spanglish | Martínez Calderón Co.

Color symbolism in Hispanic culture, a lesson in Spanglish.

by saiid | Jun 15, 2023 | Branding, Resources

Spanglish 102

El color es un elemento clave de la cultura hispana y latina. Desde la ropa y decoración hasta el arte y la música, el color transmite simbolismo y significado profundo. Los colores vivos y brillantes reflejan la alegría de vivir, la pasión y el optimismo que caracterizan a nuestra gente.

Uno de los colores más importantes es el rojo. En español decimos “ponerse rojo” cuando alguien sonrie o siente vergüenza. El rojo también representa la pasión, el amor, la fuerza y el poder. Es el color del corazón y la sangre. En celebraciones como el Día de San Valentín y el Día de los Enamorados, el rojo domina. When I think rojo I think of ripe strawberries, roses, rubies, fire, excelencia and corazones ardientes.

El amarillo es el color de la felicidad y la energía positiva. It reminds me of el sol brillante, limones frescos, and smiley caritas. In many Latin cultures el amarillo signifies esperanza for a brighter future. Some Catholic churches use yellow vestments during fiestas to denote joy and celebration. Amarillo es el color del optimismo.

El verde has complex symbolism in Latin cultures. It can represent both life and death, growth and decay. Verde is the color of nature, plants, esmeraldas. It also evokes envy and jealousy – “green wiith envy.” However, many Hispanic cultures use verde to symbolize independence and national pride. For example, la bandera de México is verde, blanco y rojo.

El azul evokes tranquility and peace. It makes us think of clear skies and ocean waves. Azul represents harmony, stability, confidence and wisdom. In fact, the term “thinking out of the box” is translated as “pensar fuera de la caja azul” in Spanish. Azul is associated with the Virgin Mary in Latino art and culture.

El morado or purple is traditionally the color of royalty, prestige and ambition. In pre-Columbian times, purple dyes were reserved for Aztec emperors and kings. Today, morado symbolizes extravagance, exclusivity, luxury and creativity. You see it during Quinceañeras to accent the birthday girl’s elegance and sophistication as she transitions to womanhood.

El rosado or pink has feminine connotations like flowers, romance and self-care. Rosado evokes the softness and gentleness of youth and innocence. It’s a playful, flirtatious color that represents girl power. Rosado even has its own holiday – el Día de los Rosados observed on April 9th.

Puedes aprender más sobre Latin American celebrations en nuestra otra publicación.

El negro is the color of mystery and elegance. It conveys seriousness, power, and sophistication. You often see latinos and latinas dressed to the nines in black during ritzy galas and glamorous events. However, negro also symbolizes mourning and loss when worn at funerals and mythology blended with Catholic imagery (because, Satan).

El blanco represents purity, perfection, safety and cleanliness. Novias wear white wedding gowns to show their virginity and new beginnings. Doctors, dentists and chefs use white coats to portray professionalism, hygiene and competence. Blanco is holy and sacred.

El café or brown connects us to mother earth, home, comfort and natural materials like wood and leather. Café relaxes, grounds and soothes. It speaks to lo natural, organic, humble.

As you can see, color speaks volumes in Hispanic culture. It allows us to express ourselves and connect more deeply with our heritage. Whether flaunting fiery rojo or tranquil azul, every shade and hue has significance.

¡Que vivan los colores!

Spanglish in advertising: how to better reach Hispanics.

by saiid | Aug 8, 2022 | Strategy

With over 60 million Hispanics representing the second largest ethnic demographic in the United States, brands are keen to connect with this influential consumer segment. One strategy is integrating Spanglish into advertising efforts. When used judiciously, Spanglish can help brands resonate authentically with bicultural, bilingual Hispanic consumers. However, there are also common pitfalls to avoid when implementing Spanglish in campaigns.

What is Spanglish?

Spanglish refers to a blending of English and Spanish, often with words, phrases or sentences switching between the two languages. It encompasses code-switching, loan words, and linguistic crossover. Spanglish reflects the intermingling of Anglo and Latin cultures in communities where both languages are commonly spoken. Native bilingual speakers naturally engage in Spanglish without thinking.

Why Can Spanglish Be Effective in Ads?

