ERIC Number: ED305303
Record Type: RIE
Publication Date: 1988
Reference Count: N/A
Advertising for a New Partner Still Shows Traditional Values.
This paper describes a study of 639 advertisements in the personals section of one newspaper in order to compare what females and males include in these advertisements. Results indicated that most advertisers described themselves rather than the person they would like to meet but that some differences did occur between male and female generated advertisements. Females were more likely than males to describe their own physical attractiveness and to ask for the psychological characteristics of sensitivity and caring and for financial security. Males were more likely than females to describe their financial security, height, and weight and to request physical descriptions of attractiveness and weight. Males requested a photograph more often than did females. Findings suggested the existence of a profile that represents the traditional U.S. values; men desire attractiveness and women seek financial security. (JHP)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Document contains light type.