Dear Clients
and Friends,
Thank You all for your feedback, your notes and referrals. On this issue, “How Do You Say...” feature article focuses on how GPI can adapt your message to the different assimilated or acculturated Hispanic groups. We bring you the profile of Carlos, a key professional serving your needs. And share with you some happy news. GPI was presented an International Business Award by the World Trade Center-Fort Lauderdale, for the role we play in the global marketplace. I warmly thank NAWBO for the nomination, the World Trade Center, and the translators, editors and clients like you, who have made this possible. In 1999, we have experienced growth, welcomed new clients and satisfied new needs. We have upgraded our existing equipment, and added new technical capabilities; which will improve our speed and accuracy to help us keep language consistency and continue meeting your deadlines. We are ready to welcome the New Millennium! Our next issue, to be published in September, will focus on How to Estimate Costs for a Multilingual Presence in the Internet.
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“Aren’t Hispanics ($300 billion purchasing power & the fastest growing ethnic population in the US) gradually assimilating into the mainstream of US culture/General Market?”
In contrast to other U.S. immigrants, Hispanics have maintained their original culture to a large extent. The majority of US Hispanics (75%) were born outside the U.S., their first language is Spanish and, they can customize their private cultural experience. Many continue to speak Spanish and are closely tied to their cultural roots; however, many learn the language and culture of the majority society, and thus become bicultural and bilingual to varying degrees. While there are multiple degrees of acculturation and assimilation, we must understand that acculturation is considered to be the process of learning a second culture. While assimilation is related to the abandonment of ones first culture in favor of a second one. Some immigrants gradually lose their original culture in favor of the second one, thus assimilating. Many others learn the second culture, but prefer to preserve their original culture as well.
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Many Hispanics have decided to acculturate by adding a second culture to their lives. Those who acculturate but do not assimilate keep their original culture for enjoyment around friends and family, and for personal satisfaction. They, in varying degrees, learn the US mainstream culture but do not abandon their original one1.
What does this mean to YOU?
When translating/adapting/ ”transcreating” your message into Spanish, to many of you it is as simple as deciding to convert measurements to kilograms or not, or converting distance information to kilometers for X market living in Y region of the globe. To others, it would change the advertising concept and focus on a strong appeal to home or on targeting the “American Dream” and the “Yes, you can” attitude, among other decisions. These key concepts do not have to be random. GPI customizes your message or refers you to other professionals who can help you design a specialized strategic approach to meet your goals. Understanding how assimilated or acculturated is your target market can mean success or failure for your campaign. 1. F. Korzenny, Ph.D., R. Abravanel, Ph.D. Acculturation: Conceptualization & Measurement: www.hamcr.com/articles.html
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