Exorcising Dust – a Reflection on Cultural Differences in Understanding Ads

The paper at hand demonstrates a methodology of teaching intercultural differences, based on an exercise using the analysis of advertisements. The method was used in two MOOCs (Massive Open Online Courses) called cope 14 and cope 15 and, in slightly adapted form, in a lecture in cross-cultural management on Bachelor Level. This method aims at reflecting the own expectations on how the other side will react to different marketing messages and to learn about cultural differences by comparing these expectations with actual feedback. In the MOOCs students researched ads, which they considered worthwhile for discussion and presented them on the online platform, together with their own opinion or interpretation, asking their colleagues for theirs. The resulting media gallery and the connected discussions on different social media, demonstrate the scope and reach of this student centred teaching method. In total more than 600 media were presented, analysed and discussed. On the Bachelor level, more than 150 students from two courses in Austria and India had the task to choose ads, they believed to be understood differently by the other side and reflect on those expected differences. After the reflection was done and the expectations have been put to paper, the students had the opportunity to transmit the ads to their colleagues and ask them concrete questions about what they think about them. Example ads from both learning environments are presented, analysed and discussed concerning the differences found between the expectations of one side and the real feedback of the other side. The results clearly indicate, that cultural dimensions could be used to explain some, but not all – or even the majority of all upcoming issues and that alternative models of explanation need to be used. The use of student centred learning scenarios proved to be a powerful way for teaching intercultural management issues.