全球市場為了因應挑戰，很多商業品牌必須重新思考以往銷售的溝通模式。因此，媒體扮演著很有效率的溝通媒介。本篇研究試著了解透過媒體以宣傳播跨文化廣告的複雜性。研究問題有兩個： 1. 溝通模式是如何隨著媒體而改變？ 2. 媒體是如何在不同國籍與性別中扮演著媒介溝通的角色？為了建立研究的有效度和有效的測量出消費者對媒體的觀感，因此，本研究在不同八個國家中的大學使用問卷調查；研究顯示三個結果：1. 不同的媒體對不盡相同的人而言，會產生正面效果，而有時會有負面效果。 2. 依國籍利用適當的媒體工具作為跨文化廣告溝通的橋樑會比依性別效果來的大。 3. 在單一文化裡，不同的性別會影響不同媒介的選擇。

Nowadays to meet the challenges of global marketing, many brands are forcing to rethink the way they communicate. Therefore, effective communication through media plays an essential role. On this paper, the author tried to understand the complexity and confusion of cross-culture advertising through media. Two areas were examined: 1. How does communication change within media flows, and 2. How does media bridge cross-culture within nationality and gender. In order to establish the validity of our research, and obtain the measure of consumers’ attitudes toward the media, questionnaires were distributed to university students in eight different countries (Canada, China, Hong Kong, Japan, Korean, Taiwan, United Kingdom, and United States). Data were collected from June 2007 through October 2010 and explored by ANOVA (univariate). Our findings showed 3 significant factors; 1. Different media will create different effects on people that some are positive and some are negative; 2. The selection of what media are mostly influence by nationality than gender; 3. In the same culture, sometime there are difference within genders of selecting what media are appropriate.