Effects of pronoun use in campaign advertisements on young Taiwanese voters

Abstract

Campaign advertisements can greatly influence voters; however, the effects of subtle variations in advertising content have rarely been investigated. This study was conducted to quantify the effects of minor variations in pronoun use on young Taiwanese voters’ responses to campaign advertisements. Also examined were the moderating effects of voters’ perceptions of the candidate’s personality characteristics as shaped by the candidate’s physical appearance and the camera angle used in the candidate’s photo. The experimental results indicated that the use of the pronoun “we” in a campaign advertisement led to a closer perceived relationship between voters and the candidate compared to the inclusive pronoun “you,” which generated better advertising effects. Moreover, the results showed that when the voters visually inferred that a candidate had higher competence or when the candidate was photographed from a low angle, which created the perception of greater power, the use of the pronoun “we” was more suitable. The inclusive “you,” in contrast, was more suitable for candidates that were perceived by the voters to have greater warmth or for candidates that were photographed from a high angle, which created the perception of less power.