Ellen V OneMillionMoms

JC Penney is in the midst of a controversy over their new spokesperson, Ellen DeGeneres. The online organisation OneMillionMoms has organised a boycott of JC Penney until they choose a new spokesperson. OneMillionMoms claims that JC Penney is not being “neutral in the culture war” and that their "marketing strategy is to help families shop and receive a good value for their money. Degeneres is not a true representation of the type of families that shop at their store.” They do not believe that "hiring an open homosexual spokesperson will help their business when most of their customers are traditional families"

 

Seems to me that if JC Penney’s marketing focus is to help families shop and receive the best value, what does Ellen being a lesbian have to do with it? They say Ellen is not a true representation of the type of families that shop at their store because those families are after value, well I am sorry but if that is the case, then no celebrity should be a JC Penney spokesperson, because seeking out best value isn't high on a celebrity list.

 

In response, the store have said, "at JC Penney, we couldn't think of a better partner to help us put the fun back into the retail experience. Moving forward, we'll be focused on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect. We're thrilled that she's joining our team to help convey the exciting transformation under way."

 

The store obviously wants to bring fun into the retail experience. They still want the same great values, but also for the customers to come into the store expecting a fun shopping experience. Ellen is a comedian and fun is her game. If this is the idea they are trying to portray to their customers I see no problem with choosing her.

 

There can be controversy with almost any spokesperson chosen for a company. The spokesperson choice is not going to please everyone. In the 1980s there was controversy over Madonna being chosen as Pepsi’s spokesperson. Individuals felt that Madonna was too risqué for commercials and demanded Pepsi reconsider. As we know, Pepsi went ahead with their plan and Madonna remained their spokesperson at that time. They sold a lot of Pepsi and the hysteria was short lived.

 

I feel the same will happen with Ellen and JC Penney, and I admire that they appear to be sticking to their guns, and kudos to Ellen too, for her response to the boycott.