The success of the superhero television series Supergirl informed the marketing and promotion strategy used for Wonder Woman. According to Time Warner chief marketing officer Kristen O'Hara, they wanted to approach the Wonder Woman marketing campaign in a light manner, similar to how they did with Supergirl. O'Hara elaborated that the modest campaign route they took for Supergirl aided in establishing a large central fanbase among women well in advance of the series, which reportedly generated 5 million female superhero fans in one week. They were then able to model over time, and grow that audience leading up to the 15-months-later release of Wonder Woman. Though neither the film nor the series are aimed exclusively at women, the latter's campaign gave them their first opportunity to begin collecting data about female superhero fans. In May 2017, a promo for Wonder Woman was released during the season finale of Supergirl, featuring a remix of the song "These Boots Are Made for Walkin'" and Supergirl (Melissa Benoist) wearing Wonder Woman's boots. The promo included an appearance by Lynda Carter, star of the 1970s Wonder Woman, who plays the American president on Supergirl.
Chris Pine was cast as Steve Trevor, a character he described as a "rogue-ish, cynical realist who's seen the awful brutish nature of modern civilization" and added that he is a "worldly guy, a charming guy". He signed a multi-picture deal. Lucy Davis' performance as Etta Candy is the first live-action cinematic portrayal of the character. As well, Elena Anaya's performance as Doctor Poison is the cinematic debut of that character. Nicole Kidman was in negotiations for the role of Queen Hippolyta, but was forced to drop out due to scheduling conflicts with Big Little Lies.
The chief chemist associated with General Ludendorff who specializes in chemistry and poisons. On her role, Anaya said, "Well, it was a small role in this big ensemble, but it is an important character in the story. I'm going to be a big nightmare" for Wonder Woman and Steve Trevor. Describing her character, Anaya said, "Dr. Maru loves rage and enjoys people's pain. She's creating terrible weapons, and her purpose in life is to kill as many people as possible, and provoke as much pain as possible". She researched World War I and Fritz Haber, the scientist who created mustard gas, to prepare for the role. On the character's facial scars, Anaya stated, "I went to Patty Jenkins and asked, 'What happened to her?' And she said, 'She did it on purpose.' I was like, 'What? Patty, you're going further than I ever imagined.' She said, 'She wants to provoke painful suffering, so she tested her own gas on her own face. She wanted to know how deep this form of her gas would go, so she put it on her own face.' You can see half of her face is completely gone. This is the sadistic side of Dr. Maru". She also stated her character "is quite the opposite to the lead role of this movie, one of the strongest characters ever of DC comics, Wonder Woman. I can tell you that Doctor Poison is someone with a capacity to provoke so much pain." On Dr. Maru's relationship with General Ludendorff, Anaya said, "I think that they have a relationship based on loyalty. Ludendorff is a very tormented General that lacks self-confidence. That's why, in part, he takes these drugs that Dr. Poison gives him. They are from different worlds, but they complement each other".
Wonder Woman’s costume has come under heavy criticism throughout the years. Many find that as an example of a character that is supposed to represent female empowerment that by wearing a costume which reveals a gratuitous amount of skin that the character is being contradictory. Numerous attempts have been made to make her costume more realistic, however in terms of the character’s history there are few problems with it. Despite that it offers little protection, Wonder Woman does not require very much protection, either from harm or from the elements. The costume is also sometimes criticized for its symbolism closely related to American themes, that despite the fact that she is meant to be an emissary of peace to the whole planet, that her costume looks very American This is explained as one of the motivations for her role in Man’s World world. The costume is a breastplate inspired by the colors and symbols of a downed World War II airplane being flown by Steve Trevor’s mother . As an American pilot, it is therefore not surprising that stars (on the lower part of her breastplate) and stripes (one her boots) are evident parts of the design. In the summer of 2011 it was announced that DC Comics would reboot its entire lineup and create the new 52. Debate immediately surfaced as the head creative force behind the reboot (Jim Lee) decided that all female characters should be drawn with "pants" or full leg covering as part of their costume. This was in line with the redrawn Wonder Woman after issue #600 in volume 3. However, as the summer progressed images began to appear with Diana in a costume which appeared to be a synthesis of her traditional one and the reimagined one. With the actual reboot this is the costume that was decided on, essentially with the breastplate in the general shape of the traditional costume, and the theme being more in line with the redesign of the previous year. She additionally has added aspects of her uniform which didn't exist before such as a braided armband.