Media Mating Ii

Personals” Advertisements of Lesbian Women

Bibliographic Data

ID3626839
AuthorsMary Riege Laner (Arizona State University, corresponding author), Mary Laner (Arizona State University)
Year1978
Volume4
Issue1
Pages41-62
Publication date1978-11-22
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Homosexuality (JOURNAL)
Journal identifiersISSN: 0091-8369 • E-ISSN: 1540-3602
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1300/j082v04n01_04
PMID722058
OpenAlexW1890416269
LanguageEN
Citations received19

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

Advertising · Art · Developmental psychology · Homosexuality · Human immunodeficiency virus (HIV · Lesbian · Male Homosexuality · Mating · Psychoanalysis · Sexual orientation · Style (visual arts · Consumer Behavior in Brand Consumption and Identification · Gender, Feminism, and Media · Media, Gender, and Advertising · Medicine · Psychology · Social Psychology

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