Перегляд за Автор "Voloshchuk, Iryna"

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    Brand NARRATIVIZATION as receptive aesthetics: multimodal and linguistic-semiotic analysis
    (КПІ ім. Ігоря Сікорського, 2024) Voloshchuk, Iryna; Volkov, Mykyta
    The article aims to study the category of receptive branding aesthetics through multimodal and linguistic semiotic analysis of the narrativization of brand strategies. The article explores how linguistic (storytelling, taglines, slogans) and paralinguistic (logos, color schemes, fonts, tone, voice, etc.) means create receptive brand aesthetics as a multimodal phenomenon. Our research focuses on the multimodal and linguistic-semiotic analysis of brand communications, demonstrating how various linguistic and paralinguistic means shape the brand image and influence its perception by consumers. The article examines how multimodal narratives interact to create a receptive brand aesthetic. It also highlights the tactics through which consumers integrate these brand narratives into their own identities, emphasizing the importance of the receptive approach in the modern marketing environment. The main focus is on the study of integrated marketing communications, particularly how brands use linguistic and paralinguistic multi-semiotic systems to form both an emotional connection and an aesthetic impression on their audience.
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    Employability and Workplace Excellence Inventory
    (Igor Sikorsky Kyiv Polytechnic Institute, 2025) Voloshchuk, Iryna
    The “Employability and Workplace Excellence Inventory” tutorial intended for bachelor's graduate students on specialty “035 Philology”. It helps the graduate students to navigate the job market by reflecting on their personal goals and aspirations. Specifically, this tutorial enables students to shape their global competencies to adapt to the volatile job market. The tutorial includes interactive exercises for students to identify their skills and leverage their strengths into a compelling brand message.
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    Ideasthesia in communication of technological ideas: lingvo cognitive approach
    (КПІ ім. Ігоря Сікорського, 2024) Voloshchuk, Iryna; Glinka, Nataliia; Zarva, Anastasiia
    The article explores the cognitive concept of ideasthesia, which means sensing complex ideas or perceiving their meaning in communicating technological ideas, particularly in presentation (idea pitching). The research focuses on how sensory experiences influence the perception of complex concepts, examining the multimodal approach to idea communication in product presentations. By analyzing case studies of Bill Gates' TerraPower start-up and Apple's iPhone 16 presentation, the article demonstrates how the effective use of sensory-triggering language, multimodal visuals, and storytelling can enhance audience engagement and convey innovative concepts more persuasively. The authors emphasize the role of emotional sensations and multimodal presentations in creating impactful narratives that connect technological innovations with user experiences. The linguistics analysis embraces the usage of specialized terminology, emotive vocabulary that emphasizes the advantages of technology, imaginary words. Complex syntactic constructions that allow detailed disclosure of ideas and concepts, rhetorical questions, and motivational sentences to attract the attention of the audience, clear text structure congruent with multimodal elements appealing to universal values. The article highlights the importance of the stage from stimulating sensory pathways to concept formation in competitive startup communication, showing how companies can successfully bridge technical information with consumeroriented messaging. Through examples of visual storytelling, emotional engagement, and multimodal demos, the study illustrates how ideasthesia enhances the cognitive impact of technological ideas on target audiences. The findings contribute to understanding how startups and technological companies can utilize cognitive science to improve the persuasiveness of their communication strategies and foster stronger connections with consumers, investors, and partners.
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    Leadership language in the course of war: framing and reframing aspects
    (КПІ ім. Ігоря Сікорського, 2023) Voloshchuk, Iryna; Glinka, Nataliia; Usyk, Galyna
    The article presents a multimodal study of leadership language on the example of Ukrainian president Volodymyr Zelensky’s speeches. The significance of the article is determined by the need to investigate the strategy of the modern political narrative of the leader by creating frames and its implementation in both the national and foreign mass media landscapes. The work analyzes how media coverage of Zelensky’s orations constructs frames of the Russian-Ukrainian war viewing. How media (using a mechanism that allows creating a new psychological frame to expand their perception) reframes the outlooks by imposing a specific interpretation onto events. As a result of both textual and visual analysis of Zelensky’s video messages, it is evident that to achieve the communicative goal, the President uses a complex system of argumentation schemes (from the sign “argument from the sign”, by analogy “argument by analogy”, cause and-effect relationship). Numerous strategic and tactical communicative techniques and tools (metaphors, metonymies, epithets, comparisons, allusions, means of stylistic syntax) aimed at creating a frame of Ukraine and shaping its identity allow his speeches to sound clear and convincing.
