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Are You Getting Your Share of the U.S. Hispanic Markets?
Hispanics are 13% of the U.S. population and savvy businesses understand the implications of that growing number. The 12.5 million Hispanic Internet users in the U.S. spent an estimated $4.2 billion online last year, and they are one of the fastest growing net demographics. That number is greater than the entire online population in Spain or Mexico and it is growing by 15-20% annually.
These statistics tell a story begging to be told, but so does an informal look at the world we live in. Not only does the U.S. Hispanic population merit attention of its own accord, but just look at the dynamic influence this market segment exudes cross-culturally. Salsa is the #1 condiment in the U.S. and so many things Latino are “hip.”
McElroy Translation provides translation and localization so that communications can have full impact when our clients opt for a native language message. The decision about when and if to translate is just a small part of the big picture that will be introduced in a soon-to-be published book, The Hispanic Marketing & PR Guide.
It is truly exciting to see attention drawn to Hispanic marketing, and McElroy looks forward to this publication. The need has never been greater to recognize the vibrance and the economic authenticity of the Hispanic population of our country. Our endorsement of this timely text is noted in the press release from Hispanic Marketing & Communication Association below.
The Hispanic Marketing & PR Guide, a soon-to-be published book for marketing professionals and students, can help. It features a collection of chapters by Latino market experts including:
- Deborah Charnes Vallejo, Managing Director, Bromley/Manning Selvage & Lee
- Miguel Gomez Winebrenner, Senior Analyst & Marketing Manager, C&R Research/LatinoEyes
- Richard Israel, Vice President, Hispanic Marketing Solutions comScore Media Metrix
- Tony Malaghan, Director, Strategic Marketing, Arial International, LLC
- Roger Selbert, Ph.D., Principal, The Growth Strategies Group
This project has been endorsed by:
- National Multicultural Professional Interest Section, Public Relations Society of America
- Hispanic Marketing & Communication Association
- Hispanic PR Wire
- Walters Media Group Inc./Carmen’s Cupones y Consejos
- Portada
- McElroy Translation
Proceeds benefit the Hispanic Marketing & Communication Association, HMCA, a Florida-based
nonprofit professional association dedicated to Hispanic marketing excellence.
Sign up to receive information on updates and special prepublication offers. There is no
cost to sign up. You will be among the first to receive information on promotions and the release date
of The Hispanic Marketing & PR Guide. To sign up, email your request to promotion@poyeen.com. Write The
Hispanic Marketing & PR Guide in the subject line.Sign up today!
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FT WEEKEND MAGAZINE - LANGUAGE BARRIER: Everybody’s
talking at me
Continued from previous column
Simultaneous interpreting was pioneered at Nuremberg. It was an
astounding innovation, halving the time the war-crimes tribunal would
previously have taken. Before then, interpreters waited until speakers
had finished before translating. “Simultaneous interpreting is a highly
complex cognitive activity that requires the interpreter to simultaneously
listen, analyse, comprehend, translate, edit and reproduce a speaker’s
utterance in real time,” wrote Barbara Moser Mercer in the academic
journal Interpreting. To get some idea how difficult it is, try watching
TV and simply repeating what you hear—without even attempting to
translate. “During a regular 30-minute turn,” continued Moser Mercer,
“working from an original speaker whose speaking speed is between 100
and 130 words per minute, an interpreter processes and delivers final
copy of an average of 3,000 to 3,900 words.” That is not much less than
this article—and some speakers are much faster.
Interpreting is not mere rote-work. “When you go on mic, you have to
assume as much as possible the persona of the person speaking,” says
the English interpreter Kenneth Cleary. “If you are translating M. Le
Pen, you have to translate his views”—even if you dislike them. A
British interpreter was translating Silvio Berlusconi last year when the
Italian president compared a German MEP to a concentration-camp
guard. “She said she could not believe her ears, but the adrenalin was
flowing. She just had to say something. The interpreter must, in a
nanosecond, use what could be called nous: ‘Is this man really saying
this? Am I going to ruin my career and cause a political incident?’ Can
you imagine that stress?”
