This research starts from the assumption that intercultural communication will be more effective if we have in mind the cultural differences, or in other words, the differences in perception that can occur in this communication. We emphasize, therefore, that the objective of this study is the comparative analysis of the perception of multimodal texts, more specifically, printed advertisements in Brazil and Germany. That means the study of how Brazilian learners of GFL (German as a Foreign Language) and German learners of PFL (Portuguese as a Foreign Language) interpret these advertisements. This analysis pays attention to the intercultural dimension involved in this activity, highlighting the importance of this dimension to the process of teaching / learning foreign languages / cultures. The data were collected through semi-structured interviews with learners in language schools in Brazil and Germany, and were analyzed based on concepts developed primarily in the areas of Sociolinguistics, Cross-Cultural Studies and Social Anthropology. The data analysis aims to identify not only the cultural aspects more directly related to linguistic usages (use of personal pronouns and forms of address, for example), but also the more subjective cultural aspects (like the perception of emotional states, the view of work, among others). The results show a rich and potential material for research, study or consultation for everybody who is interested mainly in the area of teaching and learning GFL and PFL and of cross-cultural studies Brazil-Germany.