PhDr. Jitka Vlčková, Ph.D.
Katedra anglistiky a amerikanistiky
Love lines: personal advertisements
in Australia and Canada
Keywords: postcolonial,
media, sociolinguistics.
Annotation: Personal
advertisements can be seen as mirrors of societal values and standards. They are written by laymen who attempt to show
themselves in a most positive light and
thus attract the ‘right’ person’s attention. The article mentions the strategy
used in advertising and considers
prominent phenomena which are present in the ads. Comparisons of frequencies of
expressions and collocations give insight into the linguistic representations
of the most recognized and desirable values in Canada and Australia.
Anotace: Na seznamovací inzeráty je možno
pohlížet jako na zrcadlo sociálních hodnot a norem. Autory inzerátů jsou laici,
jejichž cílem je představit se v co nejlepším světle, a následně upoutat pozornost žádoucí osoby.
Článek pojednává
o textové strategii seznamovacích
inzerátů a uvádí nejvýznamnější rysy těchto textových kolonií. Interpretace
četnosti výrazů a kolokací umožňuje identifikovat a porovnat uznávané
hodnoty v Kanadě a Austrálii
Love Lines: personal advertisements in Australia and
Canada
Introduction
Personal advertisements
appear in a wide range of publications in columns with headings such as ‘Love
Lines’, ‘Meeting Point’, ‘Lonely Hearts’ etc. Newspapers, journals, more
recently the Internet and other media took over the role of the by-gone
matchmakers. In a world that is getting more and more densely populated,
finding a life partner becomes increasingly difficult. Though one may expect
the urban environment to offer lots of opportunities for social life, contacts
and interactions, which are decisive for a person’s self-esteem and
satisfaction in life, often remain superficial and only reflect the paradoxical
phenomenon typical of places with dense concentrations of people - alienation.
Being amongst dozens of other humans does not prevent individuals from feeling
abandoned. In Australia and Canada it is also the vast distances between some
settlements which may hinder the possibility of personal contacts.
Personal advertisements
thus originate in people's need to find a solution to their loneliness. People
therefore either turn with their problem to various agencies or they put an
advertisement in a newspaper or magazine. By putting in an advertisement, a
person enters an imagined market with the aim to sell one’s qualities at the
best price possible.
Strategy of personal
advertisements
The presented paper is
based on an analysis of 500 Australian and 310 Canadian personal advertisements
both from serious newspapers and tabloids.
In this study I only considered advertisements submitted by people who
were looking for partners of the opposite sex.
The aim is
to show what language can reveal about the characteristic features of an
individual, of a community, and consequently, of a nation. While the extent, or
length, of personal advertisements is more or less standardised all over the
world, the same cannot be said about their structure and especially values and
societal assumptions that are implicated in them.
The discussion will
include advertisements submitted by white people born in Australia and Canada,
people born outside these countries and people of other ethnic backgrounds,
especially Asian. It will look at the values communicated by immigrants in
their new country and compromises between
(or adjustments to?) their ethnic and the new (predominantly white)
culture which has its roots in British culture.
Unlike commercial
advertisements, which are ingeniously created by advertising specialists and
address a wide public, personal advertisements are produced by laymen in the
field of advertising who wish to present themselves in a way which will attract
the ‘right’ person's attention. In these pieces of phatic communication the
writer (usually one person) addresses an unknown, ‘ideal’ reader (usually also
one person). The main goal is not to provide information but to mediate
contact. Everything that the text conveys is to serve this goal.
The advertisements, though
designed by laymen who usually follow the conventions, reflect the strategy,
which is current in commercials, AIDA:*
ATTENTION -the reader is
attracted;
INTEREST - the reader is
tempted to continue reading
DESIRE - the reader wishes to meet the advertiser
ACTION - the reader
answers
In other words, the text
should stimulate the reader emotionally and selectively and motivate him/her to
respond.
The first phase, i.e.
attention drawing, seems to be the most important. The writers attempt to
put ‘the most appealing’ aspect/s of
their personality in the initial part of the advertisement.
I considered male and female
advertisers separately. The reason was that gender related studies, namely
Deborah Tannen’s, found that women and men practise a sort of cross-cultural
communication when talking to each other. Messages sent by a person of one
gender are perceived through, what she calls, ‘an asymmetrical filter’. This
means that the semantics of an expression can be different for men and for
women; there may be different connotations and thus different aspects may be
less appealing for one or the other sex. Tannen says that ‘men communicate in
order to be respected while women do so to be liked’ (in: Virginia Langsdorf,
1994, 10).
Let’s have a
look now at ways in which colonisation, immigration and different historical
developments affected some accepted standards and recognised values and how
these can be traced in personal advertisements both in Australia and Canada.
AUSTRALIA
Ex.1:
AUSSIE MALE
24yrs old, 6‘3” blue eyes, brown hair, likes swimming, water sports drives,
movies & a good joke. Seeks lady 18-25 with gd.sense of humour, for
friendship, view relationship.
