The effects of T and V pronouns of address in COVID-19 vaccination advertisements among Dutch and German students.

Abstract

During the pandemic, the targeted application of pronouns proved successful in promoting certain behaviors among the population. The aim of this experimental study was to investigate the extent to which T vs. V pronouns of address have an effect on the persuasiveness of pandemic-related messages about the vaccine in Dutch and German students. In this study, 94 Dutch and German students took part in an online questionnaire, evaluating posters promoting the COVID vaccine containing either T or V pronouns of address. Findings showed that there were no differences in persuasive effects of T and V pronouns of address and no difference in the evaluation of the posters between Dutch and German students. This suggests that pronouns of address might not play a relevant role in the creation of persuasive messages in health communication for a young generation, especially students.