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Lee Vann From Captura Group: Spanish Terminology Is Crucial For An Impactful U.S. Hispanic Message
Manuela Walfenzao| 18 de septiembre de 2017
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Lee Vann, Founder and CEO at Captura Group wrote an article at MediaPost about what should marketers do to ensure that their brands get it right when it comes to targeting the Hispanic community during the Hispanic Heritage Month. For Vann, a major key is Spanish terminology. “Spanish terminology is crucial for an impactful U.S. Hispanic message” he said, and he explained what to watch out for or possibly avoid, and what to confidently take on.For Vann, Spanish is a big deal, and the Spanish language online opportunity exists for all brands to their advantage. “But the size of this opportunity will depend on how well they connect with the audience and not alienate them entirely. How can a brand team connect with a U.S. Hispanic audience? There are so many Hispanic countries represented on the map, how do you know who you’re speaking to?.”Vann said that when creating an impactful message, you have to make sure you’re using terms your target audience understands or that encompass all Spanish-speaking countries, so you must look out for two issues. First, words with multiple meanings, because the Spanish language is complex in that the exact same word can have an entirely different meaning; formality, for example, tú vs usted, both words mean “you” but the former is an informal voice, while the latter is formal. And second, be careful with unintentional bad words, there are several words in the Spanish language that in some countries are colloquial, while in other Southern American countries they’re considered downright offensive.To hit the mark, brands must be sure they’re using the right term, said Vann. He recommends to: use online dictionaries, go the extra step and search for the word, term, or phrase online; diversify talent, hire an experienced and diverse creative team made up of different backgrounds and include them in your brainstorming sessions; and, target the right audience, just make the best selection depending on your target audience.
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