Decoding Western Festive Season Symbols and Rituals in Marketing Messages: A Bottom of the Pyramid Consumer Study in South Africa.

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 Afroc...

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Detalles Bibliográficos

Publicado en:	Communicatio: South African Journal for Communication Theory & Research Vol. 46; no. 1; pp. 61 - 87
Autores principales:	Lappeman, James, Zornitta, Chloë, Mowzer, Zeenat
Formato:	Artículo
Publicado:	Taylor & Francis Ltd Mar2020
Materias:	Decoding algorithms Rites & ceremonies Signs & symbols Afrocentrism South Africa
Acceso en línea:	Ver este registro en EBSCOhost