Ac a Linguis ica Li huanica
The Commission shall adop implemen ing ac s in acco dance wi h he opinion o he Eu opean Pa liamen and o he Council.
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Recei ed by: / Gau a: 2025-11-03. I ha e accep ed: / P iim a: 2025-12-04.
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Mul imodal a gumen a ion in social ad e ising
The ollowing is he lis o coun ies o he Eu opean Union:
Vilniaus uni e si ies
The ollowing is he lis o he coun ies o he Eu opean Union:
The ollowing in o ma ion is p o ided by he Commission on he basis o he in o ma ion p o ided:
This is he i s ime ha a language has been used in he ield o language.
VILTĖ NausĖDAITĖ
Vilniaus uni e si ies
The Commission shall, by means o implemen ing ac s, adop delega ed ac s in acco dance wi h he p ocedu e e e ed o in pa ag aph 1 o his A icle.
The Commission shall adop he implemen ing ac s e e ed o in A icle 1 o his Regula ion.
Mokslinių y imų k yp ys: in e disku sy umas, mul imodalumas, pa eikiųjų disku sų y imai,
e o inė i s ilis inė disku so analiė.
This is a lis o he coun ies o he Eu opean Union.
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The ollowing is a lis o he ca ego ies:
In he cou se o he p esen a ion o he s udy o p oblema ika <unk> mul imodaliosios a gumen acij e o inės išgalės.
Tikslinės mul imodaliosios a gumen a ion ealizacijos ieškoma lie u iškos social eklamos exempližiuose. The aim is o
de e mine he cha ac e is ics o he mul imodaliosi a gumen a ion models, o analyze he ue wo ding o hese
models, and o desc ibe he unc ions o hese models. The Commission has also adop ed a p oposal o a di ec i e on
he p o ec ion o wo ke s' igh s. Mul imodalios s a egijos eclamoje a e pama inės p asmės kū imo, pe da imo i
kon ak o su audi o ija p iemonės, ku iančios a gumen a ion modelį, ku iuo siekiama e o inio į ikinimo <unk>
pe s azijos. Social ad e ising discou se unc ionuojančių mul imodalių a gumen ų pama ą suda o klasikiniai
a gumen acinio samp o a imo modeliai <unk> en imema and analogy. In he case o he socialis mo emen , he socialis
mo emen is a socialis mo emen .
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Abs ac s
The a icle add esses he p oblem o mul imodal a gumen a ion and i s he o ical po en ial. The a ge ed
implemen a ion o mul imodal a gumen a ion is in es iga ed h ough examples o Li huanian social ad e ising. The
aim o he s udy is o iden i y cha ac e is ic models o mul imodal a gumen a ion, analyse hei speci ic e bal and
isual mani es a ions, and summa ize he he o ical unc ions and alue o hese models. The esea ch was ca ied
ou by combining me hods o c i ical discou se analysis and he o ical discou se analysis. In ad e ising, mul imodal
s a egies se e as undamen al means o meaning-making, ansmission, and es ablishing con ac wi h he
audience, he eby shaping a gumen a ion models o ien ed owa d he o ical pe suasion. The mul imodal a gumen s
ound in social ad e ising discou se ely p ima ily on classical s uc u es o easoning, he en hymeme and analogy.
Keywo ds: mul i-modal a gumen a ion, pe suasi e discou se, p agma ic he o ic, he o ical analogy,
he o ical en hymeme, social ad e ising.
The ollowing is he lis o he coun ies o he Eu opean Union:
Social ad e ising is a p e en i e measu e o a oid a ious social p oblems (e.g. isks, disc imina ion,
a saus li es yle, yčinio žiau aus elgesio su animalinais i d ugi) o o educe hei impac on he
communi y (Sa mah, Sing 2022: 2). The Commission has no ye decided whe he o accep he p oposal
o a di ec i e on he p o ec ion o he en i onmen . Social ad e ising, as speci ically he
e ospec i e p ac ices, is a social ad e ising o he socie y's pe cep ions o li e, o he posi i e
mo als, o he socie y's p og ess and b ands. I is also impo an o no e ha , in he con ex o he
Eu opean Union, he Eu opean Union is no a membe o he EU. In he p esen case, i is no possible
o de e mine whe he he applica ion o he p inciple o subsidia i y is jus i ied by he p inciple o
subsidia i y, bu i is also possible o de e mine whe he he p inciple o subsidia i y is jus i ied by
he p inciple o subsidia i y.
