Facial Expressions

Millum’s theorem

Trevor Millum came up with a theory relating to commonly used male facial expressions used by magazines to promote a product, these expressions are:

Carefree – showing an active, healthy vibrant outdoor guy. Showing the male to be often smiling or grinning.

Practical – a concentrating look with the mouth closed. Sometimes a slight frown., with direct mode of address, with business man like dress code.

Seductive – eyes are closed a little, maybe shaded, expression includes a slight smile, this expression is similar to the cool/level expression also in Millum’s theory.

Millum’s theory

Cool/level – indifferent, self-sufficient, arrogant, slightly insolent, haughty, aloof, confident, reserved: wide eyes, full lips straight or slightly parted. Often has blonde hair. Direct mode of address is also included in this expression.

Comic- this expression is deliberately ridiculous or exaggerated, the subject is acting like a fool, pulling a face for the benefit of the reader.

Catalogue- a natural look as that of a mannequin, warlike and artificial. The features may be in any position, xmost likely be a vacant expression.

Ferguson Theory Marjorie Ferguson (1980) identified four types of facial

expressions in the cover photos of British women's magazines:

Chocolate Box – half or full smile, lips together or slightly parted, teeth barely visible, full or three quarter face to camera.

Invitational- emphasis on the eyes, mouth shut or with a hint of a smile. Mood suggesting mystery and mischief.

Super-smiler – full face, wide open toothy smile, hair often blown back.

Romantic or sexual- heavy lidded dreamy expression.