The Birth of Personal Ads in 17th Century England

The history of personal advertisements for marriage traces back to an unexpected corner of 1695 London. Nestled between notices for Arabian stallions and cobbler apprentices in the financial biweekly “Collection for the Improvement of Husbandry and Trade” appeared a revolutionary four-line message: “A gentleman aged 30, of considerable estate, desires to meet with a young lady who has a fortune of £3,000 or thereabouts.” This unassuming paragraph marked the world’s first known newspaper personal ad for marriage.

The £3,000 figure represented substantial wealth at the time, equivalent to approximately £600,000 in today’s currency. While the outcome of this pioneering matchmaking attempt remains lost to history, publishers quickly recognized the commercial potential. By 1710, all 53 registered newspapers in England carried marriage advertisements, despite the steep cost of 3 shillings per ad – two weeks’ wages for a housemaid. This pricing ensured the early personal ad market remained dominated by the middle class.

British sociologist Anthony Giddens later analyzed these advertisements as evidence of self-commodification in late modernity. The first personal ads essentially presented marriage as a financial transaction, with men specifying desired dowry amounts. This commercial approach to matchmaking represented a significant departure from traditional courtship norms.

Breaking Gender Barriers: The Controversial Case of Helen Morrison

The emergence of personal ads immediately challenged conventional social structures, particularly regarding gender roles. In 1727, Helen Morrison of Manchester dared to place her own advertisement seeking “an honest, brave, and multi-talented gentleman who respects women.” Her bold move backfired spectacularly when authorities arrested her the following day, as newspaper personal ads technically violated English law at the time. Public outcry led to Morrison’s confinement in a mental asylum – a stark reminder of the risks women faced when asserting marital independence.

This incident, along with growing concerns about family reputation in the 1820s, caused middle-class English women to largely abandon personal ads for decades. Meanwhile, male advertisers began requesting photographs with the advent of photography, adding visual criteria to their marital specifications.

The aftermath of World War I and the Spanish flu pandemic dramatically shifted the landscape again. By 1921, Britain had 1.7 million more women than men, leading to a historic reversal: for the first time, women’s personal ads outnumbered men’s. A poignant 1915 advertisement read: “Lady, fiancé deceased, willing to marry officer blinded or otherwise disabled in the war.”

Personal Ads Cross Continents: China’s Pioneering Examples

China’s first known personal ad appeared in the influential Ta Kung Pao on June 26, 1902, placed by a reform-minded intellectual from southern China. His progressive criteria included: natural feet (rejecting foot-binding), knowledge of both Chinese and Western learning, and abandonment of traditional wedding customs. The ad notably concluded that race, social status, age, or appearance wouldn’t disqualify potential matches.

Responses divided sharply between admiration for its “world’s most civilized proposal” and criticism from feminist leader Lin Zongsu, who condemned its one-sided demands on women. The advertiser’s success remains unknown, as no follow-up reports appeared.

Revolutionary scholar Zhang Taiyan made waves in 1903 with his own groundbreaking personal ad after his wife’s death. His five criteria – including Hubei origin, literary talent, and mutual equality (even permitting divorce or remarriage if widowed) – shocked conservative society. The ad’s radical nature delayed his search for a decade until meeting his match in 1913.

The Rise of Personal Ads in Early 20th Century China

Between 1902 and 1936, Ta Kung Pao published 72 personal ads, reflecting China’s social transformation. Early 20th century surveys showed shifting attitudes among educated youth, with most university students viewing marriage as contributing to “social progress” or “personal happiness” rather than filial duty.

Urbanization and media expansion enabled this trend. Cities offered broader social circles while proliferating newspapers (over 100 titles by 1900) provided communication platforms. Analysis reveals male advertisers outnumbered women 56 to 16, with 45% of men mentioning higher education versus 10 women citing secondary schooling or above. This disparity shows that while personal ads represented progress, traditional gender norms still limited women’s participation.

A Symbol of Reform: China’s First Post-Revolution Personal Ad

Ding Naijun’s 1981 personal ad in Market Daily marked a watershed moment for post-Mao China. The 40-year-old mathematics teacher, recently rehabilitated from “Rightist” status, sought a partner with simple details: height, salary (43.50 yuan/month), and political rehabilitation. Editors debated extensively before publishing this unprecedented post-1949 personal ad in an inconspicuous spot.

The ad sparked national controversy, with critics calling Ding a “hooligan” while supporters praised his boldness. After media coverage spread globally, Ding received 460 responses and married a 29-year-old correspondent from Jilin that December. International press framed the story as symbolic of China’s reform and opening-up policies.

Historical Precursors to Personal Ads

Long before newspapers, creative matchmaking methods existed worldwide. Ancient Chinese legends describe:
– “Competitive marriage” contests like Tang founder Li Yuan hitting painted peacock eyes to win his bride
– Literary competitions resembling the story of Chen Shimei in “The Story of Qin Xianglian”
– Chance romantic connections, like a Tang Dynasty soldier marrying a palace maid after finding her poem in his uniform

Unconventional historical ads include:
– A California woman’s “Marry Me” message on floating balloons
– An 1808 English tombstone inscription seeking a new husband for the widow
– A cruel 1825 Harrow School prank where students posed as wealthy women to trick fifty hopeful bachelors

The Cultural Legacy of Personal Ads

From suspicious beginnings to global acceptance, personal ads have mirrored societal evolution. What began as financial transactions in 1695 London transformed into tools for social progress, gender equality advocacy, and eventually mass entertainment through shows like “If You Are the One.” These advertisements chronicle humanity’s journey toward marital self-determination, documenting changing values about love, gender, and individual agency across centuries and cultures. Today’s digital matchmaking platforms represent just the latest chapter in this ongoing story of how technology shapes human connections.