Digital Marketing Is Essential in Building Brands With Hispanic Consumers

Posted On January 6, 2011By TranspanishIn Latinos, Spanish Translation/  No Comments

A new digital marketing study conducted by comScore and commissioned by Terra reveals that Hispanics are the ideal online consumers. The stunning results of the Terra comScore Ad Value Research Study show a full spectrum of engagement by Hispanics across multiple digital platforms including new data about how marketing initiatives positively influence brand perception. It also shows how Hispanics are in most instances more active in a wide variety of online activities and more receptive to new technology than non-Hispanics. The research also re-affirms that the Internet is the main media source of information for Hispanics when researching information about any service or product and goes even further by including an analysis of online engagement by category known as cognographics.

Fernando Rodriguez, CEO of Terra, said: “This study breaks ground on several fronts with new information on the impact Internet advertising has in building a brand in the Hispanic market. We are excited to share the in-depth results with our clients in order to provide insight as to how better reach the Hispanic consumer online,” added Rodriguez.

A key finding which represents a great opportunity for marketers is that if spoken to and reached with culturally relevant messaging in English and Spanish, Hispanics will react positively to brands online more so than non-Hispanics. While non-Hispanics may tend to look at interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them.

For example, Hispanics are more responsive to targeted ads with 37% saying they would likely respond to them vs. 30% for non-Hispanics. 35% of Hispanics vs. 27% of non-Hispanics said they are more open to advertising on sites where they read or contribute user generated comments. 37% of Hispanics vs. 25% of non-Hispanics enjoy the interactivity of online video ads, and the ability of obtaining additional information which is unavailable through a traditional TV ad. Furthermore, 36% of Hispanics vs. 24% non-Hispanics claim that Internet advertising has motivated them to visit a retail establishment while 35% of Hispanics vs. 25% of non-Hispanics are likely to attend movies based on their online campaigns.

The study also shows Hispanics are more open and willing to explore new technology presumably to stay up to speed with trends. In addition, these initiatives are likely to enhance their perception of the brand with 60% of Hispanics vs. 42% of non-Hispanics saying that they react positively to I-Pad demonstrations, virtual shoppers, mobile coupons, live streamings and others.

Hispanics are as engaged in social media as non-Hispanics; however they are more receptive to receiving updates for offline activities through mobile text alerts, Twitter feeds and Facebook. These include shopping for large retail items, and looking for entertainment information such as movies, concerts, events and places to eat. They are also more likely to visit a brand’s fan page and to follow Twitter updates from artists. Hispanics also show a higher rate of participation than non-Hispanics in numerous social media activities.

Use of Social NetworksHispanic
(A)		Non-Hispanic
(B)
Viewed a live stream24%18%
Posted ratings and reviews26%16%
Searched for a job22%12%
Purchased a product due to a recommendation18%12%
Sought out customer support for a product/service17%7%
Sold a product through a social networking posting11%6%
Found a new job12%4%

With 30 million Hispanics online, or 60% of the population, and a continued trend showing more use of the most advanced features such as video and social media, the study shows that the digital divide is now becoming a thing of the past as Hispanics are at the forefront of embracing Internet and Technology.

Methodology
A total of 2,300 surveys were completed between September 13 through October 18, 2010. The nationally representative sample was recruited from comScore’s online panel. All participants reside in the USA and are aged 13+ years. The data were weighted to national online targets for age, gender, household income, region of residence, and language preference (Hispanic only). The margin of error (95% confidence level) for a sample of this size is +/- 2.04 percentage points.

Source: Terra

Read our article 2010 U.S. Census Data Reveals Continued Growth of Hispanic Population

Reach out to the Hispanic Community with a Spanish Translation.

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Should American Students Learn Spanish or Chinese?

Posted On January 4, 2011By TranspanishIn Languages, Spanish Language/  1 Comment

With China on track to secure a position as a leading economic force in the 21st century, schools across the United States are beginning to offer Mandarin Chinese to prepare American students to deal with the Asian powerhouse. While there’s little doubt that fluency in Chinese will provide a competitive edge in the future, New York Times columnist Nicholas Kristof argues that, first and foremost, American children should be studying Spanish.

