MILLUM AND FERGUSONFacial expression theories.

Holly Dawson

Marjorie Ferguson:• In 1980 Marjorie Ferguson studied British women’s

magazines and identified four different types of facial expression that are seen within this style of magazine. Below are the types of facial expression that Ferguson concluded:

• Chocolate box• Invitational• Super-Smiler• Romantic or sexual

Chocolate Box: This pose is inviting due to the half smile often seen with lips together or slightly parted. The audiences are attracted to the magazine because of the engaging eye contact seen within the pose. Therefore making the audience feel directly contacted to read the magazine by the model. This pose provides the magazine with positive, warm and friendly connotations. This is a good pose to use when you want the focus to be on other conventions such as the masthead.

Invitational:This pose is mysterious due to the smiling eyes and slight smirk seen on the model. This intrigues the reader therefore increasing the likelihood of them purchasing. The head tilt seen within these poses also adds to the mysterious element of the cover however adds a casual laid back feel. This is positive as it gives the audience an idea of what may be featured within the magazine. This pose is a ‘soft sell’.

Super-Smiler:The Super-Smiler pose is an imaged captured that makes the model look as through the image has been taken mid-laugh. The hair is often wind blown to make the pose seem natural. This pose is a ‘hard sell’ and has youthful, free and happy connotations. This suggests that the content of the magazine will reflect upon the front cover image.

Romantic Or Sexual:This pose attracts both male and female audiences. This is because males will be attracted to the image because they will want to be with the woman featured whereas females will be attracted because they want to be the woman within the image. This pose has dreamy and available connotations.

Trevor Millum:• In a study of women's advertisement, Trevor Millum

offered these categories of male expressions:• Carefree- happy, healthy, active (often smiling or

grinning). • Practical- Concentrating, business orientated, welcoming

and knowledgeable.• Seductive- Cool, attractive. Selling the product via looks

and attraction.• Comic- Exaggerated, over the top. Selling through

comedy. • Catalogue- neutral, blank canvas appeal.