This paper focuses on self-presentation in dating ads and the strategies advertisers employ
to construct their persona to attract and initiate responses from the desired other. Dating ads have
experienced considerable structural changes in their transition from print media to online forms. The
use of diverse media and interaction forms as well as extended space has resulted in a diversification of
possibilities in online partner search in which advertisers use fragmented stories, past and anticipated
narratives in order to construct a basic personal narrative. It is argued here that the act of posting the
dating ads also functions as part of the advertisers’ life story with the projected end of finding romance
or fulfilling other relational goals. The analysis of examples from a corpus of Caribbean dating ads also
shows how advertisers make use of particular cultural references, lexical items and spelling adaptations
in their creation of an authentic Caribbean persona and as a means to establish common ground with a
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Open Linguistics is a new academic peer-reviewed journal covering all areas of linguistics. The objective of this journal is to foster free exchange of ideas and provide an appropriate platform for presenting, discussing and disseminating new concepts, current trends, theoretical developments and research findings related to a broad spectrum of topics: descriptive linguistics, theoretical linguistics and applied linguistics.