Transcript Marjorie Ferguson

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’.