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The Application of International Product Advertisements as Intercultural Learning Media

ELS Journal on Interdisciplinary Studies in Humanities · Vol. 8 No. 4 (2025) · pp. 1139–1149

DOI
10.34050/els-jish.v8i4.48582
ISSN
2621-0835, 2621-0843
Published
2025-12-08
Publisher
Hasanuddin University
Language
en
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Language acquisition inherently requires intercultural competence, yet understanding implicit foreign cultural nuances remains a challenge for learners. This study aims to describe the application of international product advertisements as intercultural learning media and to analyze students' understanding and responses regarding their utilization. The research employed a quantitative descriptive method with a pre-experimental One-Shot Case Study design. The participants were 31 fourth-semester students of the French Language Education Study Program. The treatment involved analyzing Toyota advertisements adapted for Indonesia and France to examine cultural contrasts within the 'savoirs' framework. Data were collected using knowledge tests and response questionnaires. The results demonstrated that the application of international product advertisements was highly effective. Cognitively, students achieved a satisfactory mean score of 80.26, attaining 100% classical mastery based on standard criteria. Students successfully identified that the Indonesian advertisement reflected broad social realities and collectivism, while the French advertisement emphasized national identity and individualism. Affectively, the media received a positive reception, with 80.6% of students responding "Strongly Agree" regarding its effectiveness. The study concludes that international advertisements are powerful, authentic tools that visualize abstract cultural concepts into concrete learning experiences, thereby significantly enhancing students' intercultural competence.

Keywords

Collaboration network of the authors

26 authors · 123 co-authorship links · 1 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • University of Brawijaya
  • Gunadarma University
  • Universitas Jambi
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Delfriana AyuAffiliation unknown1
Adinda Tri OktavianiAffiliation unknown1
Aulina Madhani SaragihAffiliation unknown1
Bagus Halfin ApriansyahAffiliation unknown1
Citra Mutiara LubisAffiliation unknown1
Desy Herawaty HarahapAffiliation unknown1
Herlisa SuhadaAffiliation unknown1
Inggiet AlvinaAffiliation unknown1
Lidya Hariyati RidhoAffiliation unknown1
Maisya NabillaAffiliation unknown1
Raudhatun NissaAffiliation unknown1
Regita CahyaniAffiliation unknown1
Zaid Al AfghaniAffiliation unknown1
Eva FitriyanaAffiliation unknown1
Ani Budi AstutiUniversity of Brawijaya1
Suci AstutikUniversity of Brawijaya1
Nur Silviyah RahmiAffiliation unknown1
Alifiandi Rafi MuhammadAffiliation unknown1
Ulfah MaisarohAffiliation unknown1
Diana SariGunadarma University1
Khairul AnwarUniversitas Jambi1
Nedy Yahya NurhadiAffiliation unknown1
Muhammad IsaAffiliation unknown1
Sardeni SardeniAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jish/oai, first harvested 3 Nov 2026, last seen 3 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The Application of International Product Advertisements as Intercultural Learning Media</dc:title>
	<dc:creator xml:lang="en">Ulfa, Maria</dc:creator>
	<dc:creator xml:lang="en">Handayani, Sri</dc:creator>
	<dc:subject xml:lang="en">Intercultural Competence</dc:subject>
	<dc:subject xml:lang="en">International Product Advertisements</dc:subject>
	<dc:subject xml:lang="en">French Language</dc:subject>
	<dc:subject xml:lang="en">Learning Media</dc:subject>
	<dc:description xml:lang="en">Language acquisition inherently requires intercultural competence, yet understanding implicit foreign cultural nuances remains a challenge for learners. This study aims to describe the application of international product advertisements as intercultural learning media and to analyze students' understanding and responses regarding their utilization. The research employed a quantitative descriptive method with a pre-experimental One-Shot Case Study design. The participants were 31 fourth-semester students of the French Language Education Study Program. The treatment involved analyzing Toyota advertisements adapted for Indonesia and France to examine cultural contrasts within the 'savoirs' framework. Data were collected using knowledge tests and response questionnaires. The results demonstrated that the application of international product advertisements was highly effective. Cognitively, students achieved a satisfactory mean score of 80.26, attaining 100% classical mastery based on standard criteria. Students successfully identified that the Indonesian advertisement reflected broad social realities and collectivism, while the French advertisement emphasized national identity and individualism. Affectively, the media received a positive reception, with 80.6% of students responding "Strongly Agree" regarding its effectiveness. The study concludes that international advertisements are powerful, authentic tools that visualize abstract cultural concepts into concrete learning experiences, thereby significantly enhancing students' intercultural competence.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2025-12-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/jish/article/view/48582</dc:identifier>
	<dc:identifier>10.34050/els-jish.v8i4.48582</dc:identifier>
	<dc:source xml:lang="en">ELS Journal on Interdisciplinary Studies in Humanities; Vol. 8 No. 4 (2025): DECEMBER; 1139-1149</dc:source>
	<dc:source>2621-0835</dc:source>
	<dc:source>2621-0843</dc:source>
	<dc:source>10.34050/els-jish.v8i4</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/jish/article/view/48582/13837</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Maria Ulfa, Sri Handayani</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>