Olive Rayner, a senior English interpreter who is sitting beside me in the
booth, learnt French, German and Latin at grammar school. After further
study at Cambridge she applied to the European Commission in 1976.
Officially her languages are English, French, Italian, Portuguese and
German. She hopes soon to add Spanish. Every so often, in the course of
her work, she jots words and phrases in the back of her diary. These
have included: “Die Kuh vom Eis bringen” (German for “to get out of a
tight spot”), and “fuite en avant” (French for “slippery slope”). She takes
me for lunch with a colleague, Alan Rodger, at a nearby restaurant that
claims to be Italian—but where the mostly Belgian staff pronounce
tagliatelle without the final “e.” Over that dish and others, Rayner and
Rodger patiently explain the sheer complexity of the interpreting system
in Brussels.
As the EU has 11 official languages, there are 110 different translation
combinations (such as English to Danish, Greek to Spanish or German
to Finnish). Between them, the three or four people in each translation
booth must be familiar with 10 languages other than their own. But with
the accession of 10 new countries language combinations will rise to
420. Individuals such as the Portuguese interpreter, originally from
Brazil but with an Italian passport, who also speaks Polish—or the
British interpreter who speaks French and German as well as Czech,
Slovak, Polish and Finnish—are exceptional. In the run-up to Europe’s
latest expansion, it was suggested that only a few languages be retained
as official—English, French and German. But that solution was never
going to be acceptable, as no political leader could tell voters that their
language was second-class.
Ideally, interpreters translate only into their mother tongue. But this
ideal became impracticable on the accession of Finland, because hardly
anybody outside Finland speaks Finnish. A new system was born: Finns
interpret out of their mother tongue into a second language (usually
English) which is in turn relayed by, say, Portuguese or Greeks. If this
works satisfactorily it’s because the Finnish interpreters are a talented
bunch, but it necessarily introduced an element of—so to speak—Chinese whispers into proceedings. This can only get worse with the
forthcoming expansion, when new interpreters from the incoming
countries will routinely be expected to work in the same way.
Perhaps conscious of this, some MEPs believe they will attract more
attention if they speak English. This is not necessarily true. “Suppose
you have a Greek member who thinks he will be better off speaking
English,” says Rodger, stirring his caffe. “A certain number of people in
the room will listen to him directly. They may not be convinced because
he may not speak well. Others will listen to interpreters making the best
of what he is saying—badly—in English. And that will be worse.”
Back in the translation booth, a screen shows a plus sign when
interpreters are working directly from the source language. A minus sign
indicates that they are interpreting on relay. As if to demonstrate, a
Danish schoolgirl addresses a question to Glenys Kinnock while we are
watching. Because none of the interpreters in the English booth speak
Danish, they listen to another interpreter and relay that translation into
English. The result reaches my headset slowly and in a markedly less
confident manner than the preceding, direct translation.
It could be worse. Another sign on the screen, a double minus, indicates
that the interpreters are on “double relay” (from the source language into
another, then another, and finally into the target language). In this
situation, speakers using Europe’s more obscure official languages will
sometimes—perhaps frequently—come across worse than their
mainstream counterparts, sounding less eloquent and less persuasive.
Over time this will surely affect negotiations to their detriment.
If the French regret the declining use of their noble tongue, Europe’s
smaller nations must almost inevitably feel that their own languages
have second-class status. A measure of this is the willingness, or
otherwise, of foreign governments to teach citizens the language in
question. During the cold war, the British government compelled some
of the country’s brightest young talents to study one particular foreign
language for the sake of the nation. The writers Alan Bennett, Dennis
Potter and Michael Frayn, the former Bank of England governor Sir
Edward George, and numerous actors, diplomats, academics and clerics
were, as part of their National Service, intensively trained in Russian. It
seems unlikely that anyone is similarly planning, at least for the
forseeable future, to create a cadre of interpreters fluent in Maltese.
John-Paul Flintoff is contributing editor of the FT Magazine
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