Editing Smiley (section)

== Symbolism in popular culture and applications ==
The smiley has now become synonymous with culture across the world. It is used for [[communication]], imagery, branding, and topical purposes to display a range of [[emotion]]s. In print, numerous brands used a yellow happy face to demonstrate happiness, beginning in the 1960s.

===United States advertising campaigns===
Before many countries had licensing and/or trademark restrictions on the smiley, different designs were used in advertising campaigns in the early to mid 1900s. Much of this activity was centered on the [[Northeastern United States]].{{citation needed|date=April 2024}} One of the first known commercial uses of a smiling face was in 1919, when the Buffalo Steam Roller Company in [[Buffalo, New York]], applied stickers on receipts with the word ''"thanks"'' and a smiling face above it. The face contained a lot of detail, having eyebrows, nose, teeth, chin, and facial creases reminiscent of "man-in-the-Moon" style characteristics.<ref>{{cite web |last1=van Den Berg |first1=Erik |title=De smiley is niet stuk te krijgen |url=https://www.volkskrant.nl/nieuws-achtergrond/de-smiley-is-niet-stuk-te-krijgen~b3837d85/ |publisher=[[de Volkskrant]] |access-date=5 April 2024 |archive-date=5 April 2024 |archive-url=https://web.archive.org/web/20240405144351/https://www.volkskrant.nl/nieuws-achtergrond/de-smiley-is-niet-stuk-te-krijgen~b3837d85/ |url-status=live }}</ref> Another early commercial use of a smiling face was in 1922 when the Gregory Rubber Company of [[Akron, Ohio]], ran an ad for "smiley face" balloons in ''The Billboard''. This happy face had hair, a nose, teeth, pie eyes, and triangles over the eyes.<ref name="ad1">{{cite web|url=https://commons.wikimedia.org/w/index.php?title=File:The_Billboard_1922-03-18-_Vol_34_Iss_11_(IA_sim_billboard_1922-03-18_34_11).pdf&page=28|title="The Gregory Rubber Co Toys ad on page 20 of The Billboard March 18, 1922"|website=commons.wikimedia.org|access-date=2021-06-16|archive-date=11 August 2021|archive-url=https://web.archive.org/web/20210811235416/https://commons.wikimedia.org/w/index.php?title=File:The_Billboard_1922-03-18-_Vol_34_Iss_11_(IA_sim_billboard_1922-03-18_34_11).pdf&page=28|url-status=live}}</ref> In 1953 and 1958, similar happy faces were used in promotional campaigns for the films [[Lili (1953 film)|''Lili'']] (1953) and [[Gigi (1958 film)|''Gigi'']] (1958).<ref>[https://www.newspapers.com/article/daily-news-an-early-smiley-in-an-ad-for/137152573/ An early smiley in an ad for the movie LILI (1953).] {{Webarchive|url=https://web.archive.org/web/20240223150955/https://www.newspapers.com/article/daily-news-an-early-smiley-in-an-ad-for/137152573/ |date=23 February 2024 }} (newspapers.com) Daily News, New York, New York, Tue, Mar 10, 1953, Page 312</ref>

Happy faces in northeastern United States, and later in the entire country, became a "common theme" within advertising circles from the 1960s onwards. This rose to prominence during the 1960s and was remixed and interpreted in different ways up until the 1980s. There were sporadic designs of smiling faces or happy face before this, but it wasn't until the WMCA in the early 1960s used yellow and black that the theme became more commonplace. Today trademark restrictions (e.g. [[The Smiley Company]]) make this kind of de-centralized design less likely or frequent.

===In print===
Franklin Loufrani used the word smiley when he designed a smiling face for the newspaper he was working for at the time. The Loufrani design came in 1971, when Loufrani designed a smiley face for the newspaper, ''[[France-Soir]]''. The newspaper used Loufrani's smiley to highlight stories that they defined as ''"feel-good news."''<ref name="vice2" /> This particular smiley went onto form [[The Smiley Company]]. [[Mad (magazine)|''Mad'']] magazine notably used the smiley a year later in 1972 across their entire front page for the April edition of the magazine. This was one of the first instances that the smiling face had been adapted, with one of the twenty visible smileys pulling a face.<ref>{{cite news |title=Front cover of Mad |issue=150 |publisher=[[Mad (magazine)|Mad]] |date=April 1972 |pages=1}}</ref>

In the [[United States]], there were many instances of smiling faces in the 1900s. However, the first industry to mass adopt the smiley was in [[comics]] and cartoons.

The logo for and cover of the omnibus edition of the ''[[Watchmen]]'' comic book series is a smiley badge, worn by the character the Comedian, with blood splattered on it from the murder which initiates the events of the story.

