thought you’d like to know …..
Naked – Use Pens as Contraceptives”
Won an Award!
Hispanic Marketing recently received a Silver Award for their brochure
submission entitled “Fly Naked – Use Pens as Contraceptives”.
The award was presented by the League of American Communications
Professionals of San Diego, CA, for the 2003 Spotlight Awards Publicity
Materials Competition. In addition, Calderon received media attention
from the following publications for receiving this award: The Denver
Post, Phoenix Business Journal, Hispanic News and El Hispano.
award-winning brochure was created to increase awareness of the
importance for in-culture communication in targeting the Hispanic
market. The title was a play off of blunders experienced by former
Braniff Airlines and the Parker Pen Company when selling points
for their products or services were incorrectly translated.
tried to attract U.S. Hispanic passengers with the phrase “Sentado
en Cuero.” It’s marketing message was aimed to emphasize
the comfort of sitting on leather seats. Instead, the translation
made reference to “sitting naked.”
The Parker Pen
Company was trying to introduce its fountain pens in some parts
of Latin America. The slogan used in the U.S. campaign was: “Avoid
embarrassment – use Parker Pens,” but was translated
into Spanish as: “Evite embarazos – use boligrafer Parker:
or “avoid pregnancy – use Parker Pen.”
you cannot translate directly,” Janina Calderon-Ferguson,
President of Calderon Hispanic Marketing said. “And you need
experienced, bilingual, bicultural marketing people to convey the
right message.” Ferguson further commented, “This award
affirms our mission to master in-culture communication to successfully
reach the Hispanic market. It is gratifying to be recognized as
one of the best by the leaders of our industry. They understood
that our message was two-fold: the wrong translation can cause embarrassment,
and reaching the Hispanic market without the appropriate expertise
is a lot like ‘flying naked’. We’re delighted
to receive this honor.”
As these translation
blunders point out, the Hispanic market is full of lucrative opportunities,
but just as many pitfalls. Marketing must be carefully tailored
to linguistic as well as national and cultural diversity. If not,
the effort may prove to be ineffective, minimally successful, or
even embarrassing. At Calderon Hispanic Marketing, we offer a full
range of marketing, advertising, corporate identity, public relations
and translation services for companies who want to successfully
reach the Hispanic market.
more information on the award or the services we offer, please visit
our web site at: