JCPenney Trolls The Homophobic Righton June 1, 2012 at 11:18 am
Take a look at this ad:
The copy reads: “First Pals: What makes Dad so cool? He’s the swim coach, tent maker, best friend, bike fixer and hug giver–all rolled into one. Or two.”
That’s Trolling. What else would you call it? Not to put too fine a point on it, but the LGBT community makes up, at most, 10% of their customer base. While a not insignificant demographic, it’s not a primary one by any means. Although if they could get a lock on it, it would be worth the effort.
The more likely explanation is that the outrage (OUTRAGE!!!) of the reactionary religious right gave JCPenney quite the publicity bump. For free! And that was just over a lesbian, the lesser evil of the gay community as far as Christian fanatics are concerned; imagine how loud the screeching will be when two men are shown together. And with children, no less!!! You can almost hear the condemnation building from here.
It might be cynical but groups like
One Million Several Thousand (maybe) Moms just can’t help themselves and JCPenney is very aware of it. Banking on the sheer predictable stupidity of bigots is a sound financial decision as far as I’m concerned and if it helps out the LGBT community in the process? All the better.
Troll away JCPenney! Troll away!