Ex.2:
ATTRACTIVE LADY 38, single, slim, 49 kg,
150cm,
educated, reliable, romantic at heart and good sense of
humour. Enjoys travelling, dining out.
Seeks gentleman who has
similar qualities.
The typical male
Australian advertiser will mention his Australian nationality. My material
showed that 33% of male advertisers put in the first position, which is usually
in bold letters, expressions which refer to Australian nationality, only then
come the age, physical attractiveness, professional career or a personal trait.
In women, physical attractiveness comes first in 34%, nationality only in about
14%, 40% of which are other than Australian (usually Asian), making thus 5.6%
of the total. The data suggest that
‘Australian nationality’, especially in men, adds to the social status
of the advertiser by implying that he is a member of the dominant white group. The Australian National Dictionary from 1988,
however, gives the following definitions of ‘Australian’:
1. AN ABORIGINAL
2. A NON-ABORIGINAL PERSON NATIVE OR RESIDENT TO
AUSTRALIA
It is quite obvious that
the ads do not even admit the first definition.
This view may be supported by a report on an interview with white
University students in Australia which revealed that ‘to meet an Australian’
definitely did not mean ‘to meet a
Koori’, nor a non-Caucasian or Mediterranean but most
likely someone of Anglo-Saxon
background. If a person was Caucasian
born overseas then the person was usually considered ‘a new Australian’ (cf. Langsdorf,1994, 31).
Australians are believed
to be rather laid back with not much respect for social ranks. Hardly any man
in Australia would describe himself as gentleman while most of them are
looking for a lady. Also women
frequently describe themselves as ladies. One of my previous
studies revealed that this phenomenon may be a remnant of the colonial past.
Female convicts were always referred to as ‘women’ and not ‘ladies’. There was also the Female factory
for convicted women in Sydney. A lady, on the other hand, was a woman of
social distinction, a well-bred woman, it means it was a term connected with
the English ruling class.
And how close do men and
women from other ethnic backgrounds come to the standards suggested above? Most
of them offer and wish qualities mentioned in other ads, the lexical choices,
however, are different:
Ex.3
SRI LANKAN/Australian,
handsome university educated bachelor, 34 years, 5’4” seeks attractive non/smoking
lady for friendship/relationship. Age 19-49, nationality open.
While the most frequent
reference to physical appearance in most male ads is words like fit and
attractive, this advertiser uses handsome, which – if used by other
Australians, appears in the older age groups (around 60). Also his
self-identification bachelor, reminds the wording typical of
advertisements in India. On the other hand
he does not offer marriage and he is willing to accept a partner up to
15 yrs older than himself, something
very unusual in his home (=Sri Lankan) culture.
Ex.4:
How different is then the
following ad by an Asian female, which verbalizes values highly recognised in
her culture. As in the case of bachelor
above, girl may be suggesting chastity. She is looking for a legally
confirmed relationship in which the husband’s position and age should provide
for permanent security.
Ex.5:
ASIAN GIRL, very nice, 27 yrs., educated, seeks Aust. prof.
gent, n/s, 28 – 37yrs, for marriage.
CANADA
Ex. 6:
COMMUNICATIVE
SWM,25, I am tall, blond
with blue eyes, outgoing and spontaneous. I like fishing, movies, walks and
having fun. Searching for a SWF, 23-37.
The
attraction drawing is done through the heading. This comes in many different
forms, ranging from one-word descriptions (Honest, Genuine, Handsome,
Communicative) to whole phrases, some of them in the form of direct appeal,
that aim at encouraging the reader (Let’s mingle, Don’t wait, Contact me). In my materials, direct appeal never occurs
in people of Asian background; it may sound
too ‘pushy’ to them, which is not in complience with the norms in Asian
culture.
The
initial part of the advertisement brings information about the ethnic
background, or rather, the skin colour of the advertiser. This is usually
white, abbreviated to, e.g. SWM (= single white male) complemented by a
description of physical features which often make it obvious that the ad refers
to a white person (blue eyes, blond hair). About 50% of male advertisers and
75% of women specify the desired ethnicity in their prospective partner, and
this is usually again white. The ethnic background seems to be more important
than any other physical feature. The abbreviations (SWF, SM, SEIM, SAM – single
white female, single male, single East Indian male, single Asian male) include
both self- and partner’s identification, i.e., male and female. Male
and female, according to Wierzbicka, are neutral references signaling
equality. There was not a single case of a lady; and even the phrase ‘ a
man who knows how to treat a lady’ found in Australian ads appears in
Canada as who knows how to treat a woman’.
In women, more than 75%
desire a partner, who is white. Other
most frequently desired attributes are honest, loving and humorous.
Hardly
any of the advertisers says something about their education or profession.
Neither the listed interests suggest their secure job or position or good
income. The advertisers refer to themselves and their prospective partners as males
and females, which, according to Wierzbicka (1997) is a neutral
reference, and signals equality.
