Mulvey and Ferguson theory

Learning objective:

To analyse magazine images and produce a list describing the modes of address.

Key words: Marjorie Ferguson - Chocolate box. Invitational. Smiler. Romantic.
Scopophilia; from Greek "love of looking", is deriving pleasure from looking. As an expression of sexuality, it refers to sexual pleasure derived from looking at erotic objects: erotic photographs, pornography, naked bodies, etc.

Categorizing facial expressions

Marjorie Ferguson 1980

 Identified four types of facial expression in the cover of women’s magazines:

Chocolate Box: half or full-smile, lips together or slightly parted, teeth barely visible, full or three-quarter face to camera. Projected mood: blandly pleasing, like a warm bath, where uniformity of features in their smooth perfection is devoid of uniqueness or of individuality.

Invitational: emphasis on the eyes, mouth shut or with only a hint of a smile, head to one side or looking back to 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 thrust 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: a fourth and more general classification devised to include male and female ‘two-somes’; or the dreamy, heavy-lidded, unsmiling big-heads, or the overtly sensual or sexual. Projected moods: possible ‘available’ and definitely ‘available’.

Task 1: Ferguson undertook this work over 15 years ago. Does it still apply?

a) Look at a range of magazines and try to categorise them according to Ferguson. 

b) Pick two covers of women’s magazines, and explore what they suggest that women are like, what they are interested in, and what they are NOT like and NOT interested in. 

Look at the main photo and any other images, the cover lines (the language 

they use as well as their content) and draw up a list of the following:

• What do women look like, according to the covers?

• What DON’T they look like?

• What are women interested in, according to the covers?

• What things are they NOT interested in (ie things that the cover lines don’t, er, cover)?

• Describe women’s personalities according to the covers.

Do this exercise in your orange books call it Marjorie Ferguson modes of address. HT-4

Trevor Millum

In a study of advertisements in women’s magazines, Trevor Millum offers these categories of female expressions:

• Soft/introverted: eyes often shut or half-closed, the mouth slightly open/pouting, rarely smiling; an inward-looking trance-like reverie, removed from earthly things.
• Cool/level: indifferent, self-sufficient, arrogant, slightly insolent, haughty, aloof, confident, reserved; wide eyes, full lips straight or slightly parted, and obtrusive hair, often blonde. The eyes usually look the reader in the eye, as perhaps the woman regards herself in the mirror.
• Seductive: similar to the cool/level look in many respects - the eyes are less wide, perhaps shaded, the expression is less reserved but still self-sufficient and confident; milder versions may include a slight smile.
• Narcissistic: similarities to the cool/level and soft/introverted looks, rather closer to the latter: a satisfied smile, closed or half-closed eyes, self-enclosed, oblivious, content - ‘activity directed inward’.
• Carefree: nymphlike, active, healthy, gay, vibrant, outdoor girl; long unrestrained outward-flowing hair, more outward-going than the above, often smiling or grinning.
• Kittenlike: coy, naïve (perhaps in a deliberate, studied way), a friendlier and more girlish version of the cool/level look, sometimes almost twee.
• Maternal: motherly, matronly, mature, wise, experienced and kind, carrying a sort of authority; shorter hair, slight smile and gentle eyes - mouth may sometimes be stern, but eyes twinkle.
• Practical: concentrating, engaged on the business in hand, mouth closed, eyes object-directed, sometimes a slight frown; hair often short or tied back.

• Comic: deliberately ridiculous, exaggerated, acting the fool, pulling faces for the benefit of a real or imaginary audience, sometimes close to a sort of archness.

Task 2: Watch the clip below from Disney's 'Who Framed Roger Rabbit' (1989) with consideration given to Mulvey's Male Gaze...What kind of character have the film makers created?

Task 3: Find two articles which are both about using body products, one from a men’s magazine and the other from a women’s. Read through each article and underline/highlight any elements which you 

think show a difference in how the articles address men and women. Consider the following

o use of language (slang, metaphors etc)

o underlying assumptions and attitudes about using body products

o definitions of “natural”

o appeals to “experts”