In he cou se o he p esen a ion o he s udy, he aim was o p esen a mul i-mon hly a gumen o
he Li huanian Social Complain . In o de o achie e his objec i e, he ollowing s eps should be
aken: (a) he ep esen a i es o he ad e ising au ho i ies analyze he iden i ica ion o he mos
commonly used s uc u es, o de e mine he dominan a gumen s o he sample model; (b) is i i
mul imodalių a gumen ų aišką <unk> žodinių i aizdinių a gumen ų dėmenų są eiką; (c) o de ine he
unc ions o he models o a gumen a ion in he social ad e ising discou se. Ty imui a ac ed pe
300 Li huanian social ad e ising models. In addi ion, he Eu opean Commission has published a epo
on he implemen a ion o he Eu opean Social Fund's (ESF) S a egy on Social Secu i y (ESF) and on
he implemen a ion o he Eu opean Social Fund's (ESF) S a egy on Social Secu i y (ESF). In addi ion
o he social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king,
social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social
ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king, social ne wo king.
Social ad e ising discou se is based on p agma ic he o ic. In his con ex , he Commission has
decided o ake he necessa y s eps o ensu e ha , in he ligh o he in o ma ion a ailable, he
Membe S a es a e able o ake he necessa y measu es o ensu e ha , in he e en o a
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disas e , he Commission is able o ake he necessa y measu es o ensu e ha he si ua ion is
adequa ely add essed. In addi ion, he Eu opean Commission has adop ed a numbe o p oposals o
a di ec i e on he p o ec ion o wo ke s' igh s and he igh o eedom o mo emen . In he
con ex o he p esen si ua ion, he Commission has o ake in o accoun he ac ha , in he
con ex o he p esen si ua ion, he Commission has no ye aken in o conside a ion he
si ua ion in he Membe S a es. In addi ion, he Commission conside s ha i is app op ia e o
ake in o accoun he ac ha , in he ligh o he in o ma ion p o ided by he Commission, he
Membe S a es a e no able o ake in o accoun he ac ha , in he ligh o he abo e, he
Commission has no ye adop ed a p oposal o a egula ion on he applica ion o he egula ion.
Thus, he p agma ics o he he o ical pe spec i e and he he o ic o he c i ical discou se
analyses o he me hodological ins umen s <unk> op imum mul imodalių a gumen ų analizės
p ieiga, allowing decoduo i discou se o he in en ion o he c ea o , sepa a ed ideologies
p ielaidas, galios san ykių, socialinių, poli inių, kul ū inių kon eks ų į akas (And us 2012: 135; Li i k .
2024: 12<unk>13). Re o inė disku so analiė in pa icula p a a i analizuo i mul imodalius a e ac s
(Bloom ield, Tille y 2022: 361), ji pe mi ekons uo i, as disku so kū ėjai
In he con ex o he Eu opean Union, he Eu opean Union has been a key playe in he de elopmen
o he Eu opean Union's economic and social policy. In addi ion o he abo e, i is impo an o no e
ha , in he con ex o he p esen a ion o he p esen a ion o he p esen a ion o he
p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o
he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he
p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion, he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion o he p esen a ion. Resul s <unk> mul imodalaus a gumen , ku į suda o isų elemen ų sin ezė, ap ašas (Žaga 2021: 15).
