FAST FOOD RESTAURANT
Current English Language ad: “Our hamburgers are made with fresh meat, never frozen, that’s why they are so juicy.”
Current Spanish Language ad: “Nuestras hamburguesas están hechas con carne fresca, nunca congelada, por eso son tan jugosas.”
TSLC Recommended ad: “Deléitese con nuestras hamburguesas, que son tan jugosas porque están preparadas con carne fresca, NUNCA carne congelada.
English Translation of TSLC Recommendation: “Endulge yourself to our juicy hamburgers, made with fresh meat, NEVER frozen meat.”
Another observation is on the Menu selection of the website. The main menu page opens up with a literal, distant translation. However, what really caught my attention is that when you click on the “Menu”, the description for all of the items is only in English. Why not provide U.S. Hispanics and Spanish speaking countries where “these” franchises are found, with an equally appealing description of a all the tasty menu items?
Rationale: A good consumer insight regarding Hispanics' eating habits is that food should be fresh, to the point of not considering leftovers a household name and absolutely rejecting frozen foods. Although the original selling lines' "reason why" alludes to non-frozen hamburger meat, it doesn't capitalize on it strong enough to provide reassurance. The original ad says "...with fresh meat, never frozen", my recommendation is to say "...with fresh meat, meat that has never been frozen. The difference may be subtle, but it eliminates any room for doubts. Building upon that thought and my recommendation to add an emotional call to action, "Deléitese..." ("Indulge yourself...") makes the message "tastier", closer, warmer and trustworthy. Regarding the Menu section, my expectation was to click on a menu item and get a full Spanish language description of each meal offering, however, such was not the case as the description was only in English. This concerned me because as a Latino I did not feel fully identified with the brand.
CANCER TREATMENT CENTER
Current English Language Ad: "Welcome to the Patient Education Resource Center, where we believe that knowledge is power.”
Current Spanish Language Ad: "Bienvenido al Centro de Recursos Educativos para el paciente donde creemos que saber es poder."
TSLC Recommended Ad: "Le damos una cálida bienvenida al Centro de Recursos Educativos para el Paciente donde sentimos que en la sabiduría esta la fuerza."
English Translation of TSLC Recommendation: "We give you a warm welcome to the Patient Education Resource where we believe that knowledge is power."
Rationale: A medical center provides services to people that are ill and ill people usually feel vulnerable and sad about their condition, especially cancer patients. Therefore, as a basic premise, I believe that communication that is born from this type of institution should be more embracing to people in general. With regards to the Latin culture, it is important to understand family comes first and everything that entails: Caring, nurturing, sharing, giving, affection, etc. Therefore, why not transmit a little bit of "family" into messages directed to Spanish speaking audiences by giving them a "warm welcome" ("cálida bienvenida")?
ENTERTAINMENT INDUSTRY
Current English Language Ad: “This fall, leave your world behind and enter The Kingdom…”
Current Spanish Language Ad: “Este otoño, deje atrás su mundo y entre a The Kingdom…”
TSLC Recommended Ad: “Este otoño olvídese del mundo y entre a “The Kingdom…”
English Translation of TSLC Recommendation: "This fall, forget about the world and enter The Kingdom..."
Rationale: Every culture has expressions and as we know, expressions lose impact when literally translated. For perspective, it is as challenging to adapt an expression to convey its core meaning in another language, as it is to translate a joke. The English expression reflected on the ad “…leave your world behind…”, literally translated to Spanish is, “…deja atrás tu mundo…”, but, doesn’t make sense because it is an English language expression literally translated to Spanish. The correct expression in Spanish is “...olvídese del mundo...” (“...forget about the world...”). Unfortunately, this type of missed connection mistake keeps repeating itself in the entertainment industry.
Current English Language ad: “Our hamburgers are made with fresh meat, never frozen, that’s why they are so juicy.”
Current Spanish Language ad: “Nuestras hamburguesas están hechas con carne fresca, nunca congelada, por eso son tan jugosas.”
TSLC Recommended ad: “Deléitese con nuestras hamburguesas, que son tan jugosas porque están preparadas con carne fresca, NUNCA carne congelada.
English Translation of TSLC Recommendation: “Endulge yourself to our juicy hamburgers, made with fresh meat, NEVER frozen meat.”
Another observation is on the Menu selection of the website. The main menu page opens up with a literal, distant translation. However, what really caught my attention is that when you click on the “Menu”, the description for all of the items is only in English. Why not provide U.S. Hispanics and Spanish speaking countries where “these” franchises are found, with an equally appealing description of a all the tasty menu items?
Rationale: A good consumer insight regarding Hispanics' eating habits is that food should be fresh, to the point of not considering leftovers a household name and absolutely rejecting frozen foods. Although the original selling lines' "reason why" alludes to non-frozen hamburger meat, it doesn't capitalize on it strong enough to provide reassurance. The original ad says "...with fresh meat, never frozen", my recommendation is to say "...with fresh meat, meat that has never been frozen. The difference may be subtle, but it eliminates any room for doubts. Building upon that thought and my recommendation to add an emotional call to action, "Deléitese..." ("Indulge yourself...") makes the message "tastier", closer, warmer and trustworthy. Regarding the Menu section, my expectation was to click on a menu item and get a full Spanish language description of each meal offering, however, such was not the case as the description was only in English. This concerned me because as a Latino I did not feel fully identified with the brand.
CANCER TREATMENT CENTER
Current English Language Ad: "Welcome to the Patient Education Resource Center, where we believe that knowledge is power.”
Current Spanish Language Ad: "Bienvenido al Centro de Recursos Educativos para el paciente donde creemos que saber es poder."
TSLC Recommended Ad: "Le damos una cálida bienvenida al Centro de Recursos Educativos para el Paciente donde sentimos que en la sabiduría esta la fuerza."
English Translation of TSLC Recommendation: "We give you a warm welcome to the Patient Education Resource where we believe that knowledge is power."
Rationale: A medical center provides services to people that are ill and ill people usually feel vulnerable and sad about their condition, especially cancer patients. Therefore, as a basic premise, I believe that communication that is born from this type of institution should be more embracing to people in general. With regards to the Latin culture, it is important to understand family comes first and everything that entails: Caring, nurturing, sharing, giving, affection, etc. Therefore, why not transmit a little bit of "family" into messages directed to Spanish speaking audiences by giving them a "warm welcome" ("cálida bienvenida")?
ENTERTAINMENT INDUSTRY
Current English Language Ad: “This fall, leave your world behind and enter The Kingdom…”
Current Spanish Language Ad: “Este otoño, deje atrás su mundo y entre a The Kingdom…”
TSLC Recommended Ad: “Este otoño olvídese del mundo y entre a “The Kingdom…”
English Translation of TSLC Recommendation: "This fall, forget about the world and enter The Kingdom..."
Rationale: Every culture has expressions and as we know, expressions lose impact when literally translated. For perspective, it is as challenging to adapt an expression to convey its core meaning in another language, as it is to translate a joke. The English expression reflected on the ad “…leave your world behind…”, literally translated to Spanish is, “…deja atrás tu mundo…”, but, doesn’t make sense because it is an English language expression literally translated to Spanish. The correct expression in Spanish is “...olvídese del mundo...” (“...forget about the world...”). Unfortunately, this type of missed connection mistake keeps repeating itself in the entertainment industry.
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