Men as success objects and women as sex objects: A study of personal advertisements

  title={Men as success objects and women as sex objects: A study of personal advertisements},
  author={S Davis},
  journal={Sex Roles},
  • S. Davis
  • Published 1 July 1990
  • Psychology
  • Sex Roles
A study was made of 328 personal advertisements sampled from a major daily Canadian newspaper. It was found that gender differences for desired companion attributes were consistent with traditional sex role stereotypes. Relative to the opposite sex, women emphasized employment, financial, and intellectual status, as well as commitment, while men emphasized physical characteristics. Physical characteristics were the most desired, regardless of sex. Secondary findings were that, for this sample… 

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  • Sex Roles,
  • 1986