ABSTRACT
This paper presents a new transcription system for the analysis of multimodal television commercials. This transcription system is exemplified by a detailed analysis of a television commercial promoting the engines of the Mercedes-Benz E-Class. In various classification systems for television commercials as well as in practical guides for advertisers, storytelling is considered a key factor. The commercial presented in this study may be regarded as a multimodal mini-drama starring celebrity endorsers, in which the story is clearly linked to the advertising message. With respect to the modes employed, it is demonstrated that an advertising drama can also be created without language in its function as the traditional mode of storytelling, and that language is mainly used to provide an interpretation of the story. The consequences of this specific design—especially with respect to integrated, cross-media advertising campaigns—are discussed by comparing this commercial to examples from other product classes and the history of car advertising.