When strategically executed, Spanglish offers advertisers several advantages:

It Resonates with Bilingual Hispanic Culture

Seamlessly blending Spanish and English mirrors how many Hispanic Americans actually communicate. This linguistic authenticity helps brands relate to the lived experience of the target consumers. Potential Mistake to Avoid: Assuming all Hispanic consumers naturally use Spanglish. Usage patterns vary based on geography, age, and cultural background.

It Conveys a Sense of Inclusiveness

By acknowledging Hispanic consumers in a way familiar and relevant to them, Spanglish signals a brand’s interest in connecting with this demographic. Even limited use of Spanish demonstrates respect for Hispanic culture. Potential Mistake: Adding sporadic Spanish words as a token gesture without broader adaptation for cultural values.

It Allows Flexibility Across Cultures

Spanglish fluidly brings together two cultural worlds. For brands with both English and Spanish offerings, Spanglish can capture audiences across contexts.

Potential Mistake: Failing to recognize differences in dialect, slang and idioms between various Spanish-speaking cultures.

It Facilitates Clear Communication

Spanglish efficiently conveys concepts directly in the most fitting language. Some terms like “celebración” have no concise English translation, while English may better communicate tech and modern concepts.

Potential Mistake: Direct word-for-word translation between languages that sounds unnatural.

It Has Memorable Rhythm and Sounds

The cadence and melodic blending of languages makes Spanglish lines engaging, fun and sticky. Phrases like “Hola Y’all” capture attention through the novel fusion. Potential Mistake: Forcing Spanglish cleverness that results in awkward or nonsensical phrasing.

It Reflects an Identity

Second and third generation Hispanic Americans growing up immersed in both cultural worlds can embrace Spanglish as an emblem of their blended bicultural identity. Potential Mistake: Making assumptions about Hispanic identity. Focus on the brand’s value proposition, not stereotypes.

It Has Youth Appeal

Younger demographics are especially comfortable code-switching between English and Spanish in everyday life. Spanglish used creatively aligns brands with a hip, contemporary sensibility. Potential Mistake: Trying too hard to sound cool or “down with the culture” in forced, inauthentic ways.

It Can Be Humorous

Playing with the juxtaposition between languages opens opportunities for funny, whimsical phrasing and witty double entendres. Light-hearted Spanglish presents a brand personality. Potential Mistake: Humor that inadvertently ridicules or belittles Hispanic culture and people.

It Feels Like Insider Language

When Spanglish rings familiar to those embedded in the culture, it makes them feel “in the know”. Brands that can pull off natural Spanglish without sounding like outsiders gain credibility. Potential Mistake: Using Spanglish incorrectly through lack of understanding of nuances, leading to miscommunications.

It Captures Intra-Cultural Nuances

The right Spanglish precisely articulates concepts, emotions and experiences unique to navigating biculturalism. English or Spanish alone may not convey the full meaning. Potential Mistake: Clumsy direct translations that skew the intended message and cultural insights.

The right Spanglish precisely articulates concepts, emotions and experiences unique to navigating biculturalism. English or Spanish alone may not convey the full meaning.

Potential Mistake: Clumsy direct translations that skew the intended message and cultural insights.

Key Considerations for Success

When strategically leveraged, Spanglish can be a powerful tool for brands to connect with Hispanic consumers while conveying inclusivity and cultural competency. However, the following keys will ensure more effective execution:
Work with native bilingual creative talent in developing Spanglish campaigns. Their instincts will prevent clumsy construction.
Understand regional and demographic variations in Spanglish usage and slang. What sounds natural to Puerto Rican audiences may not resonate the same for Mexican Americans.
Adapt, don’t just translate. Idioms and syntax need to be tweaked to sound authentic and meaningful.
Use Spanglish as a spice to enhance ads, not as the whole dish. A light sprinkling integrated thoughtfully has more impact than flooding copy.
Consider cultural values and nuances as much as the language itself. Does the messaging align with Hispanic cultural themes?
Avoid tropes and stereotypes. Portray Hispanics as multifaceted contemporary Americans who fluidly navigate both cultural influences.

When used with care, creativity and cultural understanding, Spanglish can enable brands to connect on a deeper level with Hispanic consumers. An authentic integration of their lived bicultural reality into campaigns fosters engagement and loyalty.