Perceptual Reflections of Digital Advertisements on Students’ Attention and Learning Motivation: The Case of Cyprus American University

This study examines the reflections of digital advertisements encountered by students in their study environments on their attention and learning motivation processes. The research adopts a qualitative approach to explore the experiences of Cyprus American University students with online advertisements they come across while studying on various digital platforms. The study aims to determine how students direct their attention when exposed to advertisements, how this situation affects their motivation to study, and what kinds of awareness emerge in their perceptions of the learning process. According to the interview findings, most students reported that advertisements distracted them and reduced their desire to study. However, some students considered this situation as a natural part of the digital environment and stated that they had become accustomed to it over time. The research was conducted using the phenomenological design, one of the qualitative research methods. This approach aims to gain an in-depth understanding of students’ perceptions and awareness regarding their experiences with digital advertisements in study settings. Data were collected through semi-structured interviews conducted with 30 students and analyzed using descriptive analysis. The findings indicate that digital advertisements create perceptual differences in students’ study experiences in terms of attention management, cognitive focus, and learning motivation.