Laner M R
J Homosex. 1978 Fall;4(1):41-61. doi: 10.1300/J082v04n01_04.
Based on a design adapted from previous content analyses of the "Personals" advertisements of heterosexual men and women and of homosexual men, advertisements for lesbian partners were studied in the light of predictions derived from exchange theory and from the findings of other studies of lesbianism. Lesbians' advertisements, as hypothesized, were found to emphasize positive characteristics and to de-emphasize the negative; to be more like those of nonlesbian women advertisers than like those of men of either sexual orientation; and to tend toward an androgynous style. Implications of these and other findings are discussed.
基于从先前对异性恋男性和女性以及同性恋男性的“征友”广告内容分析中改编而来的设计，根据交换理论和其他女同性恋研究的结果所做出的预测，对女同性恋伴侣的广告进行了研究。正如所假设的那样，女同性恋者的广告被发现强调积极特征而淡化消极特征；与非女同性恋女性广告商的广告更相似，而不像任何一种性取向的男性广告商的广告；并且倾向于一种雌雄同体的风格。讨论了这些及其他发现的含义。