He notes that the “everyday presence” of the Spanish language in the U.S. as well as the country’s increasing economic integration with Latin America makes learning Spanish an imperative. Those with Spanish skills will be able to capitalize on business opportunities in the region, which will continue to see growth in the coming years as economies in places such as Southern Europe stagnate under the weight of the enduring financial crisis. In addition, Spanish is far easier for children to learn than Chinese, and students can attain a level of proficiency in Spanish by the time they graduate from high school that would be impossible with the more complicated Mandarin.

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How old is language?

Posted On December 30, 2010By TranspanishIn Did you know?/  No Comments

Although this question is still being debated, most linguists assume that the full language capacity had evolved by 100,000 BC. This is when modern humans (homo sapiens sapiens) evolved in Africa with a modern skull shape (indicating modern brain function) and a modern vocal tract which would allow these people to articulate all the sounds found in modern languages. Some anthropologists speculate that language or parts of the language ability may have developed earlier, but there is no firm consensus yet

Oldest written and spoken form
If you’re counting absolute oldest, probably Sumerian or Egyptian wins because they developed a writing system first (both start appearing in about 3200 BC). If you’re counting surviving languages, Chinese is often cited (first written in 1500 BC), but Greek is a possible tie because it was written in Linear B beginning ca. 1500 BC.*

Writing is not equal to speaking.

In 3200 BC, there were many, many languages spoken besides Sumerian and Egyptian, but they weren’t fortunate enough to have a writing system. These languages are just as old. To take one interesting case, the Albanian language (spoken north of Greece) was not written down until about the 15th century AD, yet Ptolemy mentions the people in the first century BC. The linguistic and archaeological evidence suggests that Albanians were a distinct people for even longer than that. So Albanian has probably existed for several millennia, but has only been written down for 500 years. With a twist of fate, Albanian might be considered very “old” and Greek pretty “new”.

Source: Linguistlist.org

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The Spanish Language in Brazil

Posted On December 27, 2010By TranspanishIn Brazilian Market, Languages, Latinos, Spanish Language, Tips for Translators, Translation Buyers/  No Comments

The popularity of Spanish as a foreign language continues to grow in Brazil, the only Portuguese-speaking nation on a continent dominated by Spanish. Brazil shares a border with seven Spanish-speaking countries, and it conducts a substantial amount of trade with countries where Spanish is spoken (1/4 of exports and 1/5 of imports).

A significant number of non-Brazilian Spanish speakers, estimated at about 1 million people, call the nation home, mostly as the result of immigration from surrounding countries. Sephardic Jews – who speak both Ladino and Spanish – settled in Brazil and now compose a small portion of the country’s Spanish-speaking peoples.

With an eye toward more fully integrating Brazil with its Spanish-speaking neighbors and partners in the South American trade bloc Mercosur, the Brazilian Congress passed an education bill in 2005 requiring all secondary schools to offer Spanish as a second language. This legislation spurred an increase in resources dedicated to Spanish, and the number of Brazilian students studying español has increased from one million to five million in a period of just five years. A recent agreement between Spain’s Cervantes Institute, an organization devoted to promoting the Spanish language worldwide, and the Brazilian Ministry of Education provides for the training of 26,000 Spanish teachers to manage the increased demand sparked by the 2005 bill.

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Spanish in the World

Posted On December 21, 2010By TranspanishIn Languages, Spanish Language, Tips for Translators, Translation Buyers/  No Comments

With approximately 400 million native speakers worldwide, Spanish is currently the second most widely spoken language, just behind Mandarin Chinese and ahead of English and Hindi/Urdu. Spanish is also the second most commonly used language on the Internet, trailing English. Most linguistic studies indicate that English, Spanish and Chinese will dominate as the languages of international communication and commerce in the 21st century.

The image of the Spanish language seems to have undergone a makeover in the last few years, resulting in its growth as a language of international communication. Many now view Spanish as a practical, useful language thanks to its demographic power. The use of the language in over 20 countries as well as its foothold in key places such as the United States provides incentive for people to learn Spanish as an investment in their professional futures, especially in the case of young people.