The Commission has decided o ex end he pe iod o alidi y o his Regula ion o he ollowing a eas:
O he p oduc s
The Eu opean Union has also made p og ess in he implemen a ion o he EU's S a egy o
Sus ainable De elopmen (ESD). In he con ex o he deba e on he u u e o he Eu opean
Union, i is impo an o no e ha , in he ligh o he cu en si ua ion, he Commission has no
ye adop ed a p oposal o a egula ion on he u u e o he Eu opean Union (Oleb echs-Ty eca,
Pe elman 1969: 8). In his con ex , i is impo an o emphasize he impo ance o he igh o
p i acy. I is also impo an o no e ha , in he con ex o he Eu opean Union, he Eu opean
Union is no only a membe o he EU, bu also o he Eu opean Union. In addi ion, he Eu opean
Commission has made a numbe o p oposals o he es ablishmen o he Eu opean Pa liamen .
Reikšmingiausią indėlį įnešė Assimakis Tse onis, ka u su bend aau o iais (Tse onis 2015; 2018;
2020; 2021; 2021; 2024; Fo ce ille, Tse onis 2017; Polla oli, Tse onis 2018) i ian is mul imodalių
a gumen ų ealizacijos galimybes, mul imodalių i adicinių (žodinių) e o inių igū ų loginę i
e o inę są angą bei paski į į ai iuose mode nniuose disku suose. In his con ex , he
Commission has p oposed ha he Eu opean Pa liamen and he Council should be consul ed on
a numbe o issues. A. Tse onis mul imodalius a gumen us ak uoja as d igubos aiškos
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a gumen us, which, in pa icula , pe o ms he appeal unc ion, aiming a he audience's p io
app o al o he decision. In addi ion, i is impo an o emphasize he ac ha he a ious
o ms o communica ion a e based on he ollowing con ex s: ne ien e o inio a kalbinio, be i
kul ū inio, socialinio, poli inio, e esniais cases <unk> i is o inio. Acco ding o A. Tse onio, he e
a e many di e en a gumen s o e alua ing a discou se: loginiu <unk> kiek jie eisingi i
nep ieš a ingi, dialek iniu <unk> kiek alidūs, pa ikimi, i e o iniu <unk> kiek į ikinami, how we
achie e he objec i es o he discou se.
In addi ion, he Commission conside s ha i is app op ia e o ake in o accoun he ac ha , in
he ligh o he in o ma ion p o ided by he Commission, i is no possible o ake in o accoun he
ac ha , in he ligh o he in o ma ion p o ided, he Commission has no aken in o accoun he
in o ma ion p o ided by he Commission. In addi ion, he Commission has also p oposed a numbe o
p oposals o he Eu opean Pa liamen and o he Council, including a p oposal o a Council Di ec i e
on he app oxima ion o he laws o he Membe S a es ela ing o he app oxima ion o he laws o
he Membe S a es ela ing o he p o ec ion o he en i onmen . - Wha ? Fo ce illis p opose
a gumen acija ( aizdinę, žodinę, mul imodaliąją) o assess he ollowing: (a) a gumen a ion as a
c yp og aphic p ocess, whe e he e is an in ense emo ional-in ellec ual in e ac ion be ween
posi i e and p imi i e in o ma ion, (b) a guing as a p oduce , he Commission shall decla e i s
posi ion as a i m pe son. In addi ion, he Eu opean Commission has published a epo on he
implemen a ion o he Eu opean Con en ion on Human Righ s (ECHR) on human igh s and
undamen al eedoms. In his con ex , he Commission has p oposed ha he Communi y should be
able o ake measu es o ensu e ha he Communi y's inancial in e es s a e ully in eg a ed in o
he Communi y's inancial ma ke s. In addi ion o he a ious cul u al ac i i ies o he mode n wo ld,
he cul u al ac i i ies o he mode n wo ld, including cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al ac i i ies, cul u al and cul u al ac i i ies.
Li huanian academic discou se e o inė mul imodaliosios a gumen acijos analiė <unk> nauja
y inėjimų s i is. The ollowing a e he main hemes o he scien i ic s udy: App oaches o
Mul imodali y: Rhe o ic and S ylis ics in Public Discou se (2024), in which he p esen a ion o
wo ks and p oblems in ol es comme cial, social and poli ical ad e ising and audio isual
discou se (animacinių ilmų) and hei unc ions. Au ho ės Eglė Gab ėnai ė, Ju gi a Ke e ičienė,
Ri a Ba anauskienė, Saulu ė Juzelėnienė, Ski man ė Bi žie ienė i Ski man ė Ša kauskienė
y imuose de ina klasikinės bei p agma inės e o ikos, s ilis ikos i mul imodalumo
me hodologies p ieigas (RSPD 2024), which is he mos widely used me hodology o he s udy o he human b ain.
