: When Should You Be Using "neutral" Spanish?

One of the most important decisions to make before sending a document or website for translation is what type of Spanish should be used

. Identify who your target audience is and discuss it with your translations company.

Technically, all Spanish speakers in the United States speak the same language but, just like English, there are regional variations. Languages evolve differently in different countries, and slang and other vocabulary reflect the differences. For example, a verb commonly used in Spain when talking about taking a bus or a taxi is used in a very different sense in most of Latin America, and it would be considered offensive in polite company. If you are marketing your product in Texas, most of your Hispanic clients or consumers will be of Mexican origin. If your message needs to reach Hispanics all over the country, you would want to use Neutral Spanish in your translations.

What is "Neutral Spanish"? Neutral Spanish is nothing more than Spanish that can be understood easily by all U.S. Hispanics. It steers clear of humor, slang, and word play. It is commonly used by marketers who are targeting Hispanics throughout the United States. Advertisers who have a regional focus can tailor their campaigns to local demographics, but that would be an expensive way to advertise nationally.

Native Spanish speakers are used to receiving and responding to marketing communications in Neutral Spanish. It may not reflect the way they would deliver the message to a friend or family member, but its use over many years in Hispanic advertising has been proven to work. It may not be the best option if you are targeting urban Latino youth in Los Angeles, but most products and services will benefit from reaching the largest number of Spanish-speakers without offending any of them.

by: Janine Libbey

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