Practical Guidelines: Step 4.1

STEP 4: Develop content and visuals.

Is the language usage appropriate for your Hispanic audience?

Is the language used precise and non-ambiguous (i.e. the word choice contains only one possible meaning)? Are examples clear and realistic for the particular Hispanic audience being addressed (e.g. dietary suggestions incorporate eating habits of the audience you are addressing).

If there is more than one possible word choice for a key concept, include both usages to insure comprehension. Be sure that word usage is consistent. When using examples of concepts or actions, be sure that they are relevant to the particular Hispanic audience.

Ineffective materials often have language that is ambiguous (i.e. contains more than one possible meaning). Check that language is not offensive to the audience.

There are many words in Spanish that have different meanings or connotations for Spanish speakers from different cultural backgrounds or regions of the country. To avoid possible confusion or offending members of your target audience, be aware of the differential word use for certain terms. If you have questions over which word to use, many experts suggest including both words (one can go in parenthesis). Be sure to be consistent with your word choice. A few examples of Spanish synonyms that you may encounter are listed below:

Breast - pecho/seno/mama (not appropriate for some groups)
Cervix - cerviz/cuello del útero/cuello de la matriz
PAP test - Examen Papanicolaou/ PAP/prueba de PAP
X-rays - radiografía/ rayos-X
Menopause - menopausia/cambio de vida
Second hand smoke - fumar involuntariamente/ humo indirecto
Mammogram - mamografía/ mamograma
Breast self-examination - examen personal de los senos/ auto examen de los senos

The best way to avoid confusion and ensure appropriate word usage, however, is to consult members of the target audience. If readers have trouble understanding your terminology, or if they suggest words that they would be more likely to use, go back over the material and re-evaluate your word choices.

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