This document categorizes and describes different facial expressions used in British women's magazines from the 1970s and men's magazines from the 1975. It identifies six expressions for women - chocolate box, invitational, super smiler, romantic/sexual - and describes the facial features and mood conveyed by each. It also identifies six expressions for men - carefree, practical, seductive, comic, catalogue - and the personality and effects achieved through each expression. The document provides insights into the facial expressions and poses used in magazines from this era to convey different meanings and appeal to audiences.

1. Categorising
Facial Expressions

2. Marjorie Ferguson (1980)
Women’s Expressions
Based on the facial expressions in British Women Magazines.

3. Chocolate Box
• Half/ full smile
• Lips together/ slightly parted
• Teeth barley visible
• Full/ three- quarters of face to the camera
This pose shows innocent models quite well. They
mood is not certain, but it is usually positive. It
conveys warmth and especially works well with
beauty shots for fashion magazines.

4. Invitational
• Emphasis on the eyes
• Mouth shut with hint of a smile
• Head to one side or looking back to the
camera
This pose does what it says. It invites audience
members by the mysterious or mischievous effect
it usually gives. However it suggests of a friendly
contact than a sexual promise.

5. Super smiler
• Full face
• Wide open, toothy smile
• Head thrusts forward or chin thrown back
• Hair often wind blown
This pose helps emphasize the model as strong
and independent, almost as if a ‘look at me’
attitude is given.

6. Romantic/Sexual
• Can include both a male and female
• Dreamy
• Heavy lidded
• Overtly sensual/ sexual
Moods given by this pose are possible ‘available’
and definitely ‘available’.

7. Trevor Millum (1975)
Men’s Expressions

8. Carefree
• Active
• Healthy
• Vibrant
• Often smiling/grinning
The overall effect of this pose is friendly and
inviting. A carefree pose usually suggest the
model is humble yet still content with
themselves.

9. Practical
• Concentrating
• Engaged in business in hand
• Mouth closed
• Eyes object directed
• Sometimes a slight frown
This pose works especially for more mature
audiences, and with more mature models. Usually
used to take the model seriously and as a
professional.

10. Seductive
• Similar to cool/level
• Eyes less wide
• Expression is less reserved but still
self-confident
• Milder
Because of these effects of this pose, it usually
works effectively with male who can be seen as
sex symbols by the typical female.

11. Comic
• Deliberately ridiculous
• Exaggerated
• Acting the fool
• Pulling faces
These kinds of poses definitely give personality
across to the audience, and are usually used for
celebrities with personality.

12. Catalogue
• A neutral look as of a dummy, artificial,
wax like
• Features may be in any position- but most
likely to be with eyes open wide and a
smile
• Looks remain vacant and empty with
personality removed
This pose shows a model as an object more than a
person. An artificial look appeals to the needs of
men (they aspire to be him) and women (they
want to be with him).