Millum & Ferguson

FACIAL EXPRESSION RESEARCH

TREVER MILLUM (1975) Millum identified 5 key facial expression theories. He looked into how magazines use facial expressions in their photos to promote a product.

CAREFREE

The person in the image has a happy facial expression and appears to be having fun and leading a carefree lifestyle. The person is almost always smiling or grinning.

PRACTICAL

Usually an image where the subject is engaged in business in an office setting. Facial expression expresses that the person is concentrating – mouth closed and eyes fixed on an object.

SEDUCTIVE

Similar to cool/level*, this a facial expression that represents confidence. The eyes and face are usually relaxed to give a reserved look.

*Cool/level• Slightly aloof• Confident • Eye contact

with reader (direct mode of address)

COMIC

Images with an element of comedy. Usually includes people pulling faces or laughing and often exaggerated.

CATALOGUE

The person in the image appears very posed and has a false, smiling expression. No personality is expressed, as the purpose of the image is often to model clothing.

MARJORIE FERGUSON (1980)

Marjorie Ferguson identified four types of facial expression. Chocolate box, invitational, super smiler and romantic/sexual. These theories are based mainly on female facial expressions whereas Millum’s theory is applied to both male and female.

CHOCOLATE BOX

Half or full smile, lips slightly parted with teeth barley visible. Used to project a mood of warmth, innocence and perfection.

INVITATIONAL

Emphasis on the eyes of the person, mouth often shut with a hint of a smile. The head is usually positioned to the side or looking back at the camera. Suggests mischief or mystery.

SUPER SMILER

Full face shown, wide smile with teeth showing, head is often thrust forward or chin is back, the person’s hair is often wind blown if long. Makes the subject stand out and projects a ‘look at me’ mood.

ROMANTIC OR SEXUAL

Image usually includes a male and female couple. Facial expressions often ‘dreamy’, heavy-lidded and relaxed. Projects a sensual mood and reflects ‘availability’.