Mul imodalumas as an a gumen a i e ca ego y o explana ions as mo e han one o he
p ac ical aspec s o li e in he eal wo ld, ep esen a i e o he conc e e his o ical, social,
(geo) poli ical, cul u al con ex (Tse onis 2018: 12). Mul imodal a gumen s o en unc ion as he
esminiai e o inį disku so pa eikumą supposing he ac o s. Reikia pažymė i, kad mul imodalių
elemen ų dėmenys, o example, aizdas i žodis, negali bū i e inami a sie ai (Pekūnas 2019:
101<unk>102): jie lygia e čiai, ienodai s a būs, odėl hie a chiniu požiū iu neskaidy ini. This is
he case wi h he Eu opean Pa liamen , he Eu opean Pa liamen and he Council. In he
con ex o he p esen case, he Commission has decided o ake he necessa y measu es o
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ensu e ha he in o ma ion p o ided by he Membe S a es is kep up o da e wi h he la es
de elopmen s. Thus mul imodali social eklamos aiška i ina kaip nedaloma isuma: dominuoja
nuos a a, kad aizdiniai i žodiniai a gumen o dėmenys ski ingais būdais komunikuoja ą sam,
sa aip p a u ina bend ąją p asmę, helps add essa ui ge iau su ok i i e alua e eclamoje
p is a omą p oblema iką (Macagno, Souza-Pin o 2020: 146; Aze edo i k .
2021: 723).
In he case o he second s age, he Commission shall ake he necessa y measu es.
A likus socialinių eklamų y imą was explained, when he majes ic mul imodalių a gų dalies
pama ą suda o e o inės en imemos and analogios. These a gumen s a e a sample o ou models,
which a e ealized in he wo ds o he a liepiančiu aizdu. In addi ion, i is impo an o no e ha ,
in he case o he Commission, he Commission has no ye adop ed a p oposal o a di ec i e on
he p o ec ion o he en i onmen . On he o he hand, i is no possible o use he e m
"symme ical" o desc ibe he way in which a pe son's body is ea ed. Re o inė en imema <unk>
mos o en ikimybe g įs as a gumen s su nu ylė a iš ada a ba pozi iančiuoju dėmeniu. In he
case o he Cou o Audi o s, he Cou o Audi o s conside s ha he Cou o Audi o s is no
a pa y o he Cou o Audi o s. In his con ex , he Commission conside s ha he Commission
is no p epa ed o ake any u he s eps o ensu e ha i is able o implemen he p o isions o
his Regula ion. O cou se, e ospec i ely, hey a e p elude o he u h, hey a e no
necessa ily logically igh , hey a e no subjec s, some imes hey a e child en.
F om he o he a gumen s o samp o a imo ipų en imema di e ne ik glaus umu: hey pay
a en ion o ai, as he mos impo an , su ežisuoja emocinę ajek o iją, o he ex en ha he
audience is included in he s anda d e alua ion. I complain o one o he en imemos p elaidų o
iš ados elimina imas a e sąmoningas i k uopščiai p e endedo es disku so kū ėjo pasi inkimas, in
o de o encou age he audience's pa icipa ion in o mula ing a iamai sa a ankišką konklą. In he
con ex o economic e o ms, i is impo an o no e ha , in he con ex o economic e o ms,
he e is a need o a be e unde s anding o he social and economic si ua ion. In addi ion, he
Commission conside s ha , in he ligh o he abo e-men ioned indings, i is no possible o he
Membe S a es o ake he necessa y measu es o ensu e ha hey do no unde mine he
in e es s o he Membe S a es. This is p ecisely wha he e ec s o he p e ious s a u es ha e
been. P agma ic he o ic allows en imemą i i as a s a eginio mane a imo ins umen a:
disku so c ea o s, de indamas p ielaidų pa eikumą i pag įs umą, sąmoningai nu yli ai, kas
audi o ijai jau žinoma a ba jau u, i iškelia ai, kas najba dziej a ina p ie siekiamos iš ados. In
he social complain i is also ob ious: in o de o mobilize he audience, he condi ions o he
audience a e he same as hose le behind, he a gumen s a e cen ed on he audience, and he
audience is he same as he audience. Appeals impe a i es <unk> k iečiama ne a is, s a s y i, o elk is i eik i
(Plg. In he case o Uk aine, i is no possible o es ablish a cus oms union wi h a cus oms union. he amoun o money owed by he bank; Lūž a ne ik... shakos.

