July 27, 2005
Session: Designing with Co-Jones
Presenter: Max Lefeld, Co-Jones, Inc. Notes from Laura Sternweis, Extension communications specialist
Max is Hispanic, has been in advertising for many years, but more recently started his own company, Co-Jones, the English translation, Company Jones. The name is a play on words because in Spanish "cojones" (co - ho – nays) is the word for testicles and is a slang term for brave attitude.
Check his website: http://co-jones.com/
Hispanic design involves more than the traditional approaches and ideology. (He is tired of the stereotypical ads that, to reach the Hispanic market, include a grandmother and somebody playing soccer.) Instead, he deals with culture, mindsets, and motivation. The Hispanic audience is on a spectrum from
Unacculturated ------------------ to ---------------------> Acculturated
Isolation ------------------------ Fusion ---------------- Assimilation
Isolation – Hispanics reject mainstream culture
Fusion – Hispanics merge with mainstream culture
Assimilation – Hispanics are absorbed by mainstream culture
Understanding this process of change is vital to effectively communicating to Hispanics.
Nationalist ----------- Eager Adopter --------- Fusionist -------- Integrator
He says 50 percent of the Hispanic population is in the “Eager Adopter” stage and 20 percent is in the Fusionist stage.
Check it out
Message from Amanda at ACE Headquarters:
Some of the breakout session materials from the ACE conference in San Antonio are now available online at http://www.aceweb.org/meetings/upcoming.html under the 2005 International Meeting header. We weren't provided materials from every session, but we've posted what we have, so feel free to take a look. A special thanks to Technology Advisory Committee Chair Ron Thomas, who collected these materials and worked with Headquarters to post them online.
Communicate Effectively
Session: How to communicate effectively with Hispanic Audiences (Parts 1 and 2)
Featured a panel of speakers
These notes are from Laura Sternweis, Extension communications specialist
Overall notes from panel
• Ask to see TV and radio stations’ “public file” to find out the needs of who they serve and who they’re trying to reach to keep their license.
• Check what publications are available in Mexican restaurants (one way to find out which media reach Hispanic audiences)
• “Free food guarantees a free press.” (Joe Sandoval, Editor of La Prensa)
Notes from Bill Watson’s (Texas A&M) presentation in this session on Extension en Español
• Show respect for the audience, the individual, the language.
• Find a champion who understands the rules of the language, grammar, syntax of Spanish. Show the same respect for, and use the same care with any item in Spanish as you would in English.
• DO NOT use automatic translator programs.
• For marketing stuff – it’s not translation, it’s interpretation, and you need a bilingual/bicultural person to do it.
• His best guess – cost of translation is 10 to 13 cents per word up to 25 cents per word for technical translation.
• He suggests three steps: 1) translator translates the piece, 2) editor edits it, 3) bilingual subject matter specialist reviews it.
• You can include Extension en Español in your grants as principal investigators.
• If you have a major thrust and need long-term assistance, include Extension en Español as a budget item.
• Put Spanish and English together in your publications catalog and website. DO NOT use a separate Spanish section.
• Leave your university name alone in the wordmark (don’t translate it)
• Putting the comma inside the quote marks is WRONG.
• Titles – first word and proper names are capped, the rest are lower case.
• Word division is different (Spanish vs. English hyphenation).
• There is one Spanish standard for print, etc. (Read the section on dialects on the Extension en Español website.
• In a translation, use the first most popular term (and include the second most popular in parentheses). Example – peanut has more than one translation, cacahuate (maní).
• Find community leaders to help you.
July 05, 2005
Site invaded by commenters
This morning I found the ACE/NETC 2005 site invaded by countless comments from skin care companies, gambling resources, and prescription drug information. UGH!
After deleting approximately 150 unwanted comments that accumulated over the July 4th weekend, my question is, what is the best way to keep a blog site free of unintended/uninvited visitors? And how did they find it?
Recommendations? Comments? Am I just being unrealistic to think that these invasive commentors will not infect this blog?