The Spanish language continues to grow at an astounding rate in the United States. Each year more than 1.5 million new speakers join the ranks. Brazil has also seen tremendous growth in the number of students choosing to study Spanish. The governments of countries such as Brazil, the Philippines, France and Italy have invested in high-quality Spanish language education for their citizens, recognizing the growing impact and importance of the language.

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The Future of Spanish in the United States

Posted On December 12, 2010By TranspanishIn Languages, Spanish Language, Tips for Translators, Translation Buyers/  4 Comments

Many scholars and researchers agree that the Spanish language’s future in the United States looks promising, though it seems highly unlikely that Spanish will unseat English as the nation’s dominant language. There are those, however, who argue that Spanish faces the possibility of diminishing influence in the United States over time, the result of a language shift seen previously in other immigrant groups.

A study commissioned by Hispanic USA, a market resource firm targeted at Latinos, estimates that by the year 2025, the tally of Spanish-speaking Latinos in the U.S. will climb to some 40 million. The study challenges the notion that the use of Spanish will decline as future generations of Latinos are born and raised in this country in the coming years. The authors of the Hispanic USA study claim that, unlike other immigrant groups, those born in the U.S. to Latino parents will continue to speak Spanish in exceptionally large numbers.

In separate but related analysis, Linguist Steve Schaufele notes: “Given the current health of the U.S. Hispanic community and the level of its emotional investment in its distinctive culture, I would say that American Spanish as one of the principal vehicles of that culture has an excellent chance of surviving indefinitely.”

In addition, the pool of new Spanish-speaking immigrants favors the continued importance of the language in the United States. Over half of the legal immigrants who arrive annually hail from Spanish-speaking countries, and the percentage is even higher for undocumented immigrants.

With the emergence of the Internet as a tool for international communication, the increasing growth and importance of the global economy, and the sheer number of Spanish speakers worldwide, there are more chances to use the language in the United States and greater economic incentives to retain and promote the use of Spanish.

However, some are not as optimistic about the future of the Spanish language in the U.S. They point to conflicting studies that reveal a failure on the part of second- and third-generation Hispanics to preserve the language, a trend which is gradually diminishing the pool of Spanish speakers. Additionally, recent studies by sociologists indicate a rapid shift to English among the children of immigrants.

Only time will tell the fate of the Spanish language in the United States, but it appears that, by most accounts, Spanish is here to stay.

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Endangered Languages Open Database Launched Online

Posted On December 9, 2010By TranspanishIn Did you know?, Languages/  No Comments

An open database of endangered languages has been launched by researchers in the hope of creating a free, online portal that will give people access to the world’s disappearing spoken traditions.

The website has been developed by researchers at the World Oral Literature Project, based at the University of Cambridge, and is now available at its website, http://www.oralliterature.org/.

It includes records for 3,524 world languages, from those deemed “vulnerable”, to those that, like Latin, remain well understood but are effectively moribund or extinct.

Researchers hope that the pilot database will enable them to “crowd-source” information from all over the world about both the languages themselves and the stories, songs, myths, folklore and other traditions that they convey.

Users can search by the number of speakers, level of endangerment, region or country. In the United Kingdom, the site lists 21 disappearing languages, ranging from the relatively well known, like Scots and Welsh, to obscure forms such as Old Kentish Sign Language.

Where possible, the research team has also included links to online resources and recordings so that users can find out more. Their hope is that by making an early version of the database open to all, more people will come forward with information and references to recordings that they have missed.

Dr Mark Turin, Director of the World Oral Literature Project, said: “We want this database to be a dynamic and open resource, taking advantage of online technology to create a collaborative record that people will want to contribute to.”

At present, the world has more than 6,500 living languages, of which up to half will cease to exist as spoken vernaculars by the end of the century. In most cases, their disappearance is a by-product of globalisation, or rapid social and economic change. The World Oral Literature Project aims to document and make accessible these spoken traditions before they are lost without record.

Three existing datasets are raising awareness about the number of languages under threat: the online Ethnologue, the UNESCO Atlas of the World’s Languages in Danger and innovative work by conservation biologist Professor William Sutherland in the Department of Zoology at the University of Cambridge. Each, however, evaluates the risk and the problem differently, with varying results.