How is it with people from other ethnic backgrounds?·
”The Canadian legislation
does not favour any ethnic group. Native Canadians are no longer looked down
on. On the contrary, being a native Canadian adds to their desirability by the
opposite sex”, is what I learned from the people I interviewed. But – is it
really so? My advertisements suggest that the identification of a native
Canadian comes only in self-description and not in partner’s description, i.e.
no one advertises for a native Canadian. It seems therefore, that to be a
Native Canadian is something that is happily accepted by Native Canadians
themselves, rather than a quality desired by other ethnic groups. It remains a
question why Native Canadians usually advertise for a white partner, and in my
sample, never for someone of the same ethnic background. I would presume that –
somewhere in their subconsiousness - there is still the heritage of the time
when Native Canadians were seen as inferior. Dating, or even marrying a white
person, i.e. a member of the dominant majority, may add to their confidence.
Unlike other advertisers, most native Canadians do not describe their physical
features (except age and height) but rather character qualities. It seems that
they want to counteract some prejudices that may have its roots in the past. On
the other hand, by advertising for a person of some other ethnic background
they signal they do not want to follow the traditions of their culture, which
may again signal that in their subconsciousness they still do not consider it
equal.
Ex.7:
N/S(=non-smoker) SNCM, 44, 5’5”, a good person
and very easygoing. I enjoy things such as carving, walks and jogging. If you
are a SWF, 39-44, let’s meet soon.
Ex.8:
Compassionate, SNCF, 40,
seeks compassionate and easygoing SWM, over 45. Enjoys walks, quiet evenings at
home and the country life.
SAM, 33, 6’, with dark hair
and brown eyes. Interests are sports and all outdoor activities. Looking for a
tall, SWF, under 30, who is open-minded and easygoing.
Ex.10:
These advertisers evidently
want to blend with the white majority. They signal it not only by looking for a
white partner but also the structure and wording of their ads. They stress their appearance (references to
their hair and eyes) and interests that are popular among white Canadians.
Asian women frequently look for protection and thus wish for a partner in a
position which would secure constant income.
Australia and Canada: similar
or different
When looking at the similarities and
differences in Canada and Australia, it may be useful to mention a few theories
as the starting point: ‘Language strongly affects and maybe even determines
one’s view of the world’ say some theories (Cameron 1992.6) and, as Wierzbicka
(1997.31) adds, ‘the meanings of words provide evidence for the reality of
cultural norms and shared conceptions’. Considering the most frequent words
used in the ads from the angle of the thesis that ‘the frequency of words, i.e.
repeated meanings give us a clue to the accepted standards’ (Stubbs 1996,235),
then:
In both post-colonial countries one’s ethnicity
as well as the partner’s is important. While in Australia references to
nationality (Australian, Sri-Lankan, Greek) and less frequently
to race (Asian, Caucasian) are frequently, but not always, part
of a person’s description, in Canada the
reference to skin colour abbreaviated to a generally consented form (SWM,SNCF,
SBM, i.e. single white male, single native Canadian female, single black
male, etc.) is an inseparable part
of a person’s identification.
Other most frequent
expressions are:
Australia: 1.attractive,
2. professional, 3.movies, 4.friendship, 5. relationship
Canada: 1. honest, 2.
caring, 3.movies, 4. travelling, 5.walking
Attractiveness which is
number one among the attributes in Australian ads may be connected with the so
popular Australian beach culture and exposing one’s body to the sight of other
people. Canadians look more for character qualities (honest, caring) which
may be thought a presupposition for ‘friendship’ and ‘relationship’ advertised
openly by Australians. Canadians only seldom mention the intended relationship.
Though the purpose of
personal advertising is clear to all involved, marriage as a goal of the
ad is almost a taboo. ’Marriage is a legal union of a man with a woman for
life’(Macq.Dict.). Words suggesting life-long commitment are not popular
today as anything that may sound as restricting personal freedom. In Canada,
expressions carrying the connotation of freedom (outdoors, walking,
travelling) rank among the top values.
Conclusion
Both in Australia and
Canada the ethnic background of both the writer and the prospective partner is
a strongly discriminative factor. Physical appearance is described in rather
vague terms in Australia (attractive, slim) while in Canada the
judgement is left with the reader who is provided with information on the colour of writer’s
eyes and hair, their age and height. Other attributes and qualities
mentioned in the ads rather support the stereotypical view of tall and well
positioned men (hence the high
occurrence of professional) and beautiful and slim women. Canada, on the
other hand, favours more egalitarian attitudes both in identification (male,
female in SWF, DBM, etc.) and in qualities and activities offered and
searched for in the prospective partners.
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used
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TACT/tact1.html
The study is carried out
as part of the research project GAČR 405/02/0349.
* (explanations adapted to the needs of personal ads)
· My interpretation of ethnic backgrounds is largely based on interviews of Canadians living in my country, i.e. the Czech Republic. All of them were white
Bibliografický údaj: VLČKOVÁ,
J. Love Lines: Personal advertisements
in Australia and Canada. In
Mira Bucholz (ed.). Postcolonial Subjects : Canadian And Australian Perspectives,
Torun 2004, s. 209-217.