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All Journal ELS Journal On Interdisciplinary Studies in Humanities
Sri Handayani
Semarang State University
Languange, Linguistic, Communication & Media Social Sciences Other

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The Application of International Product Advertisements as Intercultural Learning Media Maria Ulfa; Sri Handayani
ELS Journal on Interdisciplinary Studies in Humanities Vol. 8 No. 4 (2025): DECEMBER
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34050/els-jish.v8i4.48582

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.
Analysis of Multiculturalism Content in Book Édito 1 to Support Character Building of Beginner French Language Students Eva Fitriyana; Sri Handayani
ELS Journal on Interdisciplinary Studies in Humanities Vol. 9 No. 2 (2026): JUNE
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34050/els-jish.v9i2.51318

Abstract

This study aims to analyze the multiculturalism content in the Édito 1 textbook and its contribution in supporting the strengthening of the character of beginning French language students. The study uses a qualitative approach with a content analysis method. The research data are in the form of text, images, and audio and video transcripts contained in the Édito 1 book. Data collection techniques are carried out through documentation, while data analysis is based on indicators of multiculturalism values which include learning to live in differences, building mutual trust, maintaining mutual understanding, upholding mutual respect, open-mindedness, appreciation and interdependence, and conflict resolution and non-violent reconciliation. The results of the study show that there are 48 multiculturalism contents spread across ten units, with the dominant indicators of learning to live in differences and appreciation and interdependence. These findings indicate that the Édito 1 book does not only function as a language learning tool, but also as a medium for instilling multicultural values that support the formation of student character, such as tolerance, openness, and appreciation of diversity.  The absence of indicators for conflict resolution and reconciliation is understandable, as this book is intended for A1-level learners who are still at the basic communication stage. Therefore, Édito 1 is relevant as a teaching material to support multicultural education and strengthen the character of beginning French language students.
Co-Authors Eva Fitriyana Maria Ulfa