How Ugly Conquered the World
A Colombian Telenovela Adapts to Local Markets
Many popular American television shows, such as "The Simpsons," "The X Files," and "Grey’s Anatomy" have been dubbed or subtitled and become "must see TV" around the globe. Less often, foreign shows are adapted for American audiences, such as the popular imports "The Office" and "Who Wants to Be a Millionaire." But ever heard of "Yo Soy Betty, la Fea"? Well, actually, you probably have — as the Colombian series that inspired the hit American comedy "Ugly Betty."
As producers prepare these shows for new language markets, they are faced with a host of translation and cultural issues. For example: Which elements of a show will be universally understood across cultures? Where will a show need to add local color to truly engage a particular audience?
This second question of local color is a fascinating one to trace across the 19 versions of "Ugly Betty." In the U.S., Chinese and Greek markets, "Ugly Betty" producers have not only created story lines they hoped would resonate with local viewers but at times — for better or worse — have also upheld cultural stereotypes.
The Colombian Original: "Yo Soy Betty, la Fea"
The original Colombian series debuted in 1999 in the format of a telenovela, the highly melodramatic soap operas of Latin America. Betty is a young, intelligent woman who works in a fashion clothing company and is treated badly due to her appearance. As the story progresses a romance evolves between Betty and her boss, which leads ultimately to her downfall. Yet, Betty eventually overcomes her hardships, getting a makeover in the process.
As producers began to recreate the show for new markets they kept many of the original’s elements, such as the offbeat humor and cast of characters (e.g. the unattractive yet well-intentioned main character, the boss, the nerdy friend, the mean girl/rival, the gay stylist, the family, etc.). They also retained Betty’s looks no matter the culture: braces, glasses, thick eyebrows and zero fashion sense.
How was Betty transformed for U.S., Chinese and Greek markets?
The United States: Betty Finds Love With a Colleague
Still on the air today, the U.S. version of "Ugly Betty" premiered in 2006 with Betty as a Mexican-American girl who works for a fashion magazine in Manhattan. Betty is more politically correct when she finds romance with a colleague, not her boss. Betty’s appearance plays less of a major role in the story, while other factors like professional rivalry and even some mystery plotlines are given more prominence. The American show has self-contained storylines about topics such as immigration and U.S.-Mexican cultural differences rather than typical telenovela cliffhangers. Lastly, Betty’s family plays a more important role in the series and is structured differently — in the Latin American version Betty is an only child and lives with her mom and dad. In the U.S. version, Betty lives with her dad and her sister who is a single mom.
China: Betty Gets a Tan
The Chinese "Betty" premiered in 2008 as "Chou Nü Wu Di" ("The Ugly Without Rival"). Set in a cut throat advertising agency where image and appearance are everything, the women on the show conform to a more traditional mainland China female aesthetic: petite and with a gentler tone of voice than in the original Colombian version. Wu Di, the main character, in addition to the glasses, braces and lack of fashion sense, has a tan, which is considered unattractive in China. Despite these stereotypes, "Wu Di" broke from convention and was considered liberal due to its plotlines, an openly gay character and use of foreign fashion.
Greece: Betty Inspires
In 2007, "Maria, I Aschimi" ("Maria, The Ugly One") premiered on Greek TV. While the show stayed true to the original it felt like an original Greek story. Greek culture remains greatly influenced by the events in post-war Greece. After World War II, Greece underwent a civil war and a painfully slow recovery. During these hard years, Greek cinema was heroically optimistic and often portrayed people overcoming challenges through hard work, regardless of their social status. It appears that "Maria" became a hit because these themes continue to inspire Greek audiences today. The show also brought in aspects of traditional (or stereotypical) Greek family life employed in the films of the post-war years, such as an overprotective father who worries about morals and honor.
Betty Conquers the World
Betty has conquered the TV world with her genuine likeability, "real" storylines and positive message of self-esteem and acceptance. Localizing content for target audiences also added key elements that helped each version "speak to" its audience authentically. As any successful global company knows, quality with local appeal plays just as well in the business world as it does on television.
Contact Acclaro to learn how to adapt your website, marketing collateral, software or documentation so that it "speaks" to local language markets.