Romney’s campaign has released two Spanish-language video ads so far — “Día Uno” and “Van Bien?” — but both are directly translated from identical ads in English, a blunder in Spanish-language marketing, said Glenn Llopis, founder of the Center for Hispanic Leadership.
“You can’t just translate these things,” Llopis said. “That’s where a lot of these marketing things go wrong. They need to be customized, form-fitted. If the Hispanic community thinks you’re just translating and not creating a campaign that speaks to them, they’ll just shut off.”
“Doing Fine?” would be more accurately translated as “Las cosas están bien?” Diaz said, while the proper phrase to convey “the right direction” would be “la dirección correcta,” not “la buena dirección,” as used in the ads. And the English idiom “Day One” would be better if phrased “El Primer Día,” not “Día Uno,” Diaz said.
“These kind of mistakes would not happen in an English-language ad,” she said. “You can tell that the ads were not proofed by a native speaker.”