Franklin Loufrani first introduced 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."" This particular smiley went onto form The Smiley Company. "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.