Marjorie Ferguson Marjorie Ferguson Theory states that female

Marjorie Ferguson

Marjorie Ferguson – Theory states that female lifestyle magazines construct “The cult of femininity”; “consciously cultivated female bond”. • Marjorie Ferguson identified facial expressions of women in British magazines, here are the 4 expressions: – Chocolate Box – Half/Full smile; Lips together/slightly parted; Teeth barely visible; full/three-quarters of the face to the camera. Projected mood: blandly pleasing, warm bath warmth, where uniformity of features in their smooth – Invitational – Emphasis on the eyes; Mouth shut with 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-Smiler – Full face; wide open, toothy smile; Head thrusts forward or chin thrown back; Hair often wind blown. Projected mood: aggressive, ‘look-at-me’ demanding, the hard sell, ‘big come-on’ approach. – Romantic or Sexual – includes male/female “couples”; Dreamy; Heavy lidded eyes; overly sensual/sexual. Projected moods: possible ‘available’ and definitely ‘available’.