“While some severely endangered languages have been well documented, others, which may appear to be less at risk, have few, if any, records,” Dr Turin said. “Here in Cambridge we are interested not only in language endangerment levels but also in what might be called a ‘documentation index’. To this end, we are locating references to and recordings of oral literatures in collections around the world.”

“At the moment if you’re a researcher, a member of an endangered speech community or just an interested member of the public, there is no way to pull all these useful but disparate resources together in one place. We wanted to create a resource that does just that, and also build something that can be developed and expanded further to encourage other people to submit additional information. At present, the database allows us to pose comparative research questions about which languages are closest to extinction and where the records are.”

Of the 3,524 languages listed, about 150 are in an extremely critical condition. In many of these cases, the number of known living speakers has fallen to single figures, or even just one.

Examples include the Southern Pomo language, spoken by Native Americans in parts of California; Gamilaraay, the language of the Kamilaroi of New South Wales; and the language of the Sami communities based in northwestern Russia.

The entries specific to the United Kingdom include Manx, Cornish and Old Kentish Sign Language – a precursor to the generic British version which Samuel Pepys, among others, referred to in his famous diary.

Another disappearing oral tradition in the United Kingdom is Polari, a form of slang once used by the likes of actors and circus or fairground communities, and which was then adopted by gay subcultures as a type of code language.

Elsewhere in Europe, the endangered languages list includes a version of Low Saxon spoken in the north-eastern Netherlands; Mocheno (a Germanic language used in north Italy); and Istriot, which is spoken on the Croat coast and has about 1,000 speakers left.

The database also covers extinct languages about which enough is known through existing records to render them visible. In some cases this may be because the speech form died out very recently, as is the case with Laghu, which was spoken on Santa Isabel in the Solomon Islands and disappeared in 1984. In other scenarios, the language ceased to be spoken long ago but is still well known or used in a specialised setting, as with both Latin and Ancient Greek.

The database is being launched to coincide with a workshop at the Centre for Research in the Arts, Social Sciences and Humanities (CRASSH) at the University of Cambridge on December 10 and 11, which will bring together researchers to discuss some of the key issues surrounding the dissemination of oral literature through traditional and online media.

More information about both the database and the World Oral Literature project can be found at: http://oralliterature.org/ The pilot database was made possible by a Small Research Grant from the British Academy with additional funding from the Chadwyck-Healey Charitable Trust.

Source: University of Cambridge

Also read: Will 90% of the languages cease to exist? and Number of Living Languages

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Welsh language influence on English

Posted On December 3, 2010By TranspanishIn English Language, Languages, Tips for Translators/  No Comments

From arctic birds to nicknames, the influence of Wales on the English language has been underestimated, says a Celtic Studies expert.

Compilers of the new online version of the Oxford English Dictionary (OED) say penguin, Taffy and cariad are examples of Welsh words adopted by English.

Poet Dylan Thomas is also responsible for 635 entries, they said.

Prof John Koch of the University of Wales said: “The two languages have lived side-by-side for 1,500 years.”

The OED, first published in 1884, this week relaunched itself online.

It claims to be the only English dictionary that tries to trace the first known use of every sense of every word in the English language.

And to prove the point its compilers have pointed to the number of entries that originated from Welsh.

The earliest recorded use of ‘penguin’ can be traced back to Wales, they said.

Apparently in spite of the fact that most penguins have black heads, the OED’s compilers said Welsh coined the term from pen meaning head and gwyn meaning white.

OED quotes the first written citation from 1577: “Infinite were the Numbers of the foule, wch the Welsh men name Pengwin & Maglanus tearmed them Geese.” [sic]

According to the OED the word ‘Taffy’, a nickname for a Welshman, has its roots in the pronunciation of Dafydd, it says.

‘Cariad’, a Welsh term of affection, is referenced as far back as the 13th century, from caru, meaning to love or woo.

Edmund Weiner, deputy editor of the Oxford English Dictionary, said Dylan Thomas was one of the most cited authors in the OED Online.

“His rich use of language has resulted in being acknowledged as the source of words and phrases such as ‘moochin’, a difficult or disagreeable person.

“The term to ‘prodnose’, meaning to pry or be inquisitive, is taken from Quite Early One Morning.”

