Spanish variants in translation & marketing

So you’ve decided to go global, and your first step is to target the prolific Hispanic (Spanish-speaking) consumer base that dominates the Western Hemisphere. You head over to Supertext.com, submit your marketing content for translation into Spanish, and think to yourself, ‘all 22 countries due South plus Spain in one go? Score!’ Not so fast, amigo!


While the film Mean Girls popularized the concept of frenemies in the early aughts, translators and travelers have been dealing with a very different kind of ‘false friends’ since language began to evolve.