Marjorie Ferguson

and

Naomi Wolf

Research

Marjorie Ferguson-Use of Facial Expressions

Chocolate Box
Invitational
Super Smiler
Romantic or Sexual

In 1980, Marjorie Ferguson coined four terms for four different poses for the front covers of magazines

Chocolate Box

Half or full smile, lips together yet slightly parted so that teeth are just barely visible. Full or three quarter face towards camera. This suggests they have perfect features and gives off a warmth.

Invitational

This pose focuses on emphasising the eyes of the model. the mouth is shut, there may be a hint of a smile. The head is to one side of slightly looking back at the camera. This suggests mystery.

Super Smiler

Full face with a wide, full toothy smile. hair often wind swept with the full head forward or chin thrust back. This gives off the feel of a demanding approach.

Romantic or Sexual

More general, includes a male and female. Normally dreamy and heavy looking. Overly sensual or sexual

Naomi Wolf - The Beauty Myth

In 1990, Naomi Wolf published a book called "The Beauty Myth - How Images of Beauty Are Used Against Women"

The basic message of the book is that as women have gained social power, they are expected to adhere to a certain high standard of physical beauty. She criticizes the fact that beauty and fashion industries unfairly exploit women and that they should be able to make their own choices based on their own opinions of physical appearance.

The book was a best seller and won praise from many feminists who agreed with her points. There were five areas that she focused on in the book.

The Five

Areas

Violence

Sex

Religion

Hunger

Work

The Beauty Myth In Media

Naomi Wolf's Beauty Myth can be applied in media situations
Pictures of attractive, beautiful women in order to sell the products to women.
They are attracted to these images as women have grown up in a patriarchal society and conditioned to aspire to be like models.
It persuades the reader to but the product which the attractive woman is modelling for.
These women also attract men to the products.
An attractive woman on the cover of a magazine creates a sexual desire for the males interested in the product.