DIALECTS
There are 11 main dialects of Spanish: Neutral
Spanish, Neutral Mexican Spanish, Cuban Spanish, Puerto Rican Spanish,
Argentine Spanish, Castilian Spanish (Spain), Monterey-Brownsville
Spanish, Chilean Spanish, Colombian Spanish, Venezuelan Spanish,
Peruvian Spanish.
The fact that there are so many dialects has the following impact
upon localization:
- Words that are inoffensive in one dialect may offend in another,
and
- Use of dialect may increase sales in a particular market.
NEUTRAL
OR "GENERIC" SPANISH
There is (almost) a "neutral" Spanish. "Neutral"
means that:
- The words are understood by all dialects
- The words do not offend other dialects
UNDERSTOOD BY ALL
It is possible to become quite "neutral" during translation.
A few great translators have worked in or with so many countries
that they acquire an understanding of vocabulary differences. Or,
most reliably, a translation can be created by a specialist in "neutral"
and then undergo Dialect Review to identify expressions or word
usage which do not apply to other dialects. Removal of dialect expressions
produces that which is commonly know as a "neutral translation."
If the material being translated is for general information, rather
than advertising, and will cross several dialect frontiers, then
"Neutral Spanish" is probably exactly what is needed.
But there are limitations to "neutral-ness". In South
America, most of Mexico and other countries, a "checking account"
is called "cuenta corriente". However, in many parts of
the U.S., some parts of Mexico, and one or two other areas, "checking
account" is "cuenta de cheques". The "cheques-users"
often do not even recognize the meaning of the expression "cuenta
corriente". Thus, although "cuenta corriente" is
beyond any doubt the correct financial term, use of this expression
alienates a segment of the population through confusion. Confusion
- or vocabulary intimidation - will often affect sales.
WESTERN
HEMISPHERE V. SPAIN
When the term "neutral" is used, this refers to Spanish
for North, Central and South America. Spain, on the other hand,
has a very distinct writing style, enormously different vocabulary,
and a patriotism that is so strong as to affect sales if not approached
with text in the proper dialect. The Western Hemisphere, on the
other hand, is a bit more accepting and relaxed about dialect differences,
as long as there are only very few expressions outside their own
dialect. The more expressions outside the reader’s dialect,
the more the text appears to have been written for someone else.
REGIONAL
PERSONALITY
Mexico and Central America and certain regions of the U.S.A. share
a use of terminology, certain verb conjugations, and a general "feel"
in their writing. Columbia, Peru, Chile and other South American
countries also share their "feel" and vocabulary, at least
for business language. Argentina, on the other hand, has its own
very strong preferences which differentiate their country from the
rest of South America, lean more toward Europe and in some cases
are entirely unrelated to all other dialects.
ADAPTATION
FOR LOWER READING LEVEL
There is another element worth considering with the Spanish language,
and that is "Adaptation for Lower Reading Level". Spanish
speakers who were raised in the United States (and therefore educated
in English), or who come from Spanish speaking countries but do
not have higher education, have difficulty understanding or identifying
with educated Spanish. If a document is ORIGINALLY TRANSLATED into
low-level Spanish, then educated Spanish speakers are offended.
Therefore, to achieve the dual role of "classy" Spanish,
that is equally easy to understand, text is first translated using
a high quality translation team, lead by a Certified Public Translator.
Then, that translation is reviewed by a professional Adaptor who
is responsible for adapting Spanish materials to a lower reading
level for many cities and school districts. In this manner, a beautifully
- but simply - written document is the result. "Adapted text"
is attractive to educated Spanish speakers, but is less confusing
to lower educational level.
RELATIVE
IMPORTANCE OF DIALECT
Impact of dialect on Spanish speakers involves two basic decisions:
- Target audience
- Return on investment
Neutral Spanish is the recommended way to go if 30% or more of the
buying audience will be of a different dialect than the majority.
Note that "buying audience" may not be the same as "readers"
or "visitors". And purposeful use of dialect can be extremely
attractive. Spanish regions are often patriotic. Thus, an obviously
Mexican text can have strong sales appeal to a Mexican audience.
Equally, however, an obviously Mexican text often bothers a Miami,
Puerto Rican or South American audience.
If
"sales" is the goal, @I.S. does not recommend a leap into
multiple-dialect translations, nor consider multiple dialect translation
as the "secret to sales" in the Spanish-speaking world.
Other factors will vary with local cultures, as well, such as the
graphic art style. Spanish graphics tend to be a bit brighter or
more romantic, look less like a "business suit" (but not
exaggeratedly colorful). In some cases, the actual content might
benefit from some re-writing for the audience.
Companies
beginning to work with Spanish-speakers often are not sure which
countries or regions will show most interest in their subject. For
the company beginning in the Latin Market, use of "Neutral
Spanish" is highly recommended until the potentially successful
market can be identified. Once identified, the text can be adapted
to attract that specific target (or targets).
