word of the week makeover

people's society.

Language also is now much more subject to change than was formerly the case and it is expected to clothe our modern, ever-changing attitudes and escapades in the relevant words at the drop of a hat. An atmosphere characterised by a permanent state of flux needed some way of capturing this verbally, and makeover obligingly stepped into the linguistic gap.

I had originally thought of makeover in the sense of total change as having been with us for a shorter time than it actually has. In my mind it is associated with recent daytime television programmes in which perfectly ordinary looking people subject themselves to a complete change of hairstyle, clothes and make-up - even the men - and are then expected to ooh and aah in front of a mirror in appreciation of the change that has been wrought in them. Actually, I think that the supposed appreciative sounds may frequently be misinterpreted cries of anguish, but then I am a self-confessed cynic.

However, makeover is older than I gave it credit for. Surprisingly it was first used in Britain in the late 60s. This was the decade when people were supposed to let it all hang out and do their own thing, stopping only to add a few more flowers to their hair. Makeover does seem an unlikely hippy companion.

Originally an import from the US, makeover did not really make much progress on the ground over here until the 70s. Even then its progress was gradual and limited. Until the closing years of the decade it tended to stay within the pages of those publications designed for the use of professional hairdressers and beauticians. If you were the kind who just popped in unannounced to the corner hairdresser's for a quick trim or shampoo and set, makeover would most likely have impinged itself on your consciousness.

By the end of the 70s makeover had extended its tentacles to women's magazines and this influence was to become more marked in the lucrative magazine market of the 1980s. Magazines thrive on advertising and therefore it seemed a good ploy on the part of those who owned and ran women's magazines to set out to persuade readers that basically they were a mess and required a complete overhaul if they were ever to hold on to their men - or even their jobs. Naturally certain brands of make-up and clothes were necessary to accomplish such an overhaul, price being appropriately geared to the presumed budget of the target readership. As an inducement to those who were foolish enough to think that they were all right as they were, magazines tried to shame them by inviting readers to take advantage of an opportunity to have their appearances redesigned by experts in the make-up and fashion fields -

in other words, to undergo

a makeover.

They then showed before and after photographs of the makeover victims, both supposedly indicating what miracles the wonders of modern cosmetics and fashion had achieved. Of course, it has to be said that by this time camera techniques had improved immeasurably and often it was in fact the wonders of modern photography that were on display. Okay, I admit that my natural cynicism is showing again.

By the early 80s the makeover was mainly associated with the supposed improvements in the female appearance - the average male still restricting his cosmetic counter purchases to aftershave, if that. Later all this was to change. It was not that men suddenly started yearning for a completely new look. This desire was more of a 90s phenomenon, brought about by a distinct increase in the level of male insecurity, perhaps in response to the threat of the dreaded girl power.

The decade that was the 80s has a great deal to answer for. One of its sins, although admittedly a fairly minor one, given that

the 80s witnessed the excesses of rampant Thatcherism, was to allow makeover to leave the pages of women's magazines and begin to affect the rest of society.

Housing was important in the 80s. All who aspired to be someone or indeed all who just wanted the security of a roof over their heads were persuaded that they just had to get into

the property market at whatever cost. The

cost for many turned out to be negative equity but, before this stark realisation dawned, everyone became convinced of the necessity of home improvements.

Radical home improvements requiring more than just a bit of DIY redecorating formerly had various ways of describing themselves, from the rather formal refurbishment to the more informal revamp or facelift to the voguish gentrification. By the mid to late 90s there was a new linguistic entry in the field of home improvements. Yes, you've guessed correctly - it was makeover and housing makeovers also became the subject of daytime TV, the final accolade.

Property used to be regarded as a cast-iron investment, but changing interest rates and a pattern of boom and slump has changed this. makeover has thus moved with the times and gone into the glitzy PR business. Currently it is the helpmeet of the icons of the age, the image maker and the spin doctor. If any MP, for example, is showing distressing signs of originality, a makeover is guaranteed to bring him/her into line. Indeed, makeover was responsible for clones long before the advent of Dolly the sheep.

how makeover has been used in The Herald recently

Charlotte Vale, a plump and dowdy spinster, who - after psychotherapy, a diet and complete makeover - would emerge as a poised and beautiful woman

The ''new'' bit doubtless referred to the tune's reggae makeover

In a startling new makeover, Bird's Eye have opted for a radically different image

The doyenne of the budget makeover, for house, office and home, Anne is well-known for her TV appearances on DIY shows

But the city's needs are far greater than the marbled makeover of its downtown streets

Bunty is 40 tomorrow and has survived the nips and tucks of regular makeovers which have kept her in shape and maintained her position as an attractive proposition

The Salvation Army hostel in The Pleasance, Edinburgh, is to get a #2m makeover

Gerry Malone has had a makeover; he is slimmer, smiles more and is trying hard to be pleasant