In TV ads, it was observed that such

this study the researcher focused on intercultural exposure that has been
largely neglected in EFL contexts. It has investigated whether the use of
multimedia to deliver intercultural TV ads can contribute to improving
learners’ intercultural sensitivity and can positively impact on classroom
climate. Using a mixed methods quasi-experimental research design with two
groups of upper-intermediate learners in Iran, a significant improvement was
found in the intercultural sensitivity and classroom climate for the
experimental group but not for the control group. The
statistical analysis tested the hypotheses and answered the research questions
as follows:

The first research question was:

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RQ1.  How can intercultural TV advertisements affect
EFL learners’ intercultural sensitivity?

     The response to this research question was
confirmed through the first hypothesis which claimed that using intercultural
TV advertisements can positively affect EFL learners’ intercultural sensitivity
.During the process of integrating intercultural TV ads, it was
observed that such a method of intercultural exposure helped the students
become respectful of the diversities of cultures when interacting with people
holding strange behaviors and ideas. In effect, the students learn to understand
and respect both their own and others beliefs and attitudes. The positive improvement in the
intercultural sensitivity of the experimental group in this study supports
findings in (Balatova, 1994; Shepard, 1996; Davis, 1997; Smith & Rawley, 1997;
Eun, 2003; Erkaya, 2005; Kern, 2008; Bremer, 2011;
Allehyani, Burnapp & Wilson, 2017) according to which the use of authentic materials appears to provide a
great opportunity for the students to notice, respect, and appreciate cultural
differences. The findings of this study indicated that through the expansion of intercultural sensitivity,
the students can accept and integrate different cultural views into their own,
which facilitates adaptation to any new environment. In a
similar way Aly?lmaz and Er (2016) state when the cultural learning includes
the recognition of the student’s own culture, it means that the student’s attitude
to cultural learning will be positive. Cultural teaching should not only teach
the target culture but also create home culture awareness and strengthen
intercultural communication. The role that culture plays in international commercial
communications cannot be denied in this study as it is also mentioned by
Kalliny et al. (2011) that advertising reflects the culture in which it appears