Marjorie ferguson
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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:

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Marjorie ferguson

Marjorie Ferguson


Marjorie ferguson 1350913

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’.


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