Personal Relationship Ads: An Informal Balancing Act

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Abstract
This study is a grounded theory analysis of 1,169 personal relationship ads placed in the San Francisco Bay Guardian between 1973 and 1987. The results of the coding process yielded four major categories: Up Front, Con-Avoidance, Presentation of Self as Unique, and Appeal to Fate, which are described and illustrated. These categories are integrated into a model of anticipatory relationship management. Analysis of advertisements reveals ad placers' attempts to balance their desire for a relationship partner and the need to protect themselves from possible exploitation.

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