«WHAT NOT TO WEAR»: MOTIVATIONAL DISCOURSE OF FASHION MAKEOVER SHOWS

Statement of the problem. Despite the popularity of fashion makeover shows on TV and on the Internet, communicative strategies that are employed by expert teams to boost participants’ self-esteem and motivate them to carry out actions that are beneficial for them have not yet come in the focus of research (e.g. participants could be encouraged to build a successful career). The paper argues that the discursive approach to analyse such shows makes it possible to identify communicative strategies to which experts resort on top of changing people’s looks (wardrobe overhaul, new hairstyle, etc.). Results. Drawing on the discourse analysis of the British makeover shows, it has been identified that fashion experts use a range of discursive strategies. The most common of them are Generalisation Strategy, Confessional Strategy and Complimenting Strategy. The results also demonstrate that members of the fashion team apply general rather than specialist knowledge when implementing these discursive strategies as it helps them to gain trust from participants and make participants more open to changes. Conclusion. Discourse analysis of the fashion makeover shows has indicated that beauty experts who create a new style for a participant use Generalisation Strategy, Confessional Strategy and Complimenting Strategy on top of different fashion tools (e.g. new clothes). These strategies help them to motivate people to change their self-deprecating attitude and carry out certain actions that are beneficial for them. Both new looks and discursive strategies enable makeover shows to reach the global communicative aim which is to bring about positive changes into personal and professional lives of participants.