2000/06/01 by Adreanna Bartholome, Richard Tewksbury, Alex Bruzzone · 7 citations
Business, Management and Accounting · Psychology · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Evolutionary Psychology and Human Behavior #Media, Gender, and Advertising
paper · doi:10.3149/jms.0803.309
openalex publication_date 2000/06/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/17
Interpersonal attraction of “men seeking men” in personal advertisements is investigated by using an electronic telephone advertisement system. One hundred and sixty-seven phone advertisements from men seeking men in Ottawa, Canada, were used in this study. Content analysis reveals themes and patterns in regard to inclusion of genital language, sexual roles, sexual acts, body language, race, and age. Results reveal a strong emphasis in advertisements' content on physical appearance and sexual relationships. Physical appearance and comments related to sex were mentioned in most ads, suggesting the importance of these two issues as strategies for securing responses when placing personal advertisements seeking men.