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Ismok o p o ide he i s psychological assis ance; Bu I do no hink i 's impo an . In
addi ion, he Eu opean Commission has adop ed a p oposal o a di ec i e on he app oxima ion
o he laws o he Membe S a es ela ing o he p o ec ion o he en i onmen . In addi ion o
he abo e, i is impo an o no e ha , in he con ex o he p esen case, he Commission has no ye adop ed a p oposal o a di ec i e on he p o ec ion o he en i onmen , and ha i has no ye adop ed a p oposal o a di ec i e.
(Viksmo Requi imo)
In he con ex o he p esen a ion o he epo , he Commission has p oposed ha he
Commission should ake in o accoun he a ious aspec s o he p esen a ion o he epo .
Būdingas pa yzdys <unk> pa amos o ganizacijos <unk>Blue / Yellow o Uk aine<unk> eklama (ž .
1 pa eikslą). The Eu opean Union has made a numbe o p oposals o a Eu opean Pa liamen and
Council esolu ion on he implemen a ion o he Eu opean Union's common o eign policy.
Discou se c ea o s impe a i ely appeal o he pe cep ion (plg. Pajudink) o he ac o y, when he
help o he Uk ainians mus be be e han he p inciple o collec i e esponsibili y and appeal o
he jo pa eigos, ini ia i e umo, sąžinės jausmus. Each o he membe s o he public, including he
people o he coun y, is equi ed o alloca e 1,2 pe cen o he GPM suppo o he o ganisa ion,
which plays a c ucial ole in ensu ing ha he e is a smoo h suppo ing p ocess. In addi ion, he
Commission conside s ha i is necessa y o ake in o accoun he ac ha , in he ligh o he
abo e, he Commission has no ye adop ed a p oposal o a egula ion. One pa ixlas. Pa amos
o ganiza <unk>Blue / Yellow o Uk aine<unk> eklama K ie imas (plg. Pajudink pi š ą dėl Uk ainos)
ne ik įžodinamas, be i į aizdinamas: ma omas me onimijos i hype bolės b uožų u in is pi š as,
implikuojan is žmogaus galią eik i, Uk ainos žemėlapio kon ū ai, g o eskiška ag eso iaus
ka ika ū a, he impo an ole is o pe o m emo ionally cono uo os Uk ainos ėlia os spal os,
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apusios ko os i illi symbolliu. In addi ion, he Eu opean Union's con ibu ion o he
implemen a ion o he EU's policy on he p o ec ion o wo ke s' igh s in he ield o social
secu i y is also highligh ed. Two, h ee pa eikslai. In addi ion o he abo e, he Commission
conside s ha , in he ligh o he in o ma ion p o ided by he Membe S a es, i is app op ia e
o ake in o accoun he speci ici ies o he in o ma ion p o ided by he Membe S a es. Social
ad e ising is o ien ed owa ds clea ly de ined audiences. In his con ex , he Commission has
p oposed ha he Eu opean Pa liamen and he Council should be consul ed on a numbe o issues.
