How Women Advertise Their Availability to Potential Partners

Advertising is usually more intense in males because they have a lower cost for mating. The explanation for this is that females, due to internal fertilization and to the fact that they have to carry the weight for offspring caring, have a higher cost in this situation and consequently need to find a male with traits that guarantee his support for the female and her offspring.

This also explains why males are a lot more willing to enter into sexual relationships with less concern than women and why women are more selective about their partners. Because winning traits that guarantee reproduction success are not equally distributed, females need a way to attract only the males who possess them and discard the others.

The way to let males know about a woman availability is, as we said in another article, advertising. If she would do that in an undiscriminating way, every interested male would approach her. She could then choose the more suitable one. In reality, doing an undiscriminating advertising, she would only attract the males with the wrong traits and not the ones she is looking for.

The “right males”, the ones who would take care of her and her offspring are, in fact, not attracted by a woman who advertise her availability explicitly because they are afraid that she can do the same once they are together as a couple.

So, while the female wants to be sure that the male she starts a relationship with will be supporting and caring, the male wants to be sure that the woman will not be unfaithful.
The solution to this problem is to lower the intensity of advertising and direct it only to the right persons, the ones with the good traits, and not to everyone.