1. 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, warm bath warmth, where uniformity of features in their smooth perfection is devoid of uniqueness or of individuality.
2. 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.
3. 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.
4. 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’.
First in the clip, we see the chocolate box look as Rosie Huntington-Whiteley reacts to the scene around her.
We then see a feature of the Male Gaze as the camera lingers on the curves of her body. The romantic/sexual look is shown next, which is inappropriate in the given context; her expression should show how cold she is more than it does, suggesting the look is added just for the entertainment of males.
We see her direct the invitational look at the male character so the audience can identify with the him.
The last look is the super smiler, used to show the audience that she is happy, persuading them to buy clothes from M&S with the idea that the clothes will make them as happy as she is.
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