Maria Christina Mar

JC Penney seems adamant in continuing its gay themed advertising creating division within its clientele. The controversial scenes have created uproar of strong opposition through family and Christian based organizations while gay rights advocates strongly support the company’s representation of the modern family. This division and controversy has created a great marketing opportunity for the company as they seek to represent society’s changing values through their support of gay rights as well as reaching a more mainstream audience.

The most recent advertisement can be found within their Mother’s Day Catalog and features a lesbian couple and their children. The caption states "You'll often find Wendi, her partner, Maggie, and daughters elbow-deep in paint, clay or mosaics." The company’s new found focus on same sex families follows a theme of fair treatment to all. It is actually a pretty smart move on the company’s part. A few months ago the company released a television commercial featuring Ellen DeGeneres. The gay television personality portrayed a cowboy within the ad. She presented merchants with coupons asking “whether it has always been this way?” The underlying message of fair and ethical treatment of all clients no matter what sexual preference is extremely important within a society seeking to reach a level of tolerance that has not always been represented.

The company’s stance seems defiant as they continue to be opposed by many. Organizations like One Million Moms have boycotted the company citing the offensive portrayal of the traditional family. The organization seeks company neutrality when it comes to issues like gay marriage. Unfortunately gay marriage is not a neutral subject. JC Penney continues to defend their stance going on to say that Ellen DeGeneres shares the company’s values.

As many organizations, religious and otherwise seek to keep the door shut on the subject we as a society cannot continue to look the other way. Gay families are a reality that must be incorporated into our daily lives. With the heightened level of bullying and discrimination due to sexual preferences we as a society must not only acknowledge gay marriage but promote the fair and ethical treatment of all individuals. We must teach tolerance to our children and promote socially responsible ideals.

Does the companies new found values represent your idea if the modern family?

Graphic Credit:
Sabrina Segal