Facial Expressions Research

Facial Expression ResearchMillum and Ferguson

Trevor Millum -1975

Trevor Millum identified 5 key facial expressions when he conducted a study into how facial expression where used to

promote products.

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.

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.

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.

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.

Catalogue

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

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.

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.

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.

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.

Romantic or Sexual

Image typically includes both a male and female. Facial expressions often dreamy, confident and heavy-lidded.

Represents availability to readers.