‘Before English’

Prof John Koch of the University of Wales Centre for Advanced Welsh and Celtic Studies in Aberystwyth, said the influence of Welsh on the English language is surprising to many, but should not be.

“Before English was there, Welsh was there,” he said, “and you cannot say that about any other language that English has had contact with.

“The two languages have lived side-by-side for 1,500 years, so it shouldn’t be surprising.”

Prof Koch said that the English language behaved in many ways that could not be attributed to other Germanic languages and its contact with Welsh may be the reason.

“There has been an underestimation from the beginning of the Welsh component in English,” he said. “It probably isn’t massive like that of French or Latin. It’s more under the surface.”

Prof Koch said there were historical and political reasons behind the lack of credit given to the influence of Welsh.

He explained: “In the universities in which people studied the language most people who compiled the dictionaries in the first place did not know a lot about Wales, so it would not have been something they looked for.”

Prof Koch added that many proper names in England came from Wales and most of the names of major rivers in Britain are pre-English.

“That’s something that is well-known by experts but tends to be otherwise overlooked, but the influence of Welsh on English may yet come into its own as a subject.”

Source: BBC News

English words that derive from Welsh

  • Penguin – from pen and gwyn
  • Cwtch – to cuddle
  • Merchet – the Welsh word for daughter, merch, became an English term for a dowry
  • Cariad – commonly used by English speakers in Wales for sweetheart
  • Source: OED Online

Some History of the Welsh Language:

Welsh is a Celtic language, closely related to Cornish and Breton. The Welsh we speak today is directly descended from the language of the sixth century.
Until the mid-19th century, the majority of the Welsh population could speak Welsh – over 80%. Over the past centuries several factors have affected people’s usage of the language – these are some of the most prominent factors:
• The 1536 and 1542 Acts of Union: The passing of the 1536 and 1542 Acts of Union made English the language of law and administration of Government. Although the Welsh language was not banned, it lost its status, and brought with it centuries of steady linguistic decline.
• Translation of the Bible in 1588 by Bishop William Morgan: This was a great boost to the language because it ensured that Welsh was the language of religion and worship, and kept the language alive within communities.
• 18-19 Century Industrial Revolution: This caused the biggest collapse in Welsh speakers because of the huge influx of people into the industrial areas. Number of Welsh speakers fell to 50% of the population.

This decline continued through the Twentieth Century for several reasons:

• migration patterns from rural to urban areas in search of work
• inward migration of English speakers to rural areas
• increased availability of English-language news and entertainment media
• a general secularization of society, leading to a decline in chapel attendance, on which so many traditional Welsh-medium activities were centered.

Present:

The 2001 Census shows that 20.8% of the population of Wales said that they could speak Welsh. Analysis, maps and briefing papers for the 2001 Census can be found in the publications library of the Welsh Language Board site. The next Census will take place in 2011 and it is likely that the results will be announced during 2013.

Source: Welsh Language Board

Read How may people speak Welsh?

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The RAE Discards Some Proposed Spanish Spelling Reforms

Posted On December 1, 2010By TranspanishIn Languages, Spanish Language, Spanish Translation, Tips for Translators, Translation Buyers/  1 Comment

The Real Academia Española (RAE) recently announced a number of proposed changes to spelling conventions, causing quite a stir throughout the Spanish-speaking world. Many academics and writers scoffed at the RAE’s plans to introduce these spelling reforms, which, according to some, were bound to create unnecessary confusion.

Following the academy’s recent meeting in Guadalajara, Mexico, linguists approved an 800-page document describing the various newly adopted reforms. The following proposed changes – some of the most hotly debated – were discarded by the RAE’s 22 academics:

»Writers may choose whether the word “sólo” as well as demonstrative pronouns such as “éste” or “ésa” carry an accent. Previously, the RAE had suggested that the accent be eliminated.

»Respecting the fact that the names of the letters “b,” “v,” “w,” and “y” vary among different Spanish-speaking countries, the RAE dismissed the suggestion of assigning just one name to these letters. For example, the name of the letter “b” will continue as “be alta,” “be larga,” or simply “be,” while the letter “y” will retain its historic designation as “i griega” alongside the newly admitted name “ye.”

The rest of the previously announced reforms remain in effect.

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