"Personals" advertisements of lesbian women

Based on a design adapted from previous content analyses of the "Personals" advertisements of heterosexual men and women and of homosexual men, advertisements for lesbian partners were studied in the light of predictions derived from exchange theory and from the findings of other studies of lesbianism. Lesbians' advertisements, as hypothesized, were found to emphasize positive characteristics and to de-emphasize the negative; to be more like those of nonlesbian women advertisers than like those of men of either sexual orientation; and to tend toward an androgynous style. Implications of these and other findings are discussed.