Courtship American Style: Newspaper Ads

This study investigated an increasing social phenomenon-newspaper advertising for dating or marital partners-in terms of the bargaining process involved. Content analysis of personal ads in a popular respectable singles newspaper revealed a pattern of offers and requests reminiscent of a heterosexual stock market. Exchange theory provided a theoretica! context for analyzing the personal ads. Findings confirmed expectations that advertisers sought to maximize their profit by presenting a positive image of themselves. In addition, traditionally sex-appropriate characteristics were claimed and desired, suggesting that shifting sex role expectations are not evident in this type of mate-selection.