Literature Review # 11: "Gendered Differences in Heterosexual Dating: A Content Analysis of Personal Ads

“Gender Differences in Heterosexual Dating: A Content Analysis of Personal Ads.” By: Larry M. Lance
Lance, Larry. "Gender Differences in Heterosexual Dating: A Content Analysis of Personal Ads." Journal of Men's Studies V. 6 No. 3 (Spring 1998) P. 297-305, 6.3 (1998): 297-305.

There are many different characteristics that people look for in meeting, dating, and possibly finding romance with someone. This article conducts a study to figure out which characteristics in a person are most sought after from both men’s and women’s points of view. They studied 1,433 descriptive ads in magazines and newspapers in the southeastern states of the U.S. Studies conducted in 1977 found that the most frequent characteristic that men seek in women is attractiveness and fertility, which usually refers to a younger woman. In the same study in 1977, women frequently look for a man that would provide financial security, which usually referred to an older man. In a recent study conducted in 1995, which reviewed magazine and newspaper ads about which characteristics are preferred by both men and women, it was found that personality characteristics (sense of humor, kind, honest, warm, and intelligent) are important in the search for a potential partnership for both men and women. However after ranking personality as the number one characteristic, men then ranked attractiveness as number two on the chart of top five characteristics. Women ranked financial/professional/educational characteristics as number two below personality on the chart. This suggests that the women’s movement had an influence on women in searching for a potential heterosexual partner. During the women’s movement, women were encouraged to further their education and strive for careers, thus changing a women’s perspective for which characteristic is most important in a potential partner. Women no longer need to look for a partner that is financially stable because women can earn a reasonable income to survive independently. Therefore preferred characteristics for men and women are slowly shifting. Both focus on personality as opposed to good looks and financial stability.



-V.Lopez