sexualized women, and masculinized men, Barbasol also sold relationships between the two as a benefit of their shaving cream. In Barbasol’s “#1 In Close-Ups” 1946 advertisement, the print shows a close-up of a couple while they are kissing. Both genders are present here. They are formally dressed, and they seem to be content with each other. The woman is dressed appropriately. Moreover, the product is advertised to be good for “close-ups,” and not only shaving. This is another example of subliminal advertising that does not psychologically appeal to sex, but still successfully appeal to Barbasol’s targeted audience in a subconscious manner.
The heavily sexualized image of women in Barbasol’s subliminal messaging shifted to include sexualized men as well. Towards the end of the century, as more ideas about gender equality started to emerge, Barbasol’s advertisements started to change, but it did not yet stop sexualizing the women characters portrayed. "Barbasol. No brush. No lather. No rub-in" print advertisement of 1949 portrays an attractive man, in addition to a few suggestively portrayed women. The women sit in evocative poses, wearing clothes that expose portions of their skinny, artistically detailed bodies. They are scattered around the printed advertisement, with text surrounding each one of them that provide some facts about Barbasol’s shaving cream. This follows the feministic wave that was approaching, lead by counterculture ideas that presented women as