Argentina facts: 4 things to know before doing copywriting in Spanish

Getting brand's visibility in international markets can be time-consuming and, sometimes, a headache when search engines don't bring the expected statistics. Does Argentina come to your mind? This is why, apart from Spanish translation, localisation techniques become decisive when engaging with local audiences, particularly when it comes to targeting hispanic countries which have significant differences one another. If this sounds familiar, here are 4 tips to get the most of content marketing in Argentina.

 

Argentina facts to enhance your marketing strategies

 

1. Avoid the one-size-fits-all approach on pronouns

2. Learn to add local value in a copy

3. Don't be afraid of localising your call-to-action strategy

4. Have a look at the Italian cultural influence

 

1. Avoid the one-size-fits-all approach on pronouns

 

This tip is specially advisable when you are applying localised Spanish copywriting at a city level. It has to do with the fact that the second person singular "vos" isn't necessarily an Argentinian Spanish rule, although it is a quality that highlights the country among other hispanic markets. "Vos" is used within big cities such as Buenos Aires, and accompanied by an "ás", "és" or "ís" at the end of the appropriate verb. In contrast, in small towns and among older generations the second person singular is "usted". Similar to Mexican Spanish phrases, the use of "usted" is a sign of respect.

​

2. Learn to add local value in a copy

 

While adverbs such as quite (in the UK) or so (in the US) work to remark a statement in English copywriting, in the case of Argentinian Spanish most of the adjectives are connected to the syllable "re" to communicate something outstanding. As simple as applying this grammar feature, your brand can start appealing to South American audiences by sharing the same culture. By simply adapting the adjectives you are making a great impact upon the readers' views: "bueno/rebueno", (quite good) "frío/refrío" (quite cold).

 

3. Don't be afraid of localising your call-to-action strategy

 

If you want your call-to-action to get different results, consider applying techniques out of ordinary. Regardless of the cultural context in which the expression "¡Che!" takes place, it is part of the Argentina's facts on communication when claiming attention. Even though"che" might not be originally from this country but from Spain, the expression has settled down, specifically in the "rioplatense" area of Argentina. Culture, therefore, will be relevant to reach local audiences and elicit, as a consequence, a behaviour. There is a difference between "¿vos, qué haces?" and "ché, ¿qué haces?" which will bring a substantial impact.

 

4. Have a look at the Italian cultural influence

 

One would be aware of the general influence that Italians have had on Argentinians lands, but not necessarily aware of the historical alterations on the local lexicon since the 19th century. That is, to say, the country is well-known in Latin America for the use of "pibe" to refer to children or young people. However this word comes from Italy and, along with other popular words such as "laburo" (work) or "valija" (suitcase). As a result, if your international brand is seeking more resonance, it's time to look Italian words which landed as popular words in Argentina's culture. Secretaría de Cultura is a good governmental source to get started with your research.

 

Next time you run either organic or paid content, take into consideration these Argentina facts that will add value to corresponding Spanish translations. First, avoid generalisations, second, take advantage of unique words and grammar trademarks, and finally have a look at the Italian influence on the local Spanish lexicon. Contact me so that we can discuss your special needs to engage with local audiences in the South of America.

​

​

Written by Harold Mosquera

​

​