Social and Behavioral Sciences Commons^™

Advertising And The Creation Of Exchange Value, Zoe Sherman

Doctoral Dissertations

Advertising and the Creation of Exchange Value explores the economics of the industry and the commodification of communications that characterizes consumer goods advertising in the U.S. I consider three phases of communications that take on three distinct commodity forms. First is access to attention, the interception of the audience’s perception; Chapter One, “The Commodification of Audience Attention in the U.S., 1865-1920” traces the conversion of audience attention to commodity form as advertising space/time. Second is content; Chapter Two, “The Value Analytics of Advertising,” examines the nature of advertising content as a commodified form of speech, produced on demand for purchasers …