In the [[DC Comics]], shady businessman "[[Boss Smiley]]" (a political boss with a smiley face for a head) makes several appearances.<ref name=TrueStory>{{Cite web |url=https://www.rushordertees.com/blog/smiley-face-history/ |title=The True Story of The Smiley Face T-shirt by Imri Merritt, August 15, 2022 |access-date=20 February 2024 |archive-date=20 February 2024 |archive-url=https://web.archive.org/web/20240220192952/https://www.rushordertees.com/blog/smiley-face-history/ |url-status=live }}</ref>

===Music and film===
As music genres began to create their own cultures from the 1970s onwards, many cultures began to incorporate a smiling face into their culture. In the late 1970s, the [[United States|American]] band [[Dead Kennedys]] launched their first recording, "[[California über alles]]". The single cover was a collage aimed to look like that of a [[Nazi]] rally prior to [[World War II]]. It featured three of the vertical banners commonly used at such rallies, but with the usual [[swastika]]s replaced by large smileys.<ref>Johnson, Heather. "[http://mixonline.com/mag/audio_dead_kennedys/index.html Dead Kennedys' 'California Uber Alles'] {{webarchive|url=https://web.archive.org/web/20141110093019/http://mixonline.com/mag/audio_dead_kennedys/index.html |date=2014-11-10 }}". ''[[Mix Online]]''. 1 October 2005.</ref> In the UK, the happy face has been associated with [[psychedelic culture]] since [[Ubi Dwyer]] and the [[Windsor Free Festival]] in the 1970s and the [[electronic dance music]] culture, particularly with [[acid house]], that emerged during the [[Second Summer of Love]] in the late 1980s. The association was cemented when the band [[Bomb the Bass]] used an extracted smiley from the comic book series ''[[Watchmen]]'' on the center of its "[[Beat Dis]]" hit single.

[[File:Watchmen-smiley.svg|thumb|The ''[[Watchmen]]'' comic series logo]]

In addition to the movie adaptation of ''[[Watchmen]]'', the film ''[[Suicide Squad (2016 film)|Suicide Squad]]'' has the character [[Deadshot]] staring into the window of a clothing store. Behind a line of mannequins is a yellow smiley face pin, which had been closely associated to another DC comic character, [[Comedian (character)|Comedian]].<ref>{{cite web |last1=Steinberg |first1=Nick |title=20 Hidden Details In 'Suicide Squad' You May Have Missed |date=10 August 2016 |url=https://www.goliath.com/movies/20-hidden-details-in-suicide-squad-you-may-have-missed/ |publisher=Goliath |access-date=9 April 2020 |archive-date=24 September 2020 |archive-url=https://web.archive.org/web/20200924103051/https://www.goliath.com/movies/20-hidden-details-in-suicide-squad-you-may-have-missed/ |url-status=dead }}</ref> The 2001 film ''[[Evolution (2001 film)|Evolution]]'' has a three-eyed smiley for its logo. It was later carried onto the movie's spin-off cartoon, ''[[Alienators: Evolution Continues]]''.

In the film ''[[Forrest Gump]]'' it is implied the titular character inspired the smiley face design after wiping his face on a T-shirt while running coast to coast.

In the late-1980s, the smiley again became a prominent image within the [[music industry]]. It was adopted during the growth of [[acid house]] across [[Europe]] and the UK in the late 1980s. According to many, this began when DJ, [[Danny Rampling]], used the smiley to celebrate [[Paul Oakenfold]]'s birthday.<ref>{{cite web |title=The strange, tangled history of the acid house smiley |date=18 April 2018 |url=https://www.redbull.com/gb-en/history-of-the-acid-house-smiley |publisher=[[Red Bull]] |access-date=3 December 2019 |archive-date=3 December 2019 |archive-url=https://web.archive.org/web/20191203192535/https://www.redbull.com/gb-en/history-of-the-acid-house-smiley |url-status=live }}</ref> This sparked a movement where the smiley moved into various dance genres, becoming a symbol of 1980s dance music.<ref>{{cite web |title=Acid History: How The Smiley Became The Iconic Face Of Rave |url=https://www.electronicbeats.net/the-feed/untold-history-rave-smiley/ |work=ElectronicBeats magazine |date=5 January 2017 |access-date=3 December 2019 |archive-date=3 December 2019 |archive-url=https://web.archive.org/web/20191203192540/https://www.electronicbeats.net/the-feed/untold-history-rave-smiley/ |url-status=live }}</ref>

