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With a continual focus of adding top talent to our award-winning team, A. Bright Idea is excited to announce the addition and promotion of our new team members to support the creative communication needs of our clients.

 

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Top from left: Kevin Hess, Crystal Maynard, Robyn Hicks; Center from left: Brian Lobsinger, Luz Esmeralda Mahecha Martínez; Bottom from left: Bridget Goldsmith, Mina Ta

 

Mina Ta

A. Bright Idea Advertising & PR is pleased to announce the promotion of Mina Ta to a senior creative position. Mina, who joined A. Bright Idea in November 2013, demonstrated strength and leadership in providing on-site creative support for an Arlington, Virginia-based government client.

 

Bridget Goldsmith

Bridget joins A. Bright Idea Advertising & PR as part of a team of graphic designers supporting a government client in Arlington, Virginia. Bridget held previous positions as a contractor for the U.S. Drug Enforcement Administration and the NAVSEA Ship Building Program at the U.S. Navy Yard. Prior to joining A. Bright Idea, Bridget worked as a graphic designer for the U.S. Army Office of the Chief of Public Affairs at the U.S. Pentagon where she developed the overall branding for the nation’s highest medal for valor, the United States Army Medal of Honor.

 

Brian Lobsinger, Senior Designer/Multimedia Specialist

A. Bright Idea Advertising & PR welcomed Brian Lobsinger to the Graphic Design team, as senior designer and multimedia manager. Brian is charged with managing design and web projects in both the Sonoma, California and Bel Air, Maryland offices. Prior to A. Bright Idea, Brian ran his own design firm, and most recently was the senior web developer at Flannel, Inc.

  

Crystal Maynard, Communications Specialist

Crystal Maynard joins A. Bright Idea’s Government Services Division, offering on-site support for a government client in managing a variety of communication and public affairs projects. Crystal offers extensive communications experience, previously serving as a public affairs specialist to U.S. Army clients, providing strategic planning, media relations, event planning and public relations support.

 

Luz Esmeralda Mahecha Martínez, Bilingual Communications Specialist

Luz joins A. Bright Idea Advertising & PR in the Government Services Division, providing on-site communications and translation support for the Public Information office of an existing government client. Prior to joining A. Bright Idea, Luz worked with the University of Maryland School of Public Health and Miami Dade College School of Continuing Education and Professional Development.

 

Kevin Hess, Communications Event Specialist

Kevin Hess joined A. Bright Idea Advertising & PR to support marketing and event coordination efforts for the firm’s government and commercial clients. Kevin joins this award-winning team offering event planning and management experience from the Sports Information Office at Towson University.

 

Robyn Hicks, Junior Graphic Design Specialist

Robyn Hicks recently joined award-winning Graphic Design team at A. Bright Idea Advertising & PR. Robyn, a Towson University graduate with a degree in digital fine arts and design, previously worked with the Harford County Boys and Girls Club as a graphic designer.

 

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yohabloesIf you were not a Spanish-speaker, what would you assume the following Spanish word meant in English: “Embarazada?”

It sounds a lot like “embarrassed”, doesn’t it? This would be a false cognate since the actual meaning is “pregnant.” Imagine how truly embarrassed you would be if you accidentally used this word when trying to convey your feelings, but now the confused gentleman who you ran into is suspiciously looking at your stomach.

The Baltimore Public Relations Council (BPRC) used this example at its recent Multilingual Communications event, which focused on adapting communications to Spanish audiences in the Mid-Atlantic.

As a way to always keep our clients in front of changing market trends, A. Bright Idea consistently recognizes new ways to reach out to more audiences. The Hispanic/Latino communities are fast growing in the United States, especially in areas on the west coast and in the northeast.

What does this mean for businesses trying to reach this market? Well, truthfully this large and growing population may not respond to traditional marketing techniques. Businesses need to be receptive to alternative marketing strategies to tap into this growing demographic, including incorporating translated versions of campaigns or considering bi-lingual campaigns.

This brings us back around to the importance of translation. The BPRC referenced the Mortgage Disclosure Act in their recent seminar, in which officials filed the documents in a plain English-to-Spanish translation. One field asked for the individual’s verification of residence, meaning his/her address. Translated as “verificación de residencia”, many people thought the form was asking for information on their Green Cards, intimidating them from completing the form. “Verificación de residencia de su domicilio” would have conveyed the true intent.

It’s important for businesses to recognize the changing demographics of the country and how they may affect their target audience. If you haven’t done your research and you refer to your audience as Hispanics, this may confuse them as the United States government actually created the term, making it insignificant in Spain and Latin America. On the other hand, referring to your audience as Latinos would exclude everyone from Spain.

For businesses interested in embracing a broader cultural audience, accurate translation is a must. Be sure you work with your agency to complete accurate and in-depth research on your audience to validate whom you are reaching and that your message is as you intend.

Perdido en traducción

A veces personas en los Estados Unidos que no hablan español oyen algunas palabras y piensan que tienen significados incorrectos. Por ejemplo, muchas personas que no estudian español piensan que la palabra, “embarazada” significa “avergonzada” porque suena como la palabra en inglés. “Embarazada” es un cognado falso para esta razón.

Ellos están avergonzados de verdad cuando usan “embarazada” y luego aprenden que la palabra no tiene relación con los sentimientos; en realidad, ¡la persona con quien habló piensa que tendrá un bebe!

El Consejo de Relaciones Públicas en Baltimore (BPRC) usó este ejemplo en su evento recién, “Comunicaciones Políglotos,” que enfocó en adaptarse comunicaciones a las audiencias españoles en el Atlántico medio.

Para siempre exponer nuestros clientes a las tendencias cambiantes del campo, A. Bright Idea sistemáticamente reconoce maneras nuevas para llegar a nuevos públicos. Reconocemos que los Hispánico/Latino comunidades están creciendo muy rápido en los Estados Unidos, especialmente en áreas en la costa oeste y el noreste.

¿Qué significa tiene esta información para las empresas que quieren llegar a este mercado? Pues, con sinceridad, este grande y creciendo populación tal vez no responda a técnicas tradicionales de la comercialización. Las empresas tienen que estar receptivas a estrategias alternas de la comercialización para aprovechar este demográfico creciendo, incluyendo incorporar versiones traducidos de las campañas.

Esta cuestión nos trae a la importancia de la traducción. El BPRC citó un documento en su evento en que los oficiales escribieron en una traducción sencilla de español. Una pregunta fue para la verificación de residencia, que muchas personas hispánicas pensaron fue para información de sus tarjetas verdes. En actualidad, el documento solamente quiso la verificación de residencia de su domicilio.

Es importante para las impresas reconocer los demográficos cambiantes de este país y como pueden afectar sus públicos objetivos. No siempre pueden llamar los grupos que hablan español hispánicos porque esta palabra no tiene significado en sus países; el gobierno de los Estados Unidos creó esta palabra. Sin embargo, la clasificación de latino excluye todos que son de España.

Para las empresas que están interesadas en aprovechar un grande público cultural, la traducción fiel es muy importante. Tienen que trabajar con sus agencias de publicidad para completar la investigación a fondo en sus públicos para que validen a quien están hablando y que el mensaje es como la intención.