Posted by paulrivas on:
Driving south on North Fairview this morning on my way to UCSB, I heard a promo for the Chumash casino on Radio Bronco, 107.7 FM. In the ad, the announcer refers to Chumash Casino Resort as "El Chumash Casino y Resort". It sounds like, "El SHOE-mosh Caw-SEE-no e Re-SORT."
During Rivas Cultural Services' nine-month partnership with Trusted Translations, Inc. (who refer to themselves as "TROOS-ted Trans-LOT-e-ohnz" in Spanish), I learned that translating proper names isn't done and makes no sense, and I believe this still. But what piqued my interest wasn't the grammar - the grammar on Radio Bronco never inspires confidence. (Only moments earlier, one of the personalities lamented to an unreachable contest winner that, "/Se te fueron un par de boletos/.," where /se fueron/ is plural but /par /is singular - no good.)
What piqued my interest was that the announcer pronounced the "Chu" in Chumash as "Shoe", even though "ch" is a letter of the alphabet all its own in Spanish and Spanish-speakers commonly use the "ch" sound for the English "sh". It seems that someone at Chumash wants to be sure that Mexicans use the preferred pronunciation. I've heard both "Chumash" and "Shoemash" in English, but I'm calling 2-out-of-3 on this one, I for one am going to start emphasizing this majority pronunciation by heretofore referring to "The 'Mash" as "The Shoe". The Shoe. Furthermore, I submit that anyone who doesn't follow suit risks offending the Chumash gaming gods and deserves what he or she gets.