New Language Acess Requirements

This important info comes from Debi Kadis and our friends at Syntes Language Group:

Hot off the press!

The federal government just sent a significant message about the pivotal role of language access in economic recovery as federal agencies get ready to distribute funds under the American Recovery and Reinvestment Act of 2009.

The Department of Justice (DOJ) issued an important reminder that all recipients of federal money, including private companies, must comply with Title IV of the Civil Rights Act of 1964, which includes providing "language access for limited English proficient persons."

So, what does this mean for you and your organization? Here is some information to consider.

How do you determine what needs to be translated? The documents that should take priority and are considered vital are those that are required by law or are critical to obtaining services/products and benefits. Such documents include: applications, consent & complaint forms, and notices of rights and disciplinary action.

What about translation of website content? Website content also needs to be translated if it meets these same criteria. However, even if the content is on the web, the translated print material still needs to be made available as well.

How does this apply to interpreting? The obligation to provide meaningful opportunities to individuals with limited English proficiency is not restricted to written translations. Oral communication is often an essential component in imparting vital information to recipients. Foreign language interpreting may be required for such communication as proceedings, meetings, and consultations that involve the exchange of legal or other critical information.

What about enforcement and public pressure? Given this intensified focus on language access, increased media attention, public pressure, and legal enforcement will likely follow. What are the broader implications here? In addition to language access being tied to funding and legal issues, the broader underlying message is that language is a path to global competiveness, which extends to a greater recognition of domestic linguistic minorities.

Indeed, current research indicates that the US Hispanic market remains underserved by more than 40 percent. In addition, in a slow economy, many of the stronger US firms look abroad for opportunites and often get more of their revenue from outside of the United States. How can you get more information? To read more about language access as it relates to the American Recovery and Reinvestment Act of 2009, visit http://www.usdoj.gov/recovery. For more general information, visit LEP.gov, a government website designed to promote “a positive and cooperative understanding of the importance of language access.”

¿Quién es Ratón Pérez?

This is my five-year-old nephew, Aaron, who just lost two teeth--one before this pic, and then another right after! Why is this important to you?

Because say you're a dentist, or in any business at all, and you want to use the concept of "the tooth fairy" in your marketing to Latinos. In many countries, such as Venezuela, Bolivia and Spain, that isn't translated at all, but it's Ratón Pérez (Perez Mouse!) who brings kids money when they lose their baby teeth. He's not a fairy at all!

This is an example of when Internet translations/non-language professionals/non-native Spanish speakers can fail miserably.

Understand your target. To whom is your message directed? If it's to folks in Colombia, a direct translation in this particular case may work. But if it's to the general U.S. Hispanic population, you might try another tactic since different concepts are used in different Latin American countries and Spain.

In any case, as a multicultural/multilanguage marketer you must either be familiar with the dialect and culture of the people you're looking to embrace, or consult with someone who is.

Aaron now has two bucks in his piggy bank. Not bad!

Wal-Mart in the News--and a local twist (sort of)

In case you haven't seen this yet, Wal-Mart has figured out that it just may pay to offer Latino-cized stores in two big Hispanic markets, Phoenix and Houston, as they continue to target high-growth markets. The name: Supermercado de Walmart.

The company's B2B membership retailer, Sam's Club, will be following suit, with Más Club (More Club?). Check out this article.

In a local twist that's only slightly related, Paula Rosecky of Hemispheres, a research consultancy, took this photo at a Wal-Mart on a recent trip to Mexico.

Just another example of why language professionals should *always* be involved, no matter what you're putting out there for the public.

TRANSLATIONS: ¡muy importante!

I'll take this moment while I'm stuck in a Spokane, WA hotel to tell you why I know that translations are ¡pero, muy importante!

At Conexión Marketing, we do a lot of work with the Spanish language. In fact, nearly all the creative we're involved with is in Spanish, targeting the U.S. Hispanic market. We do our own original copywriting in Spanish, as well as translation management.

Many times, our clients come to us with a translation they've been provided by a third party. Sometimes these translations work just fine; other times they're just not good or (GASP!) clearly Internet-generated translations. (That's a definite NO-NO!) Sometimes the mistake isn't syntactical, but cultural.

So even just in the past couple of weeks, we've seen our share of big mistakes:

• Credit card communications copy in which the legal disclaimer had inaccurate translation that would render the Client liable;
• An interview screener that asked the wrong question in Spanish, based on cultural differences, and caused the "qualified" participants to become "unqualified," creating a last-minute scramble and additional cost to replace them;
• And our favorite (those who know Spanish will see the humor in this one): a client who provided the translation for "fro" (as in "afro") as "vaivén." This term can refer to something that waves do in the ocean, for example. ?? We couldn't figure out this one until we did some research. The dictionary showed one definition of "vaivén" as "to and fro." Even non-Spanish speakers will see how very wrong this is, because the "translator" took the term "fro" completely out of context. It made absolutely no sense!

To top it off, the above examples are from brands you all know!

Of course, we scrutinize all copy, whether we've managed the translation job ourselves, or are provided with a translation the client would like us to work from. It's always included in our service.

We've found that it ends up costing the client less money, and certainly less time and trouble, to get a correct and culturally relevant translation in the first place.

Think about it: If you wanted some copy written for your website, would you just turn to the first person who happens to speak English to write that copy for you? Well, this is what we've seen over years and years in the business! Our clients suggest that they have someone on staff (not a writer, not a creative) who "speaks Spanish." Sometimes that person isn't even a native Speaker! Sometimes they have not formally studied the language, so while their conversational abilities are just fine, they are not qualified to write your copy.

That neighbor who's from south of the border, or that staff person who is a native speaker, may give you a really "good deal," but you must think of your translations as an investment. You don't want a "good deal," you want it done right.

The language you employ--be it in your advertising, on your website, on your voice greetings--reflects your very brand. Make sure it speaks to your audience the right way in every language you take on.

Stealing a gem from my esteemed colleague....

I just received the best set of tips, from Beatriz Bonnet and our friends at Syntes Language Group in Denver, Colorado. I'm including an excerpt here.

When you're marketing to Hispanics, and considering translation:


Identify your audience. The US Hispanic population is extremely diverse and encompasses natives of all the Spanish-speaking countries plus part of the US-born first generation of Hispanics. It includes all races and socio-economic backgrounds as well as many different cultures and sub-cultures. Therefore, translating for a mass market audience requires a different approach than translating for a restricted, more easily identifiable audience.


If a construction company, for instance, hires only workers who are originally from Mexico, it is easy to tailor the translation of a safety manual just for them and write it in “Mexican Spanish.” On the other hand, if a consumer goods company, for example, is trying to reach the widest possible market and is advertising through mass media, then the most neutral Spanish possible is needed to appeal to all the Spanish speakers in the United States and, most important, in order not to offend any one constituency.


In addition, defining the audience in terms of demographics will help to determine the style used in the translation, as well as such factors as whether the formal you (usted) or the informal you (tú) should be used.


Thanks to Beatriz Bonnet for this fantastic introduction for anyone looking to appeal to Spanish speakers in the U.S.!