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Spanish Translations May Offend Hispanic CU Members

MADISON, Wis. - Everyday, common English sayings may unintentionally offend Hispanic credit union members, says one expert. Barbara Robles of the Lyndon B. Johnson School of Public Affairs at the University of Texas at Austin will conduct a workshop at CUNA Mutual Group's Discovery Conference this year that will explore...

By Staff Writer | Updated on March 16, 2004

MADISON, Wis. – Everyday, common English sayings may unintentionally offend Hispanic credit union members, says one expert. Barbara Robles of the Lyndon B. Johnson School of Public Affairs at the University of Texas at Austin will conduct a workshop at CUNA Mutual Group’s Discovery Conference this year that will explore alternatives to simply translating English documents into Spanish for credit union members. Robles pointed out several well-known sayings had disastrous results when introduced in Spanish-speaking countries. For instance, with Chevy Nova, Nova means “no go” in Spanish. When the American Dairy Association expanded its “Got Milk” campaign to Mexico, many were offended because the well-known phrase means “are you lactating?” in Spanish. Her session will include tips, do’s and don’ts, peppered with real-life credit union experiences in providing financial services to the Hispanic market. The Discovery Conference will take place June 9-12, 2004 at the Manchester Grand Hyatt in San Diego. The conference will feature speakers on a number of operational and industry topics.

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