A time-series analysis of the use of personal columns
Date
1988
Authors
Heard, Kelley Ann
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Abstract
This study examined the longitudinal use of the personal column by comparing the contents of personal advertising through six decades A content analysis of sixty-six years involving 1990 individual personal advertisements from the Vancouver Sun were examined.
Results indicated personal advertising has increased over the decades. Several advertising patterns such as financial security, age of partner sought, attractiveness, personality traits, moral virtue and an accent on socially desirable characteristics have not changed over time. Other advertising characteristics have shown changes over time such as health traits, interest in relationship, hobbies/ interests, physical characteristics, sexual preference and marital status descriptives.