Abstract This study explored the communication of marketing messages containing traditional, Western festive season symbols and rituals. Specifically, the research sought to understand the decoding of such messages portraying festive season symbols (like Santa Claus and Christmas trees) and rituals, by Afrocentric bottom of the pyramid (BOP) consumers. This qualitative study involved interviews with thirty-one participants in two metropolitan areas in South Africa. The study used a combination of semi-structured interview questions and treatments of two South African television advertisements and two newspaper advertisements depicting Western festive season symbols and rituals. The study revealed a broadly positive sentiment towards the festive season, where festive season activities allow participants to implement their Afrocentric cultural values of unity and collective responsibility. Findings also show that Afrocentric cultural values do affect the decoding of these marketing messages. There was also a variety of responses to marketing messages displaying the symbols of Christmas trees and Santa Claus, which were not common in BOP consumer households. The key recommendation highlighted by this study is that marketing messages communicated to South African BOP consumers should also consider Afrocentric values of unity and collective responsibility.

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解读营销信息中的西方节日符号和仪式：南非金字塔消费者研究的底部

摘要 本研究探讨了包含传统西方节日符号和仪式的营销信息的传播。具体而言，该研究旨在了解金字塔底层 (BOP) 非洲中心消费者对描绘节日符号（如圣诞老人和圣诞树）和仪式的此类信息的解码。这项定性研究涉及对南非两个大都市区的 31 名参与者的访谈。该研究结合了半结构化访谈问题和对两个南非电视广告和两个描绘西方节日符号和仪式的报纸广告的处理。该研究显示，人们对节日普遍持积极态度，节日活动允许参与者实施他们的团结和集体责任的非洲中心文化价值观。调查结果还表明，以非洲为中心的文化价值观确实会影响对这些营销信息的解读。对显示圣诞树和圣诞老人​​符号的营销信息也有各种回应，这在 BOP 消费者家庭中并不常见。本研究强调的主要建议是，向南非 BOP 消费者传达的营销信息还应考虑以非洲为中心的团结和集体责任价值观。对显示圣诞树和圣诞老人​​符号的营销信息也有各种回应，这在 BOP 消费者家庭中并不常见。本研究强调的主要建议是，向南非 BOP 消费者传达的营销信息还应考虑以非洲为中心的团结和集体责任价值观。对显示圣诞树和圣诞老人​​符号的营销信息也有各种回应，这在 BOP 消费者家庭中并不常见。本研究强调的主要建议是，向南非 BOP 消费者传达的营销信息还应考虑以非洲为中心的团结和集体责任价值观。