Spanish: Puerto Rican
ABOUT SPANISH continued
RELATIVE IMPORTANCE OF DIALECT
Impact of dialect on Spanish speakers involves two basic decisions:
- Target audience
- Return on investment
Neutral Spanish is the recommended way to go if 30% or more of the buying audience will be of a different dialect than the majority. Note that "buying audience" may not be the same as "readers" or "visitors". And purposeful use of dialect can be extremely attractive. Spanish regions are often patriotic. Thus, an obviously Mexican text can have strong sales appeal to a Mexican audience. Equally, however, an obviously Mexican text often bothers a Miami, Puerto Rican or South American audience.
If "sales" is the goal, @I.S. does not recommend a leap into multiple-dialect translations, nor consider multiple dialect translation as the "secret to sales" in the Spanish-speaking world. Other factors will vary with local cultures, as well, such as the graphic art style. Spanish graphics tend to be a bit brighter or more romantic, look less like a "business suit" (but not exaggeratedly colorful). In some cases, the actual content might benefit from some re-writing for the audience.
Companies beginning to work with Spanish-speakers often are not sure which countries or regions will show most interest in their subject. For the company beginning in the Latin Market, use of "Neutral Spanish" is highly recommended until the potentially successful market can be identified. Once identified, the text can be adapted to attract that specific target (or targets).