The article examines lexical-semantic, syntactic and stylistic features of a female author’s self-presentation in a Russian-language dating advertisement. At first, the essence of the strategy of self-presentation is observed briefly, as well as the compositional and semantic structure of the dating advertisement. Further, the main linguistic and stylistic tools, contributing to the implementation of the strategy of self-presentation, are analyzed. The research was carried out on the material of advertisements posted on Russian-language dating sites, as well as on the material of completed profiles on social dating networks (more than 200 ads and profiles were studied in total). As a result of the research, it was determined that the dating advertisement includes the subtext of self-presentation, or the subtext of the addresser, the subtext of the addressee and the subtext of the future. The presence of the addresser's subtext in the structure of a dating advertisement is invariant. The self-presentation of the female author is realized via the stylization of the text with the help of lexemes, describing character traits and appearance, figurative language, euphemisms, as well as low colloquial speech. The use of expressive units that are not the part of the standard language is more peculiar to authors in the age group of people 18 to 25 years. The researched material indicates the presence of a relation between the author`s age and the frequency of using low colloquial and invective speech, as well as non-verbal means (e.g. emoji). The punctuation spelling norms of the Russian language are often ignored in dating advertisements. However, no obvious link has been established between the frequency of punctuation and spelling errors in the advertisement and the author’s age group. In the analyzed advertisements, there is significant variability of syntactic structures, through which the strategy of self-presentation is implemented. Elliptical sentences with a bright author's expression are the most common.