2. MILLUM’S THEOREM
• Trevor Millum came up with a theory relating to commonly used male
facial expressions used by magazines to promote a product, these
expressions are:
• Carefree – showing an active, healthy vibrant outdoor guy. Showing the
male to be often smiling or grinning.
• Practical – a concentrating look with the mouth closed. Sometimes a slight
frown., with direct mode of address, with business man like dress code.
• Seductive – eyes are closed a little, maybe shaded, expression includes a
slight smile, this expression is similar to the cool/level expression also in
Millums theory.
3. MILLUM’S THEORY
• Cool/level – indiferent, self-sufficient, arrogant, slightly
insolent, haughty, aloof, confident, resurved: wide eyes,
full lips straight or slightly parted. Often has blonde hair.
Direct mode of address is also included in this
expression.
• Comic- this expression is deliberatly rediculous or
exaggerated, the subject is acting like a fool, pulling a
face for the benefit of the reader.
• Catalouge- a natural look as that of a manequinn,
waxlike and artificial. The features may be in any
position, however will most likely be a vacant expression.
4. FERGUSON THEORY
• Marjorie Ferguson (1980) identified four types of facial
expressions in the cover photos of british womens
magazines:
• Chocolate Box – half or full smile, lips together or slightly
parted, teeth barely visable, full or three quarter face to
camera.
• Invitational- emphasis on the eyes, mouth shut or with a hint
of a smile. Mood sugesting mystery and mischief.
• Super-smiler – full face, wide open toothy smile, hair often
blown back.
• Romantic or sexual- heavy lidded dreamy expression.
