JoeMyGod notices that the American Family Association’s “One Million Moms” is now targeting JC Penney for partnering with the openly-gay comedian and talk show host Ellen DeGeneres, claiming that the store is undermining “traditional families”:
Recently JC Penney announced that comedian Ellen Degeneres will be the company’s new spokesperson. Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly. Unless JC Penney decides to be neutral in the culture war then their brand transformation will be unsuccessful.
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. The majority of JC Penney shoppers will be offended and choose to no longer shop there. The small percentage of customers they are attempting to satisfy will not offset their loss in sales. [...]
By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.
OneMillionMoms.com and OneMillionDads.com are designed to “help parents do something about the trash on TV” and organize weekly on-line boycotts of “offensive” advertising or television shows. The groups have previously called for a boycott of Ben & Jerry’s Schweddy Balls ice cream and are currently objecting to a Macy’s catalogue cover that shows a three-tier wedding cake with two groom figurines on top.
SheWired notes that “back in 1997 JC Penney wanted nothing to do with DeGeneres, who came out as a lesbian in her personal life and on her sitcom. DeGeneres famously came out on the cover of Time while her alter ego Ellen Morgan came out in an episode entitled “The Puppy Episode.” JC Penney and Chrysler pulled sponsorship of The Ellen Show over pressure from Rev. Donald E. Wildmon and the American Family Association, which threatened to spearhead boycotting the show’s advertisers.” Watch the video of Ellen announcing the partnership several weeks ago: