It must be Mexican food day at Semantic Compositions, because your host is going to write for the second time in less than 12 hours on something to eat from south of the border. What's that proverb, "a burrito a day keeps the doctor in pay"? Something like that. Anyway, SC just finished a carton of one of his very favorite non-root beer things to drink, and since that means it doesn't need to stay in the fridge, he can type at his leisure.
That drink would be horchata, a Mexican delicacy made with milk, rice, and cinnamon. Until about two years ago, it was very difficult to find a real dairy horchata in mainstream grocery stores; the demand simply wasn't perceived to be high enough outside of ethnic neighborhoods. Then Nestle took a gamble and released a line of "aguas frescas" (literally, "fresh waters"; what they all have in common is that they're water infused with something else by boiling) under the Kerns label. Why milk is considered part of a natural class along with the jamaica flower, tamarind fruit, and strawberries, SC will never understand, but they're all aguas frescas in the traditional Mexican nomenclature.
In any event, the carton includes a panel with messages directed at both English and Spanish-speaking audiences. Despite appearing right next to each other, the Spanish is not at all a translation of the English. First, what's on the package:
Milk & Rice Drink: Looking to try something new? Kerns brings you "Aguas Frescas" -- a delicious, refreshing and authentic drink, popular in Mexico and other Latin American countries. Like the traditional beverage, Kerns Aguas Frescas are available in a variety of exotic flavors such as: Horchata -- a smooth and light-tasting milk and rice drink with a hint of cinnamon; Limon -- a light-tasting, refreshing drink, with the flavor of fresh squeezed limes; and Fresa -- a light-tasting and refreshing strawberry juice drink. Consume cold or serve with ice for a delicious, refreshing drink anytime.Horchata: La hora de la comida era esperada por todos. Sobre el mantel habia ricos platillos y rebosantes jarras de aguas frescas que eran una delicia y que ahora recuerdo con tanto cariño. Kerns Aguas Frescas nos brinda la oportunidad de disfrutar hoy y aquí, nuevamente, aquellos deliciosos sabores.
SC's translation of the Spanish: Mealtimes were something everyone looked forward to. Set out on the table were rich foods and jars brimming with delicious aguas frescas, which I remember now with great affection. Now, Kerns Aguas Frescas bring us the chance to again enjoy those delicious flavors.
Obviously, the messages are aimed at very different crowds. Monolingual English speakers are probably not too familiar with aguas frescas in general, never mind horchata alone. SC would love to know if "light-tasting" and "refreshing" focus-grouped with ratings normally reserved for puppies and Mom ([except for you, cat-man -- ed.]), since they seem to get a pretty intense workout, but the general message is "This is new; it's exotic; it's unfamiliar". The message to Spanish-speakers is: "Nestle understands you. We're your friends. You grew up with us (even though we only introduced this 2 years ago so you didn't really). You know you want what's inside this carton." There's no rule that says that English and Spanish placed side-by-side on a package have to say the same thing, but it's not often that you get an insight into just how differently marketers sell the same product to different crowds from simply reading the label.
Comments