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    Terminological conceptualization in healthcare professional communication
    (КПІ ім. Ігоря Сікорського, 2021) Voloshchuk, Iryna; Mukhanova, Olena
    The article considers healthcare terminology in the cognitive aspect of professional knowledge cognition and conceptualization by an expert. We apply the notion of frame semantics as the linguistics method introduced by Charles Fillmore as the model of professional cognition in the process of professional communication. The aim of the research is to illustrate cognition in science from the point of conceptualization of professional terminology and health care terminology in particular. For the study of healthcare texts and instructions we used the methods of conceptual analysis in combination with the practice of frame analysis, which consists in modeling the concept by combining different types of basic frames: comparative, subject, action, possessive, taxonomic. The frame that marks the conceptual structure of a healthcare terminology is also the issue of our analysis. Healthcare terminology is considered as a macro-term system, which splits into subsystems, for example: anatomical and histological nomenclature, a complex of pathological-anatomical, pathological-physiological and clinical terminology, pharmaceutical terminology, terminology in the field of reproductive medicine and so on. Following these approaches, the study of healthcare terms takes into account the frame semantics and its role in cognition and afterwards the nomination of professional knowledge in health care. Since concept represents the basic units of processing, storage and transfer of knowledge, one of the main properties of the frame is the categorical nature of the knowledge organization, i. e., formation in the concept a phenomenon, an object, symptoms of a particular diseases, and modeling its relationship with other units of professional knowledge. The method of frame analysis was also used to study the texts of healthcare, which consists in modeling the concept by combining different types of basic frames: subject, action, possessive, taxonomic, and comparative.
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    The linguistic status of ideation in startup discourse
    (КПІ ім. Ігоря Сікорського, 2023) Voloshchuk, Iryna; Glinka, Nataliia; Sats, Leonid
    The paper is devoted to the study of the linguistic status of ideation in startup discourse and its influence on the promotion of innovations in the context of digital marketing in Technology for elaborating on effective professional and marketing communication. The development of startups is the practical discipline that embraces the toolkit of methods to work out, generate, and promote ideas, and their analysis to find out the effective investment policy. Specific language means and strategies are used to present ideas, concepts, and solutions. In the startup environment, they are studied from the point of view of the interaction of verbal (startup pitch decks – information dominant in the ideation process) and visual modes (visual communication tool Venngage for Business which helps to convey complex content in a more visually appealing way – performative dominant in the ideation process). The rhetorical aura of the ideator (ethos, logos, pathos) and his synergistic enthusiasm (entrepreneurial spirit and dynamism) are determined separately, aiming at conveying innovative ideas to attract investments and build effective communications with clients. Information dominant ideation is updated with a logical presentation of arguments, facts, statistics, and persuasive evidence that confirm the idea’s value and convince the audience of the startup success. Performative dominant ideation is actualized by multimodal interactivity that activates the perception of the idea by the audience, through the interference of verbal and visual means stimulated by neurotransmitters. Among these we single out the use of emotionally colored words, metaphors, and stylistic techniques that cause emotional resonance in the audience, acting on consciousness and subconsciousness. The research is based on the platforms Techleaders Talks, Keynote developers speakers, and IT Arena startup competition. As a result of the research, it was determined that idea pitching is a rhetorical phenomenon of professional communication that works in the paradigm of design thinking and has a clear toolkit aimed both at attracting the attention of investors and the inquisitiveness and interest of the audience. Aspects of idea pitching, such as the ideator's rhetorical aura, synergistic enthusiasm, persuasive argumentation, and multimodal interactivity are highlighted and their functions in the presented startup ideas are determined. The article also analyzes Google startups from the point of view of linguistic means of presenting the startup's philosophy, mission, values, and culture.