{"id":28954,"date":"2010-11-09T10:56:07","date_gmt":"2010-11-09T15:56:07","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=28954"},"modified":"2013-12-02T23:26:43","modified_gmt":"2013-12-03T04:26:43","slug":"bilingual-marketing-strategy-mystery","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2010\/11\/09\/bilingual-marketing-strategy-mystery\/","title":{"rendered":"Bilingual Marketing Strategy Mystery"},"content":{"rendered":"<p>On the heels of our recent post about <a href=\"https:\/\/thesocietypages.org\/socimages\/2010\/11\/07\/spanish-and-english-versions-of-a-public-advisory\/\" target=\"_self\">non-corresponding English- and Spanish-language advisories<\/a>, Sara P. sent in a photograph and an interesting question. The photo is of <a href=\"http:\/\/ace76.blogia.com\/2005\/112401-perdidos-en-la-traduccion.php\" target=\"_blank\">stacked billboards for CitiBank<\/a>. \u00a0The top one reads &#8220;You&#8217;re never too young to learn how important money is.&#8221; \u00a0The bottom one, in Spanish, says the opposite. \u00a0Sara translates it as &#8220;Don&#8217;t wait until you have a lot of money before you realize that it<em> isn&#8217;t<\/em> what is most important&#8221; (my emphasis).<br \/>\n<a href=\"https:\/\/thesocietypages.org\/socimages\/files\/2010\/11\/110.jpg\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-28956\" alt=\"\" src=\"https:\/\/thesocietypages.org\/socimages\/files\/2010\/11\/110.jpg\" width=\"448\" height=\"420\" \/><\/a><\/p>\n<p>Sara asks:<\/p>\n<blockquote><p>It makes me wonder what the strategy is behind this kind of marketing. 75% of the population will only understand the first billboard, which by itself has an entirely different meaning than when it is paired with the second.<\/p><\/blockquote>\n<p>I have no good answer for her. \u00a0You?<\/p>\n<span class=\"ft_signature\"><em><a href=\"http:\/\/lisa-wade.com\/\">Lisa Wade, PhD<\/a> is an Associate Professor at Tulane University. She is the author of <\/em><a href=\"https:\/\/www.amazon.com\/American-Hookup-New-Culture-Campus\/dp\/039328509X?ie=UTF8&amp;*Version*=1&amp;*entries*=0\">American Hookup<\/a><em>, a book about college sexual culture; a <a href=\"https:\/\/www.amazon.com\/Gender-Interactions-Institutions-Lisa-Wade\/dp\/0393931072?ie=UTF8&amp;*Version*=1&amp;*entries*=0\">textbook about gender<\/a>; and a forthcoming introductory text: <\/em><a href=\"https:\/\/lisa-wade.com\/intro\/\">Terrible Magnificent Sociology<\/a><em>.\u00a0You can follow her on <a href=\"https:\/\/twitter.com\/lisawade\">Twitter<\/a> and <a href=\"https:\/\/www.instagram.com\/lisawadephd\/\">Instagram<\/a>.<\/em><\/span>","protected":false},"excerpt":{"rendered":"<p>On the heels of our recent post about non-corresponding English- and Spanish-language advisories, Sara P. sent in a photograph and an interesting question. The photo is of stacked billboards for CitiBank. \u00a0The top one reads &#8220;You&#8217;re never too young to learn how important money is.&#8221; \u00a0The bottom one, in Spanish, says the opposite. \u00a0Sara translates [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23384,23703],"class_list":["post-28954","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-social-construction-discourselanguage","tag-marketing"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/28954","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=28954"}],"version-history":[{"count":6,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/28954\/revisions"}],"predecessor-version":[{"id":59581,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/28954\/revisions\/59581"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=28954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=28954"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=28954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}