It is these specific linguistic features that often present the greatest challenges to translators, especially when handling marketing texts. This is not simply because translations into Spanish may be 15 to 30% longer, making desktop publishing tasks that much harder for Spanish. When translating advertising texts, websites, headlines or slogans into Spanish, the translator also has to tailor the message to suit the idiosyncrasies of each Spanish or Latin American culture and tradition. Brand names for new products are a particular challenge. Great care must be taken to ensure that the name doesn’t have a second, inappropriate meaning in its target market. Launching a product without thoroughly researching its name may result in a negative impact on the company, and make the product less attractive, and damage its marketing potential. A fine example of this is the question that was put to the Latin American export market in the 1960s. Would a car with the name ‘Nova’ (which sounds the same as the Spanish No va for ‘does not work’) be a success? Obviously not. Vehicles with model names like ‘Q3’ (the adjective cutre, pronounced the same, meaning sleazy), ‘Matador’ (butcher) or ‘Laputa’ (prostitute) don not sound particularly attractive. It is unlikely that potential customers would be tempted to actually buy the vehicles, though they might be tempted to laugh! Clearly, engaging the services of a professional Spanish translator, who not only produces high quality translations but also has a thorough knowledge of the culture and traditions of the target country, is a sound long-term investment. The German to Spanish translations oneword offers its customers are all created by experienced native speakers who are careful to take distinctive country-specific features into consideration.