[HCDX] Meaning of La Consentida

[Henrik Klemetz <hklemetz@xxxxxxxx>]

Re the meaning of Mexican slogan?La Consentida?, DX
Listening Digest  #2-046 and NRC-AM list.

In English you cannot see from one single word, for
instance the adjective ?powerful?, if it is meant for
a person or an inanimate object, and less so if it is
referring to a woman or a man. Contrary to what is the
case in English, Spanish words, nouns and adjectives,
have feminine or  masculine gender, and so you can
understand from a casual adjective if it is meant to
be an attachment to a feminine or a masculine noun.. 

That is why ?la poderosa?, the powerful one, with the
typical ?a ending for feminine words, should refer to
something feminine, either a human being, or a radio
station (?emisora? ends in ?a and is a feminine word),
or both at a time.

Such ambiguities are very common in Spanish speaking
countries. On page 23 in my book ?Latin America by
Radio? (Helsinki, 1987), there is a list of Mexican
slogans, all of which have been deliberately chosen to
provide a catchy ambiguous meaning, for instance the
following:

La Tigresa, La Doña Norteña, La Tremenda, La Favorita,
La Super Sabrosa, La Costeñita, La Campeona, La Reina
del Mar, La Rancherita Contenta, La Pantera, La Chica,
La Divertida, La Consentida, La Jarocha, La
Correcaminos, La Pirata del Caribe, La Super Fiera, La
Chica alegre del cuadrante, La Cotorra de tu radio.

Take whichever Latin America country, and you will
find more of this.  Let me take just one single
example, the Bolivian Radio Pío XII, owned by a
Catholic order and much involved in dealing with human
rights issues of their primary listenership, which is
the indigenous mining population of the Bolivian
Altiplano. The slogan to be heard on the air, and seen
on their pennants, says
?Tu Compañera permanente?, ?Your permanent /female/
companion?.

When a Spanish speaking ham operator is talking to
another ham, he will sometimes refer to his XYL as ?la
primerísima?, which of course implies that there might
in fact be some other women in his life, a mistress,
?una consentida?. Having consented to an intimate
relationship with a married man, she expects him to
take care of some of her material needs, too, spoiling
her with presents of all kinds.

(Henrik Klemetz)



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