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Editor’s note: In this article, ADWEEK deviated from its style of using “Latinx” due to the writer’s preference. “Latine” is a gender-neutral form of the word Latino.
“How do you say popcorn in Spanish?” Next time you’re at a party with Latine friends, open this can of worms for a good laugh.
You’ll hear “palomitas,” which is used in Mexico, Spain and parts of Central America. Or you might hear “rosetas de maíz.” But you might also get “canchita,” “pochoclo,” “crispetas,” “cabritos,” “gallitos,” or “poporopo.” And my absolute favorite is “cotufas,” a Venezuelan term and, to the best of my knowledge, no one really knows why?
In creative briefs, “authenticity” is flung around so often it tends to lose meaning and purpose. However, there’s an intrinsic value in the use of slang in the work, where authenticity is not promised but embodied. Tailoring language for Latine audiences becomes more than a box to check for “cool points.” Using slang opens the door for joy. Sometimes, the more niche, the more effective.
There’s an undeniable beauty in how something as basic as popcorn has so many different names across regions, each reflecting something unique about culture. Despite the internet’s tendency to flatten cultural differences, these words persist, showing the resilience of language. Popcorn may seem like something simple—but the diversity of slang used to describe it highlights the evolving importance of specificity in the context of identity.
Language is fascinating when you add human interpretation and expression. It’s the untranslatable, indefinable aspects of slang that keep culture alive. Protecting Spanish/Spanglish slang is crucial in creative work to preserve culture in a digital world largely shaped by American English, both literally and metaphorically. Slang becomes an expression of resistance through existence.
If you’re on the fence about using slang, remember that life’s a risk, carnal (IYKYK). And to help you out, I’ve consolidated the potential benefits below.
Cutting through the clutter
For many of us, Latine identity as a social construct is shaped by American experiences. In creative work, sometimes the litmus lies in, “What is the least offensive?” rather than, “How can we leverage the nuance of language to cut through the clutter and reach with the most poignancy?”
When it comes to advertising to Latines in the U.S., audience segmentation is complex. Language is complex, but it’s a complexity worth embracing rather than avoiding. Using the right words in the right context is a huge opportunity to create a deeper connection. It’s like when Bad Bunny picks a person from the crowd and invites them to dance on stage. Brands should see this as, “Isn’t it awesome that he did that?” and not, “Won’t the other 18,999 fans feel excluded?”
Using slang is one way to cut through the noise. But to make a real impact, it’s important to see language and casting as components that work together to reflect nuance.
Media representation is more than just casting
Casting people who reflect the culture of the audience you want to reach has always been paramount. But if you want a rich recipe, slang words are like heirloom tomatoes that need to be cultivated. If you use homogenized tomatoes, the sauce won’t have the genetic diversity and organic compounds that focus on flavor versus durability. It’s the same with words.
There isn’t one standard language model that will give the work a universal appeal. So why even seek it? Generic language is dry and lacks flavor. Slang is an essential part of cultural expression and a very powerful form of representation—even as powerful as good casting.
Context is queen
Sanitizing language strips away the vibrancy and authenticity of subcultures and the sense of authorship for the viewer.
In our approach to copy, we set out to write scripts that pay homage to the different Latine communities that are reflected in the target audience, and not treat it as a monolith. It’s crucial to try to plant a tiny seed for everyone to catch something that speaks to them directly, rather than say something broad about everyone.
Notable examples include the Netflix x Babbel campaign that taught Colombian slang to promote the Narcos series. More recently, Jarina de Marco did a highly entertaining series on her IG page to teach Dominican Spanish. In both of these examples, context is queen.
Specificity is key
Slang words matter if you want the work to resonate with an audience that cares deeply about being understood in a landscape where erasure is very real.
The role of creativity is to deliver stronger messaging and deeper connections. Brands need to lean into the crowd of linguistic diversity and nuance; pluck that local fan that is giving you their attention and dance with them onstage. You don’t need to fully understand that fan. Or dance with every single fan! You just need to trust the instinct to connect one-to-one. Embrace regional dialect when using slang, because specificity is the key to celebrate diversity in the everyday and in creative work.
In a world of tropes, slang is a bridge. By celebrating unique expressions, people can see themselves as a voice in a larger conversation.
This article is part of a special Voice series, El Mainstream Chat, in partnership with Latinx publisher Remezcla. The series is designed to educate the modern marketer on the Latinx cultural nuances embedded in everyday American life.
