Abstract: The paper reviews the studies and disputes concerning mate selection criteria and strategies based on personal advertisements(ads) in the west since 1970’s up to date, of which theoretic perspectives contain evolutionary psychology, social learning and social exchange theories. And the emphasis and methods of the studies vary with time from traditional heterosexual mate selection to personal ads’ response rate, primary vs secondary mate marketing, heterosexual vs heterosexual vs bisexual and internet personal ads etc. Then the paper predicts the trend of the studies concerning mate selection based on personal ads should be theoretic assimilation and conformity one another in the future

Key words: personal advertisement, evolutionary psychology, social learning theory, social exchange theory