Abstract
This study examined self-presentation strategies in the personals ads of heterosexual and homosexual men and women. Ads were coded for physical descriptors and offers of and appeals for attractiveness, financial security, expressiveness, instrumentality, sincerity, and sexual activities. The interaction of gender and sexual orientation was often the best predictor of ad contents. Specifically, (a) gay men emphasized physical characteristics most and lesbians least; (b) heterosexual women mentioned attractiveness more than lesbians did; (c) women solicited more expressive traits and offered more instrumental traits than men; (d) gay men mentioned sexuality more than other advertisers; and (e) heterosexuals were more likely than homosexuals to pursue long-term relationships and to mention sincerity and financial security. The advantages of using personals ads as a source of data about self-presentation, societal definitions of attractiveness, and changing social forces are discussed.