Many times, as marketers we are tasked with three language choices when creating content for Latino audiences. Those choices are generally Spanish, English or Bilingual content.
While these three can further be broken down into regional language differences including country of origin and state or city of residence, there is still another option to consider.
What about the question or a native Spanish speaker versus a heritage Spanish speaker?
While the two terms are used interchangeably, they are not the same thing.
Native Spanish Speaker
A native Spanish speaker is an individual who has grown up in a Spanish-speaking country, where the language is not just a means of communication but an integral part of their daily life. These individuals have been immersed in the Spanish language from a young age, surrounded by its nuances in various contexts, be it at home, school, or within their community. The linguistic journey of a native Spanish speaker includes not only informal language acquisition within their familial and social circles but also formal education in the language.
These individuals not only speak Spanish fluently but have a deeper understanding of its cultural nuances, idioms, and regional variations. This insight allows marketers to tailor their content to specific cultural preferences, creating a more resonant connection with the target audience.
Heritage Spanish Speaker
In contrast, a heritage Spanish speaker has a different language acquisition trajectory. While they may have grown up in an environment where Spanish is spoken, their exposure to the language is primarily through family and friends. Unlike native speakers, heritage speakers might not have received formal education in Spanish, leading to potential gaps in their linguistic proficiency.
Heritage Spanish speakers often have a conversational grasp of the language, but their understanding of formal grammar, complex vocabulary, and regional nuances may be limited. For marketers, this presents an opportunity to bridge these gaps by creating content that is accessible, engaging, and considers the varying degrees of language proficiency among the target audience.
Example: Throwing the House Out of The Window
Consider the expression “tirar la casa por la ventana,” a common Spanish idiom that translates to “throwing the house out of the window.”
While a native Spanish speaker might instantly comprehend the idiom’s meaning—splurging or going all out on a celebration—a heritage Spanish speaker might interpret it more literally. Without the formal education that exposes them to idiomatic expressions, a heritage Spanish speaker could perceive the phrase as a puzzling image rather than understanding its intended metaphorical sense.
Implications for Hispanic Marketing:
This subtle difference underscores the importance of cultural and linguistic nuances in effective communication. Marketers targeting both native and heritage Spanish speakers must navigate such intricacies, ensuring that their content not only speaks the language but also considers the diverse ways in which these audiences interpret and engage with expressions embedded in their linguistic and cultural heritage.
In the realm of Hispanic marketing, recognizing the distinction between native and heritage Spanish speakers is pivotal. Tailoring content to align with the language proficiency and cultural experiences of the target demographic enhances the effectiveness of marketing campaigns.
Tailoring Campaigns
For native Spanish speakers, marketing efforts can leverage the richness of the language, incorporating colloquial expressions and cultural references that resonate with their lived experiences.
On the other hand, content aimed at heritage Spanish speakers may benefit from a more inclusive approach, providing additional context and simplifying language without compromising authenticity.
Moreover, marketers should be attuned to the diverse regional variations within the Hispanic community. A one-size-fits-all approach may not capture the intricacies of language use and cultural preferences across different Spanish-speaking countries or even within specific states and cities.
Check out our article on 5 Best Practices for Marketing to Hispanic Consumers in 2023 where we delve into the many words used for “straw” in Spanish for a quick example.
Finding Solutions in Synonyms and IDioms
A great exercise when encountering this issue is to list similar terms that mean the same thing and drilling down to the one that is easiest to understand for both native and heritage Spanish speakers.
Taking our example of “Splurging or Going All Out” we can look at 10 other idioms in Spanish that have the same meaning.
- “Darlo todo” – Translates to “give it all.” This idiom is used to convey the idea of putting in maximum effort or dedication.
- “Dejar la piel en el intento” – Literally means “to leave the skin in the attempt.” It signifies giving one’s best, even if it requires great sacrifice.
- “Poner toda la carne en el asador” – This idiom translates to “put all the meat on the grill” and is used to express the notion of investing all available resources or efforts into a particular endeavor.
- “Ir a por todas” – Means “go for it all” and conveys the idea of pursuing a goal with determination and without holding back.
- “Jugar todas las cartas” – Translates to “play all the cards” and implies using all available strategies or resources to achieve a desired outcome.
- “Quemar las naves” – Literally means “burn the ships.” This idiom suggests committing fully to a course of action without a possibility of retreat.
- “Poner los puntos sobre las íes” – Translates to “dotting the i’s.” It signifies being meticulous and precise, leaving no detail unattended.
- “Apostar por todo o nada” – Means “betting on all or nothing” and indicates a high-stakes approach where success is the only acceptable outcome.
- “Jugar con todas las cartas sobre la mesa” – Translates to “playing with all the cards on the table” and implies transparency and openness in communication or decision-making.
- “Dejar el alma” – Literally means “to leave the soul” and is used to express putting one’s heart and soul into a task or endeavor.
Combining Imagery and Language
To bridge the gap in understanding the idiom “tirar la casa por la ventana” between native and heritage Spanish speakers, marketers can employ a multifaceted approach.
First, I would use an alternate term like “darle todo” which is shorter, easier to remember and a more punchy way of saying the same thing.
Then I would craft content that combines vivid imagery with explanatory context including the term “darle todo” gets the point across to both native AND heritage Spanish speakers.
For instance, a marketing campaign centered around a festive event might visually depict a celebratory scene where doors and windows are figuratively flung open, accompanied by text that explains the concept of going all out in a joyous occasion.
Likewise, we can convey the essence of “darle todo” in a campaign using video where a spokesperson can play a crucial role in conveying the commitment, passion, and dedication associated with this concept.
We can begin with a scene of energetic music playing and a montage of high-intensity moments, while a spokesperson can talk about times in life that define us and how “darle todo” is a way of life. Think Nike style commercials like this one.
By incorporating both visual cues and explanatory elements, marketers create a more inclusive and accessible narrative that resonates with a broader spectrum of the Hispanic audience, fostering a shared understanding of idiomatic expressions while celebrating the diversity within the Spanish-speaking community.
The choice between targeting native or heritage Spanish speakers in Hispanic marketing strategies requires a nuanced understanding of language acquisition, cultural context, and regional variations. By embracing these distinctions, marketers can create content that not only speaks the language but also resonates authentically with the intended audience, fostering stronger connections and driving successful marketing outcomes.