In 2022, [[David Guetta]] collaborated with [[Felix Da Housecat]] and [[Miss Kittin|Kittin]] to release the song, ''Silver Screen'', a reimagined version of the 2001 [[dance (music genre)|dance]] track. Guetta's version celebrated positivity and happiness.<ref>{{cite web |last1=Crews |first1=Isaac |title=David Guetta Joins Smiley's Campaign Of Positivity With An Exclusive Video Release For Upbeat Anthem 'Silver Screen' |url=https://sounderground.net/david-guetta-joins-smileys-campaign-of-positivity-with-an-exclusive-video-release-for-upbeat-anthem-silver-screen |publisher=Sounderground |date=March 12, 2022 |access-date=30 May 2022 |archive-date=7 June 2024 |archive-url=https://web.archive.org/web/20240607183800/http://ww1.sounderground.net/ |url-status=live }}</ref> The music video features a cameo from street artist, [[André Saraiva]] and portrays different groups portraying the message ''"Take The Time To Smile."'' The video partners that message with numerous smileys, on the side of buildings, on placards and on posters.

===Physical products===
[[Vittel (water)|Vittel]] announced in 2017 that they would be using the smiley on a special edition design of its [[water bottle]]s. [[AdAge]] referred to its use as a "feel-good effect" and water bottles using the smiley icon had an 11.8% increase in sales, compared to the standard bottles, with 128 million bottles sold across Europe which featured the smiley-design.<ref name=adage>{{cite web |title=How Smiley's "Defiant Optimism" Helps Brands emerge from Darker Times |date=June 2021 |url=https://adage.com/article/smiley/how-smileys-defiant-optimism-helps-brands-emerge-dark-times/2339736 |publisher=[[AdAge]] |access-date=20 October 2021 |archive-date=27 January 2022 |archive-url=https://web.archive.org/web/20220127143122/https://adage.com/article/smiley/how-smileys-defiant-optimism-helps-brands-emerge-dark-times/2339736 |url-status=live }}</ref>
In the UK, "Jammie Dodgers", a legendary biscuit line, incorporate the smiley engraved into circular cookies.

===Art and fashion===
As part of his early works, graffiti artist [[Banksy]] frequently used the smiley in his art. The first of his major works that included a smiley was his Flying Copper portrait, which was completed in 2004. It was during a period when Banksy experimented with working on canvas and paper portraits. He also used the smiley in 2005 to replace the face of the [[grim reaper]]. The image became known as ''"grin reaper."''<ref>{{cite web |title=The Staying Power of the Smiley Face |url=https://www.artsy.net/article/artsy-editorial-staying-power-smiley-face |publisher=Artsy |date=15 August 2019 |access-date=9 April 2020 |archive-date=9 April 2020 |archive-url=https://web.archive.org/web/20200409105133/https://www.artsy.net/article/artsy-editorial-staying-power-smiley-face |url-status=live }}</ref><ref>{{cite news |last1=O'Brien |first1=Jennifer |title=Banksy to sell works at Art Source fair in Dublin |url=https://www.thetimes.com/world/ireland-world/article/banksy-to-sell-works-at-art-source-fair-in-dublin-knchl60nw |work=[[The Times]] |access-date=9 April 2020 |archive-date=3 October 2020 |archive-url=https://web.archive.org/web/20201003061830/https://www.thetimes.co.uk/article/banksy-to-sell-works-at-art-source-fair-in-dublin-knchl60nw |url-status=live }}</ref> In 2007, [[The Smiley Company]] partnered with [[Moschino]] for the campaign, ''"Smiley for Moschino."''<ref name=businessoffashion>{{cite web |title=The Smiley Company's Evolution From Licensor to a €350m Lifestyle Brand |url=https://www.businessoffashion.com/articles/news-analysis/the-smiley-companys-evolution-from-licensor-to-a-350m-lifestyle-brand/ |publisher=Business of Fashion |date=March 15, 2022 |access-date=30 May 2022 |archive-date=7 June 2024 |archive-url=https://web.archive.org/web/20240607183800/https://www.businessoffashion.com/articles/news-analysis/the-smiley-companys-evolution-from-licensor-to-a-350m-lifestyle-brand/ |url-status=live }}</ref>

