Margorie Ferguson identified 4 facial expressions predominantly used in British women's magazines: chocolate box, invitational, super-smile, and romantic/sexual. Each expression conveyed a different tone and mood. Trevor Millum also studied facial expressions in men's magazines and categorized them as carefree, practical, seductive, comic, and catalogue. Both sought to understand how facial expressions were used to set the tone for different types of magazines and their intended audiences.

1. Facial Expressions
Margorie Ferguson and Trevor Milum
By Julia Williams

2. Margorie Ferguson
Margorie Ferguson identified 4 different types of facial expressions. These mostly
had to do with setting the tone and mood of the magazine and were predominantly
used in British magazines aimed at women
The 4 expressions were
• Chocolate Box
• Invitational
• Super-smile
• Romantic or Sexual

3. Chocolate Box
A half or full smile, lips together or
slightly open with no teeth showing.
Usually the angle is a full of three quarter
turn, giving direct mode of address with
the reader. The mood is usually warm or
welcoming, giving the reader a sense of
connection with the model. Their
complexion is often smooth with heavy
make-up and minimal blemishes;
perpetuating the female sterotype.

4. Invitational
The inviting expression usually has
emphasis on the eyes. The mouth is
usually closed with only a smirk or a
small smile. Usually their back is too
the camera with minimal clothes such
as a bikini, underwear or sometimes
nothing at all. Their facial expression
usually suggests mischief or potential
of non-sexual contact. Often this is
used in advertising of skin products
or make up.

5. Super-smile
This facial expression is usually wide
with an open mouthed or toothy
grin/smile. Their head is usually
thrusted forward with their chin
thrown back, with a confident pose
to match the tone of their face. This
suggests pride and positivity in
oneself. It can also suggest
aggression and dominance as if the
model can get what they want and
be happy with who they are no
matter what they think.

6. Romantic or Sexual
This next one usually deals with
more themes of adultery, doing
things you aren’t supposed too
and mischief. Facial expressions
are often dreamy, unsmiling with
the undeniable feel of sensual
and sexual tones. Moods
reflecting with this could be being
’available’ or with adult tones.

7. Trevor Millum
Millum did the same study with males magazines, categorizing the facial
expressions into the following five
• Carefree
• Practical
• Seductive
• Comic
• Catelogue

8. Carefree
The carefree look often deals with
the theme of happiness and being
vibrant and free. The person if often
outdoors of smiling wide and
toothy; giving the impression that
they are uncaring of what people
think. These expressions are
predominantly used in men's
fitness, sports and fashion
magazines

9. Practical
These expressions are often used in
a more seriously toned magazine,
usually matched with darker more
formal colour schemes. The model
is usually concentrated and
engaged with the reader. They
sometimes have a blank
expression, a slight frown or a
smile suggesting something else.

10. Seductive
Seductive looks are used in
underwear or fitness magazines
mostly. They give a sense of
arrogance and self control. Their
eyes are often wide with slightly
parted lips and looking either
aggressive or smug. Usually they
will directly look at the reader as a
man would look at himself in the
mirror with utter adoration.

11. Comic
Faces are often overly exaggerated
for effect. Gives themes of being
unserious and overall having fun.
These are often used to establish the
close relationship or ‘Bromance’
between the two or more people on
the cover.

12. Catelogue
The look is usually neutral with no
visible emotion. They will usually be
positioned sideways with half lidded or
fully open eyes. Smiling is not usually
used but often you come across it.
Their usually personality is removed
and they appear vacant and empty.