Marjorie Fergusons Facial Expressions Theory

and Why Music Magazines Apply it.

Explanation

Marjorie Ferguson (1980) has identifies the facial expressions used by British cover models into 4 sections :

• The Chocolate Box

• The Invitational

• The Super-Smiler

• The Romantic/Sexual

The Chocolate BoxThe “Chocolate Box” facial expression shows innocence and kindness through a friendly, warm half or full smile at a full or three quarter angle to the camera. Projected mood: blandly pleasing, mild warmth, where uniformity of features in their smooth perfection is devoid of uniqueness or of individuality. The name “Chocolate Box” suggests this.

Invitational

Emphasis on the eyes, mouth shut or with only a hint of a smile, head to one side or looking back to the camera. Projected Mood: suggestive of mischief or mystery, the hint of contact potential rather than sexual promise, the cover equivalent of advertising’s soft sell.

Super Smile

A full face, wide open and toothy smile with the head thrust forward or chin thrown back. Hair often would be wind blow or messy. Projected Mood: aggressive, “look at me” demanding, the hard sell, “big come-on” advertising approach.

Romantic or SexualA fourth and more general classification devised to include a male and female “two-some”; or the dreamy, heavy-lidded, unsmiling, big-heads, or the overtly sensual and sexual. Not smiling suggests availability to readers. Projected Mood: possible “available” and definitely available.