Research into Millum and Furguson

1. FACIAL EXPRESSION RESEARCH
Millum & Ferguson

2. TREVER MILLUM (1975)
Millum identified 5 key facial expression theories. He looked into how magazines use facial
expressions in their photos to promote a product.

3. CAREFREE
The person in the image has a happy facial expression and appears to be having fun
and leading a carefree lifestyle. The person is almost always smiling or grinning.

4. PRACTICAL
Usually an image where the subject is engaged in business in an office setting. Facial
expression expresses that the person is concentrating – mouth closed and eyes fixed
on an object.

5. SEDUCTIVE
*Cool/level
• Slightly aloof
• Confident
• Eye contact
with reader
(direct mode
of address)
Similar to cool/level*, this a facial expression that represents confidence. The eyes and face
are usually relaxed to give a reserved look.

6. COMIC
Images with an element of comedy. Usually includes people pulling faces or laughing and
often exaggerated.

7. CATALOGUE
The person in the image appears very posed and has a false, smiling expression. No
personality is expressed, as the purpose of the image is often to model clothing.

8. MARJORIE FERGUSON (1980)
Marjorie Ferguson identified four types of facial expression. Chocolate box, invitational, super
smiler and romantic/sexual. These theories are based mainly on female facial expressions
whereas Millum’s theory is applied to both male and female.

9. CHOCOLATE BOX
Half or full smile, lips slightly parted with teeth barley visible. Used to project a mood of warmth,
innocence and perfection.

10. INVITATIONAL
Emphasis on the eyes of the person, mouth often shut with a hint of a smile. The head is
usually positioned to the side or looking back at the camera. Suggests mischief or mystery.

11. SUPER SMILER
Full face shown, wide smile with teeth showing, head is often thrust forward or chin is back, the
person’s hair is often wind blown if long. Makes the subject stand out and projects a ‘look at me’
mood.

12. ROMANTIC OR SEXUAL
Image usually includes a male and female couple. Facial expressions often ‘dreamy’, heavy-lidded
and relaxed. Projects a sensual mood and reflects ‘availability’.