1. Summary
One Million Moms, a project of the conservative American Family Association, is targeting JC Penney for their decision to partner with Ellen DeGeneres. The retail giant, in the midst of an overhaul, recently announced that DeGeneres would serve as a spokesperson for the brand. But “family values” watchdogs at OneMillionMoms.com are calling for action against JC Penney, declaring that “hiring an open homosexual” like DeGeneres is a poor business decision for a company hoping to court “traditional families.” Calling DeGeneres “not a true representation of the type of families that shop at [JC Penney],” OneMillionMoms.com advises the store to “correct their mistake” and “not turn away potential new, conservative shoppers with the company’s new vision.”
2. Analysis
The company is trying to rebuild its customer base that will increase their market sales. So they decided Ellen DeGeneres to be the representative of their company. The company chose her because she is very famous and a very influential person in the industry and she can be an effective endorser. A group of mothers named One Million Mom’s contradicted JC Penney Company. If JC Penney wouldn’t fire Ellen DeGeneres, they threatened to no longer patronize the company anymore. For the One Million Moms, they believe in a traditional family. Below are …show more content…
On the other hand, One Million Moms focused on preserving the traditional family values. Nowadays, there are groups of people who belong to third sex orientation. These people are still human and they can’t control who they really are and what they believe in. One Million Moms has no right to meddle over JC Penney’s business as they themselves seemed to have lacked ethical viewpoint over the matter and their beliefs are solely their
One Million Moms, a project of the conservative American Family Association, is targeting JC Penney for their decision to partner with Ellen DeGeneres. The retail giant, in the midst of an overhaul, recently announced that DeGeneres would serve as a spokesperson for the brand. But “family values” watchdogs at OneMillionMoms.com are calling for action against JC Penney, declaring that “hiring an open homosexual” like DeGeneres is a poor business decision for a company hoping to court “traditional families.” Calling DeGeneres “not a true representation of the type of families that shop at [JC Penney],” OneMillionMoms.com advises the store to “correct their mistake” and “not turn away potential new, conservative shoppers with the company’s new vision.”
2. Analysis
The company is trying to rebuild its customer base that will increase their market sales. So they decided Ellen DeGeneres to be the representative of their company. The company chose her because she is very famous and a very influential person in the industry and she can be an effective endorser. A group of mothers named One Million Mom’s contradicted JC Penney Company. If JC Penney wouldn’t fire Ellen DeGeneres, they threatened to no longer patronize the company anymore. For the One Million Moms, they believe in a traditional family. Below are …show more content…
On the other hand, One Million Moms focused on preserving the traditional family values. Nowadays, there are groups of people who belong to third sex orientation. These people are still human and they can’t control who they really are and what they believe in. One Million Moms has no right to meddle over JC Penney’s business as they themselves seemed to have lacked ethical viewpoint over the matter and their beliefs are solely their