Knowing how to speak the language so that everyone understands you well is sometimes a challenge. And when it comes to slang, the Hispanic segments seem to speak different languages altogether. It is important to be aware of these language issues when creating advertising campaigns that target the US Hispanic market. Translating From English The Hispanic marketing world is full of anecdotes from failed translation. The moral is - you cannot just translate the ad copy.
Some problems again derive from differences in the language.
A person trained in Castillian Spanish may have a perfect translation that becomes offensive to Mexican Americans. Yet, most people are not aware of the differences. Not knowing the differences in marketing to Hispanics can be disastrous. This is especially true if you assume some of the common misconceptions. Years ago, while working for the government of Spain, I was part of a large quantitative study on the image of Spain.