Few phenomena have incited as much passion as the unravelling of ‘creativity’ and few disciplines have brought about so many controversial expressions of it as advertising. In the bio-cultural framework of Intercultural Competence® the co-emergence of ‘ethical creativity’ is conceived to be pivotal for intercultural expertise. We suspect that interculturally competent individuals more habitually engage in ethical creativity, that is, the co-activation of a creative mindset and a benevolent moral mindset informed by a difference-oriented mindset towards the ‘familiar other’ as well as the ‘unfamiliar other’. In this framework, action is directly linked to perception, which, in turn, is influenced and shaped by the active creative mindset. To analyse ethical creativity as an intersecting process with the development of intercultural expertise, we designed and piloted a qualitative perceptuo-cognitive experiment including various advertising items to document the differences in perception of 34 leaders of small and medium enterprises and nongovernmental organisations (NGOs). The experiment consisted of 40 affective and culturalised visual items analysed with SR Research’s Data Viewer software. The eyetracking data were translated and clustered into gaze types and combined with the response patterns from the questionnaire for analysis. ‘Ethical creativity’ is regarded as a dynamic process emerging through the co-activation of benevolent, moral mindsets. A specific perceptual architecture emerges from the convergence of various sets of expertise. The process of becoming interculturally competent and being able to enact ethical creativity is linked to advertising campaigns. Such interactions (of perception with activation of mindsets) have the potential to profoundly shape the behaviours and understandings of consumers.

中文翻译：

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改变观念，改变生活–通过广告提升跨文化能力和道德创造力

很少有现象像“创造力”的破灭一样激起人们的热情，很少有学科像广告那样带来如此多有争议的表达。在“跨文化能力®”的生物文化框架中，“道德创造力”的共同出现对于跨文化专业知识至关重要。我们怀疑具有跨文化能力的人更习惯于进行道德创造，即创造性思维方式和仁慈道德思维方式的共同激活，这些思维方式是针对“熟悉他人”和“陌生他人”的差异导向的思维方式。在这种框架下，行动与感知直接相关，而感知又受到积极的创造性思维方式的影响和塑造。要分析道德创造力与跨文化专业知识发展的交叉过程，我们设计并进行了包括各种广告项目在内的定性感知认知实验，以记录34位中小企业和非政府组织领导人的感知差异。该实验由40种情感和文化化的视觉项目组成，这些视觉项目已通过SR Research的Data Viewer软件进行了分析。将眼动追踪数据翻译并聚类为凝视类型，并与问卷中的响应模式进行组合以进行分析。“道德创造力”被认为是通过仁慈，道德观念的共同激活而出现的动态过程。各种专业知识的融合形成了一种特定的感知体系。跨文化能力发展和能够进行道德创造的过程与广告活动有关。