JCPenney's latest advert features a real-life gay couple playing with their kids. And One Million Moms is in a lather about it, just like they were for JCPenney's Mother's Day ad featuring a real-life lesbian couple playing with their kids.
I'm not 100% happy about supporting JCPenney; their sexist marketing is desperate and repugnant. But I'm guessing some people put these latest ads in the 'desperate' category, too. Penney's has been struggling financially for several years now.
No doubt about it, Penney's is in business to make money, not make social statements! And these two ads are really pretty subtle. They're not shouting anything. But subtle is good, too.
I stopped shopping at JCPenney about 25 years ago, after it dawned on me that the buttons on the clothes I bought there ALWAYS fell off. I could count on at least one button falling off of a shirt or pants. The fashions were pretty conservative, and the kids clothes were always garish. But we're poor these days and I can't afford the exclusive, high quality stuff anymore. In my head they're a step above Target and a step below Macy's.
What do you think? Should Penney's be lauded for these ads?
Edited for grammar.
Edited by journeymom - 6/1/12 at 10:48am