J.C. Penney CEO apologizes for Fresh Recruits ad

By: American Decency Staff

Last week we reported the following good news regarding JC Penney and asked our readers to write JC Penney in appreciation.  Numbers of your responses are included below. You may recall our alert last month making you aware of this concerning print ad from JC Penney.  The ad featured young teen and pre-teen girls in skimpy bikinis with the heading – “Fresh Recruits – We Make it Playful.  You Make it Fun.â€Â http://bit.ly/kpzd75 Numbers of you, life-long Penney’s shoppers, communicated your concern and even stated you would cut up your Penney’s credit card! Rarely today do you see corporations admit to mistakes or wrong choices when it comes to the use of sexual innuendo in advertising. And so we were surprised, pleasantly so, to receive the following letter from JC Penney last week – a thoughtful response and an apology from the CEO of JC Penney. See below: Dear Mr. Johnson: I would like to thank you and the American Decency Association members for contacting us to voice concerns over a recent jcpenney advertisement.  Taking a second look, I can see how this ad could be considered offensive, which was not our intention.  On behalf of jcpenney, I sincerely apologize for this lapse on our part. Our Company was founded on The Golden Rule and continues to operate based on the core principles of value, quality and integrity.  Additionally, jcpenney has been committed to the positive development of children through our afterschool program.  Over the last 10 years, we have donated over $ 100 million dollars to afterschool programs across the country to help America’s kids be smart, strong and socially responsible. To ensure we can avoid this type of situation from reoccurring again in the future, I have personally addressed this issue with the marketing team.  It is imperative that we be very conscientious and thoroughly evaluate our marketing messaging. Again, I truly appreciate your feedback and hope that jcpenney can continue serving you in our stores and online at jcp.com. Best Regards, Myron E. (Mike) Ullman, III It is refreshing to see a company acknowledge wrong-doing. A number of you wrote letters expressing thanks and appreciation.  You can, too. Contact JC Penney at: http://bit.ly/kQ3ODm Or write: J.C. Penny Company, Inc. Myron Ullman, Chairman and CEO 6501 Legacy Drive Plano, TX 75024 Ph: 972-431-1000 Fx: 972-431-9140 Media Relations Darcie Brossart (972-431-3400) jcpcorp@jcpenney.com A number of you wrote letters expressing appreciation: Email #1: I have been a subscriber to the American Decency newsletter for close to a decade. When I found out just how badly some of the companies I had patronized were, in regard to their advertising, I wrote them, requesting they stop promoting the filth.  When they either did not respond, or responded with callous disregard, and continued advertising on bad shows or with disgusting commercials, I kept my word and did not purchase anything from their establishments again.  I have not patronized McDonald's, Yum Brands (Pizza Hut, Taco Bell, KFC) or Hardee's since 2004, as they have not changed their ways. I was saddened to read about your recent advertisement targeting young girls, and was about to write you, when I saw this most recent newsletter. I am very thankful that you took responsibility, apologized and fully addressed what had to be done to stop a repeat of the offensive material in your ads. I am hopeful that you understand that I am still looking toward seeing at least a reduction, and preferably a complete stop, of the advertising of women's underwear, bras and bikinis with models.  It does nothing to help the self-esteem of the women purchasing the products, and entices many men to lust after the models. This is destructive to families, which are the fabric of a stable society. There are many other stores and websites that sell and advertise high quality products, including and especially undergarments, without the use of models. These have had our family's business for many years. With regard to your stores, I have been a platinum card holder for a long time.  I have noticed the slowly, but ever, increasing use of models and skimpier ladies garments, for a few years now. I have simply turned my head and not addressed the issue, except to avoid that part of your store. This last issue was enough for me to decide to cut up my card. I have now decided to give your company a chance to show its change of heart and change of direction. I look forward to seeing what the future holds in relation to your company's advertising. Thanks again for your gracious letter. It gives me hope that my thoughts and concerns are important to you. Sincerely, Charles B. Email #2: I was alerted to your advertisement of pre-teen skimpy attire by a notice provided by American Decency. I too, would like to express my appreciation for your thoughtful response. My wife regularly purchases through JC Penneys. I am glad to continue our business and support and the need to give wholesome messages through clothing to our younger people. Sincerely, Rev D.C. Email #3: I have been a loyal JCPENNEY customer for many many years and I will continue to do business with you.  It is good to see that you really care about our younger generation as I do. Email #4: As a mother and grandparent I have always stressed courtesy, modesty and a positive self image. So many ads fly in the face of what my family deems important. Thank you for honoring our request for more modesty. I assure you I will continue to shop at Penneys! Email #5: I would like to express that I really liked the fact that in shopping at JC Penney, recently, I found that you have 16 plus and 18 plus sizes still in the "girl" sizes and styles.  This is very helpful as many younger girls seem to be getting bigger at earlier ages and are not ready to move on to more mature styles.  I have found this only at Penney's and would like to suggest that you market this to Mom's who are looking for nice pre-teen and teen styles for their girls. Email #6: Thank you for your gracious letter acknowledging that an error in judgment was made in the advertising campaign FRESH RECRUITS. It gives me hope that my thoughts and concerns are important to you. Sincerely, EEK, JC Penney cardholder since 1975 Email #7: Thank you Bill for being a spearhead in keeping America decent. Email #8: As a mom of grown children, JCP is where I shopped for school clothing at the beginning of a new school year. I was stunned to see the ads and was very upset that JCP had decided to go the way of the world. Most moms do want their children to dress modestly. And, yes, there are those who really don't care. We care how our children and grandchildren look. Now that JCP has decided to have ads that let children look like children and hopefully teens look fresh and clean, I will keep my card. Email #9: I grew up with JCPenney's. I have 5 daughters now of my own and was greatly offended by the marketing message. Thank you for your apology and willingness to change. Sincerely, M. O. Email #10: Barb wrote: "Praise the Lord for touching a heart at JC Penney!" Email #11: With your approval, I would like to print the attached in our upcoming Issues newsletter. Will that be OK? I love his response though I don't care how much money they give to  afterschool programs; it is the moral values of our teens that need to be held to a higher standard. I thank you for your efforts; they seem to have gotten the message. Email #12: Penney's has been a store that my family shops at quite a bit.  We have custody of 8 small grandchildren and have 25 grandchildren altogether.  I was very disturbed about the ad and pleased with how your company responded.  It is so discouraging to see advertising that is very sexual. I urge you to carefully examine your advertising practices for all ages as scantily clad, cleavage-bearing advertisements have surfaced more regularly with passing years in newspaper ads and mall displays. Email #13: 14 year J.C. Penney card holder Gary Bauer coming to American Decency Association, Fremont, MI Friday, July 29! Register now!  Seats will go fast. http://bit.ly/jiWykG Your support is important to our ability to make a difference. Donate online at: https://secure4.afo.net/ada/donate.php American Decency Association is a member of the Evangelical Council for Financial Accountability. American Decency Association Bill Johnson, President P.O. Box 202 Fremont, MI 49412 ph: 231-924-4050 www.americandecency.org http://www.twitter.com/billwjohnson

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