This posting, from The New York Herald in 1860, was about par for the course, according to Pam Epstein, an adjunct professor at the Newark campus of Rutgers University, who wrote her history Ph.D. thesis on older ads. “A young lady, rather good looking, and of good address, desires the acquaintance of a gentleman of wealth (none other need apply), with a view to matrimony,” the ad read.

Ads from men from that period seemed custom-built to fit that bill. “The advertiser, a successful young business man of good education, polite manners and agreeable address, having recently amassed a fortune and safely invested the same, wishes to meet with a young lady or widow,” one said.

“There was this idea that men were very frugal,” said Ms. Epstein, 33, who posts copies of some of the ads she’s dug up at advertisingforlove.com. “You were going to work hard and save your money, and then by doing so, you would be able to support a wife in comfort. I do see a lot of ads saying ‘I’ve been wrapped up in business all this time and now I can support a wife comfortably.’ ”

Flash forward to today, however, and things get more complicated. Some people do put down an income range in their online dating profiles, though it’s not as if anyone is auditing the figures for honesty. Many men, meanwhile, pose peacocklike in front of their cars or boats or homes. The message here is less clear, though. Are these meant to be trophies, a sign of a fortune already amassed? Or is it the mark of a spendthrift? Or an indication that he’ll spend all of his time on the water, and you’d better be ready with the Dramamine if the relationship is going to work?

“There’s nothing admirable in frugality, because it’s invisible,” Ms. Epstein notes.

But even if you could transmit that value through an online dating profile, would you want to? It turns out that the answer to that may depend on whether you’re a man or a woman.

The ING Direct survey, which was conducted by phone and has a sampling error of plus or minus 3 percentage points, presented one more potential label for that frugal blind date: smart. And in a promising sign for the nation’s solvency, that was the term chosen most often, picked by 49 percent of respondents. EHarmony also crunched the numbers for me on 30 million matches it made in July and found that both men and women were 25 percent more likely to have a potential mate reach out to them if they identified themselves as a saver rather than a spender.

Curiously, however, 56 percent of men in the ING Direct survey gave “smart” as their favorite answer while just 42 percent of women did. (The numbers were similarly flipped on stingy: 33 percent of women labeled the potential mate that way, while just 20 percent of men did.)