Facial expressions research

1. Categorizing facial
expressions

2. Poses and theories
 Laura Mulvey created the term ‘male gaze’ in 1975. She
believes that in a film, audiences have to view characters
from the perspective of a heterosexual male.
 The camera lingers on the curves of the female body, and
events which occur to women are presented largely in the
context of a man’s reaction to these events. It relegates
women to the status of objects. The female viewer must
experience the narrative secondarily, by identification with
the male.
 You can see a lot of Male Gaze in adverts where females
are made out to be sexy even if it has nothing to do with the
selling of the product itself. It lures you in.

3. Marjorie Ferguson
 Marjorie Ferguson categorized all the female poses into four
categories; Chocolate box, Super Smiler, Romantic/sexual and
invitational.
 Chocolate Box- Half or full smile, lips together or slightly parted,
teeth barely visible, ¾/ full face to camera
 Invitational- emphasis on the eyes, mouth shut or with only a hint
of a smile, head to one side or looking back to camera.
 Super smile- full face, wide open toothy smile, head thrust forward
or chin thrown back, hair often wind-blown.
 Romantic or sexual- unsmiling, big heads, or the overtly sensual or
sexual.

4. Chocolate box
Shows direct mode of
address with lips
slightly parted. There’s
a hint of a smile.

5. Invitation
Emphasizes the
eyes, mouth shut
with a hint of a smile
with head to the side
whilst looking at the
camera.

6. Super smile
Full face, wide smile showing
teeth and facing the camera.
Makes it look like the model is
enjoying herself and gives a
happy atmosphere.

7. Romantic/sexual
Standing close together,
shows romantic gestures,
not smiling, shows a
sexual gaze.

8. My magazine
 For my magazine I am going to go for either super
smile or chocolate box because it will fit with the theme
of Pop music and will make the atmosphere of the
magazine better if the model looks like she’s enjoying
herself. This will fit in well with my target audience too
because they don’t want to buy a Pop magazine where
the model on the front doesn’t look happy and isn’t
facing the camera, it wouldn't’t fit in with the genre I am
going for.