A significant phenomenon is taking place. Members of the millennial generation of U.S. born Spanish speakers are assuming bicultural identities. And with this transformation comes the emergence of an amalgamated language…Spanglish. Pew Research reported that 70% of Latinos ages 16-25 engage in code-switching (or the casual interchange of languages). Pop culture icons have exemplified this transition for quite some time. Just listen to chart-topping artists’ Enrique Iglesias’s Bailando or Shakira’s Whenever, Wherever.
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How does a brand communicate its message effectively in dual dialects?
Study! Study! Study!
People will know if a brand hasn’t done its homework. Research the market and study its linguistical tendencies. Words are powerful. We must choose them wisely.
Examine the commercials broadcast by AT&T and Wells Fargo.
How can a brand integrate Spanglish into interactive platforms?
In 2011, Ford Fiesta launched a website (ready pa’ tu mundo) which featured a toggle slider used to adjust the amount of text written in English and Spanish to the users preference. Although the website no longer exists, other brands have followed suit in variation.
The restaurant chain, Pizza Patron, currently demonstrates the simultaneous use of English and Spanish on its site: http://www.pizzapatron.com/
Social media provides another outlet to fabricate well crafted interactive content in the vernacular of followers.
Need some help to start your campaign?
The link provided discusses mixed language web development.
http://www.virtual-strategy.com/2012/08/22/miami-web-design-firm-applies-w3c-internationalization-polyglot-markup-development-standa#axzz3Hlrqi9rs ____________________________________________
It is essential for marketers to find solutions to communicate in a language that will amplify their message.
It’s time to pose a very important question….
Does your brand speak Spanglish?
Emerging Media 