Margorie Ferguson identified four common facial expressions seen on women's magazine covers in 1980: the chocolate box expression with lips together and no smile; the invitational expression with emphasis on the eyes; the romantic/sexual expression with straight faces; and the super-smiler with a big toothy grin. Trevor Millum later categorized five male facial expressions in advertisements: carefree with smiling; practical with concentration; seductive with limited smiling and straight face; comic with exaggerated expressions; and catalogue with a very neutral and straight face. These studies aimed to understand how facial expressions were used to portray particular moods and attract audiences.

1. FACIAL
EXPRESSIONS
M A R G O R I E F E R G U S O N A N D T R E V O R M I L L U M

2. MARGORIE FERGUSON
Margorie Ferguson identified four types of facial
expressions from looking at covers of women’s
magazines in 1980.
• Chocolate Box
• Invitational
• Romantic or Sexual
• Super-Smiler

3. C H O CO L AT E B OX
The chocolate box facial
expression is with the lips
together or just slightly apart,
with a half smile or no smile,
showing no teeth. Usually the
model has their face turned
slightly away from the camera.
This gives a pleasing
impression/mood. This facial
expression provided uniformity
of facial features where they
are devoid of uniqueness and
individuality.

4. R O M A N T I C O R
S E X UA L
This pose usually includes both
men and women. The usual
facial expression for this
includes no smiling, complete
straight faces. This facial
expression is aimed to portray
the models as ’available’ or
’potentially available’.

5. I N V I TAT I O N A L
The invitational facial
expression has focus and
emphasis on the eyes to attract
the audience and ‘invite’ them
in. Their mouths are usually
shut or just slightly apart. The
model is often looking back at
the camera or with their head
to the side. This gives the
impression of mischief or
mystery.

6. S U P E R - S M I L E R
The super smiler facial
expression has a full face in
shot with a big smile showing a
lot of teeth. They usually have
their chins pushed up or their
head down, with their hair
being off the face and
sometimes wind-blown. The
mood that comes across with
this facial expression is
confident, demanding and
sometimes aggressive.

7. TREVOR MILLUM
Trevor Millum offers these categories of Male facial expression after
studying advertisements in women’s magazines.
• Carefree
• Practical
• Seductive
• Comic
• Catalogue

8. C A R EFREE
The male with a carefree facial
expression is usually smiling or
grinning. The carefree facial
expression shows an active,
healthy, outdoors type of guy.

9. P R ACTICAL
The practical facial expressions
shows the male concentrating
and engaged in the business in
hand. The male looks directly at
the lens showing a direct stare
and has their mouth closed.

10. S E DUCTIVE
The eyes of the model with a
seductive facial expression are
not as wide as in other facial
expressions, their smile is very
limited and facial expression
very straight. The facial
expression shows confidence.

11. CO M IC
The facial expression ’comic’ is
deliberately over the top. The
models are not serious and fool
around in the image. The
overall facial expression are
very exaggerated, with the
model/s seeming to act in front
of an audience.

12. C ATALOGUE
With a catalogue facial
expression, the model has a
very straight face and appears
to look like a wax figure. There
is usually no smile and there is
a very neutral look. The model
can be in any position, but the
model often look towards the
camera. In catalogue facial
expression removes all
personality from the image.