During the [[COVID-19 pandemic]], fashion label [[Pull & Bear]] announced they would be releasing t-shirts with a smiley design incorporated on the front.<ref name=adage /> Other fashion labels that have used the smiley on their garments include [[H&M]] and [[Zara (retailer)|Zara]]. The smiley has also featured on high-end fashion lines, including [[Fendi]] and [[Moncler]].<ref>{{cite web |last1=Gallagher |first1=Jacob |title=The Shockingly Large Business Behind the Iconic Smiley Face |url=https://www.wsj.com/articles/the-shockingly-large-business-behind-the-iconic-smiley-face-11559058457 |newspaper=[[The Wall Street Journal]] |date=May 28, 2019 |access-date=20 October 2021 |archive-date=1 December 2021 |archive-url=https://web.archive.org/web/20211201100151/https://www.wsj.com/articles/the-shockingly-large-business-behind-the-iconic-smiley-face-11559058457 |url-status=live }}</ref> High end French jeweller Valerie Messika produced white gold and yellow pendants, which contained a smiley face.<ref>{{cite web |last1=Baërd |first1=Elodie |title=Joaillerie: Messika célèbre les 50 ans de Smiley avec le sourire |url=https://www.lefigaro.fr/industrie-mode/bijouterie-souriez-vous-etes-chez-messika-20220221 |publisher=[[Le Figaro]] |language=French |date=February 21, 2022 |access-date=30 May 2022 |archive-date=30 May 2022 |archive-url=https://web.archive.org/web/20220530154939/https://www.lefigaro.fr/industrie-mode/bijouterie-souriez-vous-etes-chez-messika-20220221 |url-status=live }}</ref>

For the 50th birthday of the Smiley, [[Galeries Lafayette]] in [[Paris]], [[Beijing]] and [[Shanghai]] and 10 [[Nordstrom]] department stores sold limited edition smiley products to commemorate the anniversary.<ref>{{cite web |last1=Verdon |first1=Joan |title=Nordstrom And Luxury Brands Help The Smiley Face Celebrate Its 50th Birthday |url=https://www.forbes.com/sites/joanverdon/2022/03/04/nordstrom-and-luxury-brands-help-the-smiley-face-celebrate-its-50th-birthday/?sh=69c443e025ba |work=[[Forbes]] |date=March 4, 2022 |access-date=30 May 2022 |archive-date=30 May 2022 |archive-url=https://web.archive.org/web/20220530154939/https://www.forbes.com/sites/joanverdon/2022/03/04/nordstrom-and-luxury-brands-help-the-smiley-face-celebrate-its-50th-birthday/?sh=69c443e025ba |url-status=live }}</ref> During the same year, [[Lee (jeans)|Lee Jeans]] announced the launch of a new clothing collection, Lee x Smiley.<ref>{{cite web |last1=Russell Jones |first1=John |title=Lee Celebrates Smiley 50th Anniversary with new Collection |url=https://mr-mag.com/lee-celebrates-smiley-50th-anniversary-with-new-global-collaboration/ |publisher=MR (magazine) |date=March 9, 2022 |access-date=30 May 2022 |archive-date=12 August 2022 |archive-url=https://web.archive.org/web/20220812100419/https://mr-mag.com/lee-celebrates-smiley-50th-anniversary-with-new-global-collaboration/ |url-status=live }}</ref>

===Gaming===
In 1980, [[Namco]] released the now famous ''[[Pac-Man]]'', a yellow faced cartoon character. In 2008, the video game ''[[Battlefield: Bad Company]]'' used the yellow smiley as part of its branding for the game. The smiley appeared throughout the game and also on the cover. The smiley normally appeared on the side of a grenade, which is something that became synonymous with the ''Battlefield'' series.<ref>{{cite magazine |title=Hands-on: Battlefield - Bad Company |url=https://www.wired.com/2008/02/hands-on-battle/ |magazine=[[Wired (magazine)|Wired]] |date=28 February 2008 |access-date=9 April 2020 |archive-date=9 August 2020 |archive-url=https://web.archive.org/web/20200809183752/https://www.wired.com/2008/02/hands-on-battle/ |url-status=live }}</ref>

The 1987 [[Atari ST]] game ''[[MIDI Maze]]'', released on other platforms as ''Faceball 2000'', features round, yellow Smileys as enemies. When a player is eliminated, these enemies taunt the player with the phrase "[[Have a nice day]]."

The Pokémon [[Ditto (Pokémon)|Ditto]] is based on the smiley face. [[Game Freak]]'s staff described Ditto as "the weirdest Pokémon" in the franchise.<ref name="ditto">{{cite magazine |first=Andy |last=Eddy |authorlink=Andy Eddy |magazine=@Gamer |quote=Andy toured the Game Freak offices, including the themed conference rooms—one of which is like a jungle. In fact, Andy later interviewed Matsuda and Sugimori here. [...] they deemed Ditto the weirdest Pokémon—a simple blob that began as a tribute to the classic yellow smiley face.|issue=6 |publisher=[[Best Buy]] |date=February 2011|title=Feature}}</ref>

