Sign-Exchange Value and the Commodification of "Patriotism" (i.e., image of an American flag)
The two disposable cameras in the center of this image were being sold at the checkout counter of a Maryland supermarket in November, 2006. Each camera had identical features. The "Smart Living / Ready to Use Flash Camera" above sold for $6.99. The "Smart Living / Ready to Use Patriotic Flash Camera" below sold for $9.99. Hence, the company estimated that the sign-exchange value of the partial image of an American flag was worth $3.00 to the consumer.