How does the strategic use of honorific language (keigo) directly influence the CTR of Yahoo! Japan search ads targeting senior citizens?

The strategic use of honorific language (keigo) significantly increases the click-through rate (CTR) of Yahoo! Japan search ads targeting senior citizens because it directly enhances ad relevance, trustworthiness, and cultural appropriateness. Keigo, which encompasses respectful and polite speech patterns, demonstrates a deeper understanding of Japanese cultural values that are particularly valued by older demographics. This heightened sense of respect translates to increased trust in the advertised product or service. Ads using keigo signal that the advertiser acknowledges and respects the user's age and status, creating a stronger connection. For example, using 'desu/masu' forms (polite verb endings) and honorific prefixes/suffixes ('o-' or '-sama') for key nouns and verbs makes the advertisement more appealing to seniors. An ad promoting health supplements might use 'o-kyakusama' (honorable customer) instead of just 'kyakusama' (customer) or no honorific at all; it would enhance perceived value. Conversely, omitting keigo, especially when competitors use it, makes the ad seem informal, less trustworthy, and culturally insensitive, leading to a lower CTR. Therefore, ads using keigo show a higher level of cultural sensitivity which can result in higher CTRs and better campaign performance.