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
Millum’s theory.
3. MILLUM’S THEORY
• Cool/level – indifferent, self-sufficient, arrogant, slightly
insolent, haughty, aloof, confident, reserved: 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 deliberately ridiculous or
exaggerated, the subject is acting like a fool, pulling a
face for the benefit of the reader.
• Catalogue- a natural look as that of a mannequin,
warlike and artificial. The features may be in any position,
xmost likely be a vacant expression.
4. FERGUSON THEORY
• Marjorie Ferguson (1980) identified four types of facial
expressions in the cover photos of British women's
magazines:
• Chocolate Box – half or full smile, lips together or slightly
parted, teeth barely visible, full or three quarter face to
camera.
• Invitational- emphasis on the eyes, mouth shut or with a hint
of a smile. Mood suggesting mystery and mischief.
• Super-smiler – full face, wide open toothy smile, hair often
blown back.
• Romantic or sexual- heavy lidded dreamy expression.
5. INSPERATIONS FOR MY MAGAZINE
• My magazine will be a rock magazine so
should have either a comic expression or a
chocolate box expression as rock artists
tend to show that they have a fun
personality with a comedic expression.
