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2. Trevor Millum -1975
Trevor Millum identified 5 key facial expressions when he conducted a
study into how facial expression where used to promote products.

3. Carefree
The person in the image is giving off a positive light as she is happy
and appears to be enjoying herself, implying she is living a carefree
life.

4. Practical
Most likely an image of a work/business focal point. Facial expression
suggests that the person is concentrating, engaged on work in hand,
mouth closed, eyes fixed on object. Also hair is often tidied up or
short suggesting that it would be a distraction if it was down.

5. Seductive
This facial expression represents confidence, implying the person
believes in themselves . The eyes and face is usually neutral and
relaxed, giving off a chilled look. Direct angle.

6. Comic
This facial expression is used to represent exaggeration or
sarcasm with the element of comedy. Often people pulling faces
or laughing within these shots.

7. Catalogue
The person within the image looks very posed and fake, forced
smile/happiness. No personality is exposed usually used when
modelling clothing.

8. Marjorie Ferguson -1980
Ferguson identified four types of facial expressions.
However these theories are based mainly on female facial
expressions, where as Millum’s theory applies to both males
and females.

9. Chocolate Box
The chocolate box facial expressions represents innocence and kindness
though a welcoming and warm half or full smile facing directly towards
the camera, or slightly off balance. Used to project perfection, uniqueness,
individually and warmth.

10. Invitational
This facial expression represents mischievous and mystery, with
emphasis on eyes, mouth closed or slightly open . Usually a side
profile or over the shoulder shot used.

11. Super Smile
A full face, wide smile with teeth showing. Often head thrust
forwards or chin thrown back, the persons hair tends to be
messy and blown back so that it isn't seen as a distraction away
from the face. This facial expressions makes the shot stand out
as the person wants the audience to look at them.

12. Romantic or Sexual
Image typically includes both a male and female. Facial expressions
often dreamy, confident and heavy-lidded. Represents availability
to readers.