Millum's theory identified six common male facial expressions used in magazines: carefree, practical, seductive, cool/level, comic, and catalogue. The carefree expression involves smiling or grinning, while the practical expression has a concentrating look with a closed mouth. The seductive expression has slightly closed or shaded eyes and a slight smile. Ferguson's theory identified four types of facial expressions used in photos of women's magazines: chocolate box, invitational, super-smiler, and romantic/sexual. The chocolate box expression involves a half or full smile with barely visible teeth. The invitational expression emphasizes the eyes with a hint of a smile.

1. Facial Expressions

2. Millum’s theory Part 1
 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 Part 2
 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, most
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.