Want to create a marketing message for your Latin American audience?

When companies outside Latin America want to offer their products/services to markets in one of those countries, they need to make sure their message is understandable by those audiences; they need to make sure they use the correct Spanish dialect.

Each country uses its own “version” of Spanish that can differ in pronunciation, vocabulary and expressions.   For instance, the use of the second-person singular subject pronoun used in Argentina, Uruguay and some other regions is “vos”, while in the rest of Latin America is “tu”.

If a company creates a message and it is translated for an Argentinian audience, it is not a good idea to use the same translation to target a Peruvian audience.  People would notice it wasn’t written for them.


Coca-Cola - Copy


cocacola_27-big - Copy

Take as an example the advertising Coca Cola created for Spain and Argentina.  Even though it is the same message, one word makes the difference for the audiences of these 2 countries.

Moreover, companies should not forget about the cultural nuances among countries.  When creating marketing materials language is especially important.

A solution that might work for all audiences would be using “standard” Spanish, where the accent, pronunciation, and vocabulary used is appropriate and understandable for most speakers.  It avoids idioms and words that might have different meanings in any of the countries.

The used of standard Spanish is also easier in comparison to translate a message into different versions of Spanish for each country.

When wondering which Spanish dialect to use, companies need to consider not only the target market, city and country they want to address but also the budget involved.

If you have the money, though, translating the message for each target market is a safe bet.


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