2. Margorie Ferguson
Margorie Ferguson devised a theory in 1983 which recognises
four different types of facial expressions woman use which are
commonly used by the media to promote products. These
expressions are:
• Chocolate Box
• Invitational
• Romantic / Sexual
• Super Smiler
3. Chocolate Box
Subject has a half to full smile with
either the lips together or slightly
parted showing barely any teeth.
Displaying either the full face or three
quarters to the camera.
Mood: pleasing warmth showing
uniqueness and individuality.
This would attract the audience to the
magazine by connoting warmth and
love
4. Invitational
Mouth is shut with a hint of a smile
leaving the emphasis of the image on
the eyes. Head is either slightly to one
side or looking back towards the
camera.
Mood: Mischief or mystery, gives a
sexual approach.
this would appeal to the audience my
connoting mystery and sexuality. Also
with the emphasis on the eye contact
drawing the audience into the
magazine
5. Romantic / Sexual
Normally includes both a male and
female showing their facial
expressions to be dreamy, unsmiling
and heavy lidded or sensual and
sexual.
Mood: available
This would attract the audience by
the look of the couple and the
mystery in their faces.
6. Super Smiler
Wide opened toothed smile with
head forward or chin back with a full
face. Hair is normally wind blown.
Mood: Demanding, 'come on'
approach. Inviting but aggressive 'look
at me'
This would attract the audience to the
magazine by connoting happiness and
confidence.
7. Super Smiler
Wide opened toothed smile with
head forward or chin back with a full
face. Hair is normally wind blown.
Mood: Demanding, 'come on'
approach. Inviting but aggressive 'look
at me'
This would attract the audience to the
magazine by connoting happiness and
confidence.
