A new method which we refer to as vertical Franck-Condon is proposed to calculate electronic absorption spectra of polyatomic molecules. In accord with the short-time picture of spectroscopy, the excited-state potential energy surface is expanded at the ground-state equilibrium geometry and the focus of the approach is more on the overall shape of the spectrum and the positions of the band maxima, rather than the precise position of the 0-0 lines. The Born-Oppenheimer approximation and the separability of the excited-state potential energy surface along the excited-state normal mode coordinates are assumed. However, the potential surface is not necessarily approximated as harmonic oscillator potentials along the individual normal modes. Instead, depending upon the nature of the potential surface along a particular normal mode, it is treated either in the harmonic approximation or the full one-dimensional potential is considered along this mode. The vertical Franck-Condon approach is applicable therefore even in cases where the excited state potential energy surface is highly anharmonic and the conventional harmonic Franck-Condon approach is inadequate. As an application of the method, the ultraviolet spectrum of ethylene between 6.2 eV (50 000 cm-1) and 8.7 eV (70 000 cm-1) is simulated, using the Similarity Transformed Equation of Motion Coupled-Cluster method to describe the required features of the potential energy surfaces. The spectrum is shown to be a result of sharp doublet structures stemming from the pi-->3s (Rydberg) state superimposed on top of a broad band resulting from the pi-->pi* (valence) state. For the Rydberg state, the symmetric C=C stretch and the torsion mode contribute to the spectrum, while the broad valence band results from excitation into the C=C stretch, CH2 scissors, and the torsion mode. For both states, the potential along the torsion mode is highly anharmonic and the full treatment of the potential along this mode in the vertical Franck-Condon method is required. (C) 2004 American Institute of Physics.