ABSTRACT
In this chapter, the author explains the idea that storytelling is different according to different cultures, and this is an important thing to consider when creating messages to Hispanic consumers. The author gives an example from his professional experience on how sometimes an idea can’t or shouldn’t be just translated from English to Spanish, as there’s a cultural component to be considered. The chapter also discusses this topic with an industry subject matter expert that compares famous books from the British, American, and Hispanic cultures and demonstrates how their style exemplifies the different storytelling preferences for each culture.
