Appendix: Multimodal Transcription of the Westpac advertisement

 

Time

Frame

Visual Image

Kinesic Action

Soundtrack

Metafunctional Interpretation; Phases and Subphases

1

Shot 1

CP: stationary
HP: frontal
VP: median
D: VLS
VC: sheep, eucalyptus tree, utility van, sheep dog
VS: progressive magnification of form of herdsman (1-10)
CO: naturalistic

[Herdsman starts walking from car towards viewer; sheep dog goes to left; Herdsman starts rolling left sleeve up]

Silence

PHASE 1a

EXP: Actor^Process:Action (Herdsman walks towards viewer)
INT: Viewer positioned as belonging to depicted world and its shared values;
Imperative mood of chorus: exhortation to act addressed to viewer; minor dyadic

2

Herdsman bends down and twice slaps thighs to recall dog to his side

[♫] Solo keyboard (pp, TWO CHORDS)^
[☼sheep]
Volume: p
Tempo: slow

exchange: Herdsman/dog; low volume, slow tempo of music: intimate communion
TEX: hyperthematic status of Phase 1a functioning (1) to introduce textually significant items: movement and rolling sleeves up; (2)

3

(^Dog returns to herdsman); Herdsman starts rolling right sleeve

establishes shot in rural Australia; (3) thematic condensation of major themes in to be

4

[Herdsman stands upright; Starts rolling left sleeve]^ [dog returns to his side; resumes walking]

[♫] Drum (p)

[♫♀chorus]:

(*)roll
Volume: pp
Tempo: slow

developed in subsequent text.

5

[Herdsman continues rolling left sleeve; dog runs ahead]

 

6

Herdsman starts rolling right sleeve; continues walking forward]

them //PAUSE