J.C. Penney and Victoria’s Secret

By: American Decency Staff

Human nature often falls prey to the notion of “keeping up with the Joneses”. The same inclination applies to corporate America as well. That has been one of our concerns as rogue companies such as Victoria’s Secret and Abercrombie & Fitch continue to use explicit sexual imagery to market their products. With little opposition or public outrage, other companies in time are bound to follow suit – to “keep up with the Joneses”. And as they do indecency saturates our culture, becoming the norm and desensitizing young and old alike. This is exactly what is taking place before our eyes. All-American companies such as J.C. Penney are following the example of Victoria’s Secret, using sex to sell. J.C. Penney is currently airing television ads for a line of lingerie showing several women parading in front of mirrors in bras and underwear as the narrator promotes the lingerie as “a sensual indulgence for every body”. In addition, J.C. Penney’s print advertising has gone the same route. A recent full-color catalog from the newspaper displayed a seductively posed woman in bra and underwear on the front cover. How many children, looking for the Sunday comics, came across this very erotic, cleavage-baring image? These are not the first examples of J.C. Penney going the route of Victoria’s Secret. In the past, other ads and in store poster displays have crossed the line. Step by step, J.C. Penney is emulating Victoria’s Secret style of using eroticism in advertising. And if the public and Penney’s customers tolerate this, what companies will be next? Our silence gives tacit approval for the spread of indecency. I would guess that most, if not all, reading this have shopped J.C. Penney. Let us all speak out, expressing displeasure to J.C. Penney for their use of sexual images to sell merchandise. A store that has catered to family shopping, making millions of dollars from moms and dads buying children’s school clothing, winter coats, etc, is doing damage to those same children and families by exposing them to unwanted sexual displays. As a potential customer, help hold J.C. Penney accountable and urge the company to stop using blatant sexual imagery in advertising. J.C. Penney Corporation, Inc. Myron E. Ullman III – Chairman and CEO 6501 Legacy Dr. Plano, TX 75024-3698 Phone: 972-431-1000 Fax: 972-431-1362 Web-Site Link Sample letter: In the past J.C. Penney has had a dependable reputation as a company that millions of families were happy to shop. “A good name is to be chosen rather than gold or riches.” J.C. Penney now seems to be on a path of tarnishing its good name by the degrading use of sexual imagery to sell products. Recently your company increasingly has foisted erotic images into the public market place. From the erotically posed cleavage-baring lingerie cover of a recent newspaper catalog to the television ads of women parading in bras and underwear selling “a sensual indulgence”. There is a tasteful way to sell lingerie without the unwelcome exposure of sexually provocative images upon children and adults. You have lost my confidence. Sincerely, …. ================== American Decency Association Bill Johnson, President P.O. Box 202 Fremont, MI 49412 PH: 231-924-4050 www.americandecency.org

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