[O] tags pdfs vs. html

[m k]

Hello,

I am new to org-mode. When I place a tag :New: at the end of a line...when I export to html, the text new is visible highlighted in blue. However, when I export to pdf, the text :New: is there. How can I make the pdf display the same formatting as the html? 

Also, if I want the highlighting to be in yellow, how can I make that change?

Thank you.

Mark