Abstract
Based on a design used in previous research with heterosexuals "Personals" advertisements, this study reports a content analysis of 359 ads placed by male homosexuals. Following exchange theory, it was hypothesized that, as with heterosexuals, a favorable presentation of self would characterize the advertisements. Further hypotheses predicted that homosexual ads would be more frank than are heterosexual ads and more specific about goals for desired relationships, and that homosexual ads would reflect the "virilization" of the male homosexual subculture. All predictions were strongly supported. The overtly sexual explicitness of many of the advertisements was explained on the basis of differences between same- and cross-sex relationships, and male/female differences in conceptualizing "love."
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