In his pa icula case, he c epiamasi in o he mino child en auginančius ė us. Discou se
c ea o s s i e o demons a e, jog esminė p oblem <unk> ne ligos papli imas, o knowjimo
sp agos i insisąmonin os ligos pasekmės, supposuojančios aplaidų i nepag įs ai p iešišką požiū į
į skiepijimąsi. In his con ex , he Commission has decided o ake he necessa y measu es o
ensu e ha he measu es aken a e implemen ed in acco dance wi h he p inciples laid down in
he T ea y. In he case o he Commission's p oposal o a egula ion on he p o ec ion o
wo ke s' igh s, he Commission has no ye adop ed a egula ion on he p o ec ion o wo ke s'
igh s. Con as as <unk> one o he s onges psychological p ac ices in he wo ld: jei du
eiškiniai pa odomi as p ieš a ingi, eklamos su okėjas a e linked da o inc ease hei
di e ences (Reyes-Rincón, Baque o-Velásquez 2019: 339<unk>340). Con as ą s ip ina amsus
eklamos onas in he cen e o he esan is muliažas, iksliai pe eikian is aiko eido b uožus,
kūno sanda ą. Reclamos cen inė igū a <unk> lėlė pe o ms he ocus o e bal unc ion, he
main dėmuo, in o which su elk as nega i e us emocinis k ū is. In he con ex o he p esen case,
he Commission has decided o ake he necessa y measu es o ensu e ha he measu es aken
by he Membe S a es a e implemen ed in a manne ha is consis en wi h he objec i es se
ou in A icle 107 (1) o he T ea y. In addi ion o he abo e, i is impo an o no e ha , in he
con ex o he p esen a ion o he epo , he Commission has decided o ake a decision on he
applica ion o he ules o p ocedu e o he Membe S a es.
8
4, 5, 6 pa eikslai. In addi ion o he abo e, i is impo an o no e ha , in he con ex o he
p esen a ion o he epo , he Commission's p oposal o a di ec i e on he p o ec ion o he
igh s o indi iduals wi h ega d o he use o pe sonal da a has no ye been adop ed. In he case
o he Commission, he Commission conside s ha i is app op ia e o ake in o accoun he ac
ha he Commission has no ye adop ed he p oposal o a egula ion. In his con ex , he
Commission has decided o ake he necessa y measu es o ensu e ha he new ules a e
implemen ed in a manne ha is consis en wi h he objec i es o he Eu opean Union. I would like
o ask he Commissione i he would be able o ake up he ma e . I would like o ask he
Commissione i he would ake up he ma e . En imemos is ada eiškiama aizdu. Mainis eklamos
subjek as <unk> žmogaus i gy ūno (žinduolio, paukščio, žu ies) hyb ids <unk> appeal o aikų
žmogaus i gam os sambū į, izualizuojama abipusė ko eliacija a p žmogaus i gam os. I ha e o
make a complain o he public, o he public, o he public, o he public, o he public, o he public,
o he public, o he public, o he public, o he public and o he public. Social ad e ising discou se
sepa a es he c ea o s' ambi ion o ind new ways o c ea ing mul imodali y a gumen s, which
should d aw a en ion o he social p oblems hey ace and hei in ole ance owa ds hem. In his
con ex , he Eu opean Pa liamen and he Council ha e adop ed a numbe o amendmen s. In he
ligh o he abo e, he Commission conside s ha i is app op ia e o ake he necessa y
measu es o ensu e ha he Commission is able o ake he necessa y measu es.
3. RETORINĖ ANALOGY
The mos impo an o he e ospec i e analogies a e: conce ning simila i ies, ik o a
a iamo, . y. symbolinio, ienu ku iuo požiū iu, da oma iš ada, kad lyginami dalykai simila ūs and
o he a i udes. The Eu opean Union is a membe s a e o he Eu opean Union, and he
Eu opean Union is a membe o he Eu opean Union. In ac , he p agma ic he o ic is no a
means o unde s anding, no is i a means o ac ing. Claudia Schwa z-Plaschg (2016: 160) claims,
9
esą iešajame disku se analogijos eikia kaip e o iniai agen ai, . y. kalbiniai eiksmai,
nuk eip i į socialinį i poli inį į eiklinimą. A gumen s, he main a gumen s o which a e analogies,
pa eikūs, nes appeliuoja į bend ą pa y imo lauką, ku iame audi o ija su okia a ba manosi
su okian i lyginamų eikšmių bend umą.
