This paper is concerned with Japanese verbal expressions that show one's feelings of love especially in love confessions between men and women. This study analyzes how people express their affectionate emotions and if the strategies used for showing affection differ between the genders. Findings indicate that Japanese men and women employ several strategies of expression. Men seem to use showing affection, situation explanation, compromising, confirming the feeling, asking-out, suggesting merits, demand, reason explanation, and wishing, while women seem to use showing affection, situation explanation, confirming the feeling, compromising, demand, situation explanation, unilateral notification, wishing, asking-out, and suggesting merits. Although Japanese women usually express their love through showing affection, we found that they rarely make the first move in asking somebody out. To ask somebody out signifies the beginning of the dating relationship and this is predominantly led by men. This may be the effect of a gender stereotype that is realized in the form of a gender role. Among the strategies mentioned above, men usually act by compromising and suggesting merits. They use various strategies that are likely to elicit a positive response from women. As a result of investigating examples in this paper, it was found that the attributes of men, such as broad-mindedness and willingness to protect a woman, have a masculine appeal.