Using gender stereotypes to increase product exposure and sales is a controversial strategy because it may strengthen harmful stereotypes and have a negative impact on different gender groups. However, in some cases, if used properly and diversity is respected, the goal can be achieved to a certain extent, as follows： ### Market segmentation and positioning -**Understand the target audience** -Analyze the differences in consumer behavior, hobbies and needs of different genders through market research. For example, traditionally, men may pay high attention to technological products and sports equipment, while women are more interested in beauty and skin care and fashion clothing. - Based on these differences, accurately locate the target gender group for the product. For example, positioning a high-performance sports watch as the first choice for male sports enthusiasts highlights its rugged and powerful characteristics, which fits men's needs for sports equipment. -**Design marketing information based on gender preferences** -**Visual elements**: Product advertisements aimed at male audiences can adopt a tough and dynamic visual style, such as car advertisements that show vehicles speeding on rugged mountain roads, reflecting their superior performance; products aimed at women, such as cosmetics advertisements, use soft tones and exquisite graphics to convey elegance and beauty. -**Copywriting content**: The wording of the copywriting fits the target gender psychology. When promoting fragrances to men, it emphasizes “fast and efficient, and achieves a neat image of men”; when promoting fragrances to women, it describes “charming fragrance, showing feminine charm and style.” ### Advertising creativity and Performance -**Character shaping** -**Use of traditional gender roles**: Cleverly integrate the image of gender roles in advertising that conforms to public perception, but avoid excessive stereotypes. For example, in a family scene, the father is responsible for repairing furniture (showing the strong hands-on ability of men), and the mother prepares a warm dinner (reflecting the virtuous family of women). At this time, it is natural to promote home repair tools or kitchen supplies. -**Role subversion and innovation**: Occasionally breaking conventional gender role settings can attract attention and trigger topics. For example, let women show excellent technical ability in the advertising of technological products, or men show unique fashion taste in fashion shows, to add freshness and topic to the products. -**Emotional resonance** -**Arouse gender-related emotions**: Jewelry advertisements aimed at female consumers often arouse emotional resonance, and convey emotions such as self-confidence, love and happiness by showing the image of women wearing jewelry; outdoor equipment advertisements aimed at men stimulate their enthusiasm for adventure and exploration and sense of accomplishment. -**Emphasize value and identity**: Make products a way for target gender groups to express themselves and identity. For example, high-end men's business clothing brands emphasize the wearer's professional and successful image; women's fashion brands help women show personality charm and fashion attitude, so that consumers have the desire to buy because the products fit with their own values. ### Media channel selection -**Choose media with obvious gender orientation** -**Male-dominated media**: Male audiences are concentrated on media platforms such as live sports events, men's magazines, and professional technology websites. Car brands can place advertisements in such media to accurately reach the target group. -**Female-led media**: Fashion magazines, women's social media groups, beauty and skin care forums, etc. are often concerned by women. Promotion of cosmetic brands on such platforms can effectively increase product exposure. -**Customized media content marketing strategy** -**Create gender-specific content**: Produce advertising films, articles, social media posts, etc. for different genders. For example, fitness brands create high-intensity training tutorial videos for men, design yoga and pilates courses for women to share, and enhance interaction and stickiness with target gender groups. -**Cooperation with gender-related opinion leaders**: Cooperate with fitness experts and technology bloggers in the male field, fashion bloggers and beauty net celebrities who are concerned about women to promote products. The recommendations of these opinion leaders can use their fan influence to increase product credibility and sales.