Eileen Brophy (asker) Mar 13, 2017:

@Charles Davis Thank you for confirming the Spanglish used. Sad the way money even destroys the way we use language these days.

Charles Davis Mar 13, 2017:

Lorena No problem!

lorenab23 Mar 13, 2017:

Oh sorry My page hadn't updated yet, I see Phil has already posted it.

lorenab23 Mar 13, 2017:

Charles You should post it as an answer, specially if it is a straight calque form the English :-/

Charles Davis Mar 13, 2017:

Aspiracional Horrible, I agree, but just a straight calque of "aspirational", which is an extremely common buzzword in marketing. Spanglish is dead right:

"When I worked in the beauty care business, we talked about the differences in marketing “needs” vs. “wants” (Cosmetics in particular is a very aspirational category) to our customers."
https://www.linkedin.com/pulse/blurred-lines-b2b-vs-b2c-mark...

"The difference between a Revlon lipstick and a MAC or Dior is $15 or $20, but the difference between an H&M sweater and a Prada sweater certainly isn't," Mr. Astrachan said. "It's an affordable but an aspirational category.""
http://www.crainsnewyork.com/article/20130825/RETAIL_APPAREL...

"This emphasizes that facial skincare is an emotional and aspirational category"
http://frattempo.co.uk/anti-ageing-skincare-–-terrific-prosp...

Etc., etc. Aspirational brands, aspirational marketing... it's everywhere.

I know your client doesn't like literal translation, Eileen, but here your Spanish text is a literal translation of an English marketing cliché.

Eileen Brophy (asker) Mar 13, 2017:

@lorenab23 Ha ha ha, death to "Aspiraciónal" (perhaps it comes from "aspiring to become popular....) Spanglish but HORRIBLE Spanglish!!!

lorenab23 Mar 13, 2017:

If you have a second you should read this:
https://bloguionistas.wordpress.com/2014/01/22/lo-aspiracion...

Eileen Brophy (asker) Mar 13, 2017:

@lorenab23 Headaches indeed!! Thanks for your comment.

lorenab23 Mar 13, 2017:

Apparently Aspiracional is a "marketing" [made-up] word which causes many headaches to translators. It looks like most have settled for "desirable". Let's see what other colleagues have to say...