At least for the Marines, who are facing difficulty with recruiting during this highly unpopular war. Their solution? Why, reach out to the women, of course! The Marine Corps have begun running women-friendly ads in magazines with a female audience, such as Shape.
The Marine Corps started accepting women for clerical duties in 1918. In 1973, when the military dropped the draft, the Marines attempted to appeal to women by distributing brochures to college women. The brochure cover had a picture of a flower on it. Other than that, the Marines predominantly ran ads with its "few good men" slogan. In the 1990s, the Marines began having trouble reaching recruitment goals, and thus ran ads in magazines like Seventeen and Sports Illustrated for Women:
The tagline reads, "Get a make-over that's more than skin deep." Other ads during this time had the slogan, "You can look at models, or you can be one." I don't think I have to make any comments about gender stereotyping here.
Today, the Marines are again looking for a "few good women."
To me, it seems as if the Marines don't particularly give two shits about "reaching out to women" unless they're in a jam. Appealing to women doesn't seem to be a top priority unless recruitment numbers are down. That makes me angry.