Heard, Kelley Ann2024-08-142024-08-1419881988https://hdl.handle.net/1828/18146This 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.84 pagesAvailable to the World Wide WebThesis