Marjorie Ferguson

Ferguson identified and concentrated on four types of facial expressions on front covers of women’s magazines in Britain.

Chocolate Box

• Half/full smile• Lips together or slightly parted• Teeth barely visible• Either full face or three quarters • of face towards the camera

By using chocolate box for a front cover of a women’s magazine, It makes the cover look blandly pleasing, informality of beauty and devoid uniqueness.

Invitational

• Emphasis on the eyes• Mouth shut with only a hint of a smile• Either head to one side or looking back to

camera

By using the ‘invitational’ facial expression, it suggests a feel of mischief or mystery, has a hint of contact rather than sexual promise

Super-Smiler

• Full Face• Wide open, toothy smile• Head thrust forward or chin thrown back• Hair often ‘wind-blown’

The super-smiler has a demanding and aggressive ‘look at me’ affect and a ‘come on’ approach.