Mercadeo/Guía de estilo

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This page is a translated version of the page Marketing/Style guide and the translation is 47% complete.

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Esta guía de estilo brinda lineamientos generales que han de observarse al momento de redactar materiales relativos al mercadeo, tales como comunicados de prensa, folletos y publicaciones de blog.

Abreviaturas

Al utilizar una abreviatura por vez primera, explíquela. Aun si parece obvia, es importante hacerlo para evitar que los recién llegados se vean obligados a buscar su significado (o retirarse a causa de la confusión).

Bad example: "Welcome to the July report. This month the BoD decided to..."

Good example: "Welcome to the July report. This month the Board of Directors (BoD) decided to..."

Some other common abbreviations used in the project:

  • AB - Advisory Board
  • AOO - Apache OpenOffice
  • DLP - Document Liberation Project
  • ESC - Engineering Steering Committee
  • L10N - Localization
  • MC - Membership Committee
  • NLP - Native Language Projects
  • ODF - Open Document Format
  • OO/OOo - OpenOffice.org
  • QA - Quality Assurance
  • RC - Release Candidate
  • TDF - The Document Foundation

En los materiales promocionales debe evitarse el uso de «LO» para abreviar LibreOffice. No añada puntos entre las letras de las siglas (no escriba «T. D. F.»).

Nota: las abreviaciones pronunciadas como una palabra (como NASA) son acrónimos; en cambio, aquellas cuyas letras se pronuncian separadamente (como QA) son siglas.

Adjetivos, sustantivos y verbos

Esta sección se aplica al idioma inglés.
  • back end es un sustantivo (The back end provides…); back-end es un adjetivo (Install the back-end database)
  • front end y front-end: ver back end más arriba
  • backup es un sustantivo (Always make backups); back up es una locución verbal (You should back up your data)
  • setup es un sustantivo (a successful Nginx setup); set up es una locución verbal (To set up Nginx…)

Voz activa y pasiva

In most cases, use the active voice to make text more engaging and lively:

Passive: "Your presentations can be enhanced with new feature X..."

Active: "Enhance your presentations with new feature X..."

Género

Esta sección se aplica al idioma inglés.

Evite utilizar he/she y his/her, porque queda bastante repetitivo:

Bad example: "When a user receives the document, he/she can read it on his/her computer after he/she has installed..."

Good example: "When a user receives the document, they can read it on their computer after they have installed..."

Palabras y frases que evitar

Estos términos están sobreutilizados y no encajan en el contexto del software de oficina:

  • amazing
  • incredible
  • revolutionary
  • unbelievable

Evidentemente, los lanzamientos y las prestaciones nuevas pueden suponer aportaciones positivas a los usuarios; con esto en mente, elija palabras como las siguientes:

  • impressive
  • remarkable
  • distinctive
  • market-leading

¿Software libre o código abierto?

Both are used throughout the LibreOffice project materials and documentation. The former tends to be associated with the Free Software Foundation, focusing on individual liberties, sharing, and freedom to control your computer and data. The latter is associated with more pragmatic aspects such as reliability and security.

If you use the term "free software", make sure it's clear that you're referring to "free speech, not free beer". Technical users may know what it means, but others may assume it's merely referring to zero cost. A link to The GNU page on free software can help here.

Comunicación con la prensa

When submitting a link to a journalist, provide some tempting information (a "hook") along with the link. So instead of just saying:

"LibreOffice 5.1 has been released - click here to learn more"

Use something like:

"LibreOffice 5.1 has been released today with X, Y and Z. It is available from here"

The more (interesting) information you provide to journalists, the less work they have to do to make a story out of it. If you have regular contact with a journalist, provide a different hook with each update.