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203121 Offers and Stipulation in Lonely Hearts Advertisements: A Comparison of Gender and Age. Abstract Research into gender differences, physical attractiveness, and those looking for partners with similar interests, has been greatly looked into by social psychologists using lonely heart advertisements as data. Discourse analysis of 80 newspaper advertisements were scrutinized to expose differences and similarities among genders into what one stipulates and seeks in lonely hearts adverts. 40 heterosexual female and 40 heterosexual male adverts were analysed. The hypotheses were accepted as the analysis noticed; men under the age of 40 offered more information on appearances than older men, men stipulated partners ages to be younger than them whilst women stipulated ages older than them, and that advertisers seek partners with similarities to themselves. Introduction At some point in their life most people will experience the feeling of loneliness Hayes (1995). Loneliness may be caused by a number of reasons and there are...

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