Breakup Commercials - Daniel Frampton´s Filmosophy in the context of spot advertisement

Seminar paper from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Potsdam, language: English, abstract: With filmosophy, Daniel Frampton tries to establish a brand new way to encounter the phenomena of film experience. He claims that 'borrowed' theories like narrativity from literature don´t get close enough to, on the one hand how film connects with the individual filmgoer and on the other hand how reality is processed by the filmmakers into films. Filmosophy offers multiple accessions to analyze the film experience. As it is labeled as a manifesto, the whole concept keeps an open form, which is in perpetual development. With this assignment I am trying to achieve three aims. Firstly I try to accept Frampton´s invitation to rethink the traditional way to think about film. The second, less abstract, aim is to convey Frampton´s concept from feature films to spot advertisement. In this context I´m going to give a brief introduction to four specific categories Frampton established in his manifesto, namely 'filmind', 'film-thinking', 'fluid images' and 'the filmgoer'. These categories will be, if needed, altered for the analysis of commercials. In a second step I am going to apply these categories on the commercial 'meinestadt.de - open city'. The third and final aim of this assignment is to evaluate the adaptability of Frampton´s manifesto for the commercial genre.