===Events, business, and social sciences===
During the [[2012 Summer Olympics opening ceremony|London 2012 opening ceremony]], early on in the show a number of giant yellow beach balls were released into the audience. Each had a large smiley face.<ref>{{cite web |last1=Gunn |first1=Frank |title=Spectators play with giant smiley face beach balls during the pre-show for the Olympic Games Opening ceremonies in London on Friday July 27, 2012 |url=http://www.vancouversun.com/sports/2012-summer-games/story.html?id=7006231 |publisher=[[Vancouver Sun]] |date=28 July 2012 |access-date=9 April 2020 |archive-date=3 October 2020 |archive-url=https://web.archive.org/web/20201003030255/http://www.vancouversun.com/sports/2012-summer-games/story.html?id=7006231 |url-status=dead }}</ref> [[Walmart]] uses a smiley face as its mascot.<ref>{{Cite web |date=2016-06-01 |title=Why the (Smiley) Face? A Chat with Walmart's CMO |url=https://corporate.walmart.com/newsroom/business/20160601/why-the-smiley-face-a-chat-with-walmarts-cmo |access-date=2024-02-21 |website=Corporate - US (The Wayback Machine) |language=en |archive-date=28 February 2020 |archive-url=https://web.archive.org/web/20200228123412/https://corporate.walmart.com/newsroom/business/20160601/why-the-smiley-face-a-chat-with-walmarts-cmo |url-status=dead }}</ref> [[User experience]] researchers showed that the usage of smileys to represent measurement [[Scale (social sciences)|scales]] may ease the challenges related to [[translation]] and implementation for brief cross-cultural surveys.<ref>{{Cite book |last1=Sedley |first1=Aaron |url=https://www.rti.org/rti-press-publication/language-survey-research |title=Scaling the Smileys: A Multicountry Investigation (Chapter 12) in The Essential Role of Language in Survey Research |last2=Yang |first2=Yongwei |date=2020-04-30 |publisher=RTI Press |isbn=978-1-934831-24-3 |editor-last=Sha |editor-first=Mandy |doi=10.3768/rtipress.bk.0023.2004 |doi-access=free |access-date=11 December 2023 |archive-date=11 December 2023 |archive-url=https://web.archive.org/web/20231211122733/https://www.rti.org/rti-press-publication/language-survey-research |url-status=live }}</ref>

The [[Brooklyn Bridge]] had a smiley projected onto the base one evening in 2020. The smiley was part of a wider campaign by [[The Smiley Company]] to increase happiness for [[New York City|New Yorker]]s. The 82 feet wide projected smiley featured light pink lipstick on the mouth of the smiley.<ref>{{cite web |title=Giant smiley face projected onto Brooklyn Bridge to cheer up New Yorkers |url=https://nypost.com/2020/07/28/why-is-there-a-giant-emoji-on-the-brooklyn-bridge/ |publisher=[[NY Post]] |date=July 28, 2020 |access-date=5 April 2024 |archive-date=5 April 2024 |archive-url=https://web.archive.org/web/20240405144352/https://nypost.com/2020/07/28/why-is-there-a-giant-emoji-on-the-brooklyn-bridge/ |url-status=live }}</ref>

In 2022, [[Assouline]] published "50 Years of Good News," a breakdown of the cultural development of the smiley and its use.<ref>{{cite web |last1=Seamons |first1=Helen |title=We love: Fashion fixes for the week ahead – in pictures |url=https://www.theguardian.com/fashion/gallery/2022/feb/05/we-love-fashion-fixes-for-the-week-ahead-in-pictures |newspaper=[[The Guardian]] |date=February 5, 2022 |access-date=30 May 2022 |archive-date=7 June 2024 |archive-url=https://web.archive.org/web/20240607183803/https://www.theguardian.com/fashion/gallery/2022/feb/05/we-love-fashion-fixes-for-the-week-ahead-in-pictures |url-status=live }}</ref>

In 2022, the [[International Day of Happiness]] was celebrated by projecting a smiley onto a number of landmarks around the globe. In [[Seoul]], [[South Korea]], a smiley celebrating happiness was projected onto [[N Seoul Tower|The Seoul Tower]].<ref>{{cite web |title='스마일리' 보며 행복해져볼까[언박싱] |url=http://nbiz.heraldcorp.com/view.php?ud=20220321000240 |publisher=[[The Korea Herald]] |language=Korean |date=March 21, 2021 |access-date=30 May 2022 |archive-date=25 April 2023 |archive-url=https://web.archive.org/web/20230425054319/http://nbiz.heraldcorp.com/view.php?ud=20220321000240 |url-status=live }}</ref>