Re o inė analogy aip pa pe o ms disku so į ėminimo unkcije <unk> leidžia disku so kū ėjui
s a eguo i, kokiais aku sais add essa as su oks s a s omą p oblemą. In social complain s,
hese unc ions a e pa icula ly ele an , since he analogy does no necessa ily explain hem, bu
a he how o sol e (and e alua e) he mo al and social dilemmas. Thus, he analogy o he
occasional no ma i e o he Galicians is o mula ed by he audi o s e alua ing hei business
o ien a ion. In he case o he Commission's p oposal o a egula ion on he p o ec ion o he
en i onmen , he Commission has decided o ake he necessa y measu es o ensu e ha he
Communi y's inancial esou ces a e adequa ely adap ed o he needs o he Membe S a es.
Analogia iskelia ne ik eiškinių a objec ų, be i minčių, concepcijų, ideas sąsajas, simila i ies. In
addi ion o he social ad e ising, analogijos ac i amen e o muoja cognimas sob e ik o ę,
b ėžia elgesio bei jo e alua ion gai es. Pasi elkus iš adingas analogijas, ku iamos į aigios
isuomenei ak ualių (geo)poli inių, (socio)kul ū inių проблем ep ezen acijos (plg. Šiukšlės
nesens a. Rūšiuokime, kad jejich jaunys ė nesi ęs ų amžinai; Vėžio šauk iniai. The analogies a e
he induc ion o one o he basic p inciples o samp o a imo, as well as o sepa a e ac s, e en s,
e en s and ideas, and o he de ails o pa ienius. In addi ion o he abo e, i is impo an o no e
ha , in he con ex o he p esen case, he Commission has no ye adop ed a p oposal o a
di ec i e on he p o ec ion o he en i onmen , and ha i has no ye adop ed a p oposal o a
di ec i e. Re o inė analogy wo ks in hese p incipal cases, which a e cha ac e is ic o he whole
o he a gumen a ion: he audience does no ake pa in he p elimina y conclusions, bu akes
pa in he scien i ic p ocess. Vadinasi, analogy g indžiama a gumen acija kyla ne ( ik) is he
au ho i y, be is he pe sonal expe ience. Fo hese easons, social ad e ising analogies, such as
en imos, unc ional as inclusions in o he discou se s uc u es: i inclusions a e add essed o he
loginį i emocinį p asmės kū imo yksmą. In addi ion, he Commission has also adop ed a numbe o
p oposals o a di ec i e on he p o ec ion o he en i onmen . We a e he c ea o s o
pas angos aduo is iš s anda inės aiškos, eng i klišių, s ebin i, ne šoki uo i. In he con ex o
he p esen a ion o he Eu opean Commission's epo , he Eu opean Pa liamen and he Council
adop ed a p oposal o a di ec i e on he p o ec ion o wo ke s' igh s in he ield o social
secu i y. Šįka and Nexisuksi. The ollowing shall be added: Candida e o he P esidency; I he e
had been no blood o a who e a he place o execu ion, i would ha e been o he ime being
suspended. Ge iau ūky a šoninė nei ūky as u; Shiukšliadėžės a e pe daugh e lepinamos.
No kas penk as s okoja mais o; The Commission shall, by means o implemen ing ac s adop ed
pu suan o his A icle, adop delega ed ac s in acco dance wi h he opinion o he S anding Commi ee on Planning and Managemen . In his case, he use o he e m 'symp oms' is no necessa y.
In addi ion, he Commission's p oposal o a di ec i e on he p o ec ion o wo ke s' igh s and
he igh o a ai ial is based on he p inciple o p opo ionali y. Simila ly, he Commission has
no ye adop ed a p oposal.
16
The c isis. <unk> Discou se, Con ex & Media 7, 18<unk>27.
This app op ia ion is in ended o co e he expendi u e o he Union's budge o he inancial yea 2014.
Tse onis Assimakis 2018: Mul imodal a gumen a ion: beyond he e bal/ isual di ide. <unk>
Semio ica 220, 41<unk>67. This app op ia ion is in ended o co e expendi u e ela ing o:
Tse onis Assimakis 2020: The P ospec s o Mul imodal Schemes o A gumen : Assessing he
Spoo ing S a egies in Sub e ising o he Tobacco Indus y. <unk> Reason o disag eemen
P oceedings o he 3 d Eu opean Con e ence on A gumen s 1, 579<unk>592. This is he i s
ime ha he Eu opean Commission has made a decision on he implemen a ion o his
Di ec i e. Tse onis Assimakis 2021: F om Visual Rhe o ic o Mul imodal A gumen a ion:
Explo ing he Rhe o ical and A gumen a i e Rele ance o Mul imodal Figu es on he Co e s o
The Economis . <unk> Visual communica ion 20(3), 374<unk>396. The Commission has decided o
ex end he pe iod o alidi y o his Regula ion o he ollowing h ee yea s:
Tse onis Assimakis, S öckl Ha mu 2024: Mul imodal Rhe o ic and A gumen a ion:
Applica ions <unk> gen es <unk> me hods. <unk> Jou nal o A gumen a ion in he Con ex o 13(2), 167<unk>
This is he i s o a wo-pa se ies.
Iga Igo Ž. 2021: Me hodological P oblems in Analyzing Non- e bal A gumen s: The Case o
Visual A gumen a ion. <unk> Mul imodali y, digi iza ion and cogni ion in communica ion
and pedagogy, N. V. Sucho a, T. Dub o skaja, J. A. Lobina, 49<unk>69. This is he i s ime
ha he Eu opean Commission has made a decision on he implemen a ion o he p og amme.
The Commission shall adop he ollowing measu es:
One pa ixlas. Pa amos o ganiza <unk>Blue / Yellow o Uk aine<unk> eklama. This is he
i s ime ha he Commission has made a decision on he basis o he in o ma ion
p o ided by he Membe S a es. Two, h ee pa eikslai. In addi ion, he Commission has
adop ed a numbe o p oposals o a numbe o ini ia i es on meningokoką. This is he
i s ime ha he Eu opean Union has made a decision on he implemen a ion o he
Eu opean Union's policy on social secu i y. The Commission conside s ha , in he ligh o
he abo e, i is app op ia e o ake in o accoun he ac ha he Commission conside s
ha he measu es in ques ion a e no compa ible wi h he in e nal ma ke . 4, 5, 6
pa eikslai. In addi ion, he Commission has adop ed a p oposal o a egula ion on he implemen a ion o he egula ion. This is he i s ime ha he Eu opean Union has made a decision on he implemen a ion o he Eu opean Union's budge .
95764.-
This is he i s ime ha he Eu opean Commission has made a decision on
he applica ion o he Eu opean Union's ules o he Membe S a es. This is
he i s ime ha he Commission has made a decision on he implemen a ion o he Eu opean Union's budge .
The Commission shall adop implemen ing ac s in acco dance wi h he p ocedu e e e ed o in pa ag aph 1 o his A icle.

17
Se en pa es and pa es. Emo ional suppo se ices <unk>Sidab inė linija<unk>
eklama. This is he mos impo an aspec o he p ojec , which is o be
implemen ed in he u u e. Eigh pa ixlas. I am no su e i his is he case. In he
case o he i s subpa ag aph o A icle 2 o Regula ion (EU) No 1303/2013, he
Commission shall adop a decision on he applica ion o he ules laid down in his
Regula ion. 9, 10, 11 pa eikslai. In addi ion, he Eu opean Commission has made a
numbe o p oposals o he Eu opean Pa liamen and he Council. This is he i s
ime ha he Eu opean Commission has made a decision on he applica ion o he
Eu opean Union's ules o he Membe S a es. This is he i s ime ha he
Eu opean Commission has made a decision on he implemen a ion o he Eu opean
Union's budge .
The Commission shall adop implemen ing ac s in acco dance wi h A icle 21 o Regula ion (EU) No 575/2013 o he Eu opean Pa liamen and o he Council.