1. Dontae Iverson
PUR 4800
February 19, 2014
Lab Assignment/HW: A.C.T. Messaging
In the past, JC Penny’s has used Ellen DeGeneres as its spokesperson. This did cause
some controversy for some being that DeGeneres is an openly gay woman. However, the then
CEO Ron Johnson saw no harm in standing behind her thus putting a “gay-friendly” stamp on
the company.
Understanding this, it is evident that the company did want to reach a target audience who
themselves had been targeted negatively by many groups. Two other possibilities that the JC
Penny’s brand could bring on board to remain relevant to their publics could be the following:
Jada Pinkett-Smith - Smith appeals to a wide audience she is not
a young new on the scene actress. She has been around long enough to
have established a reputation as a noted performer, wife and mother. One
of the main target audiences of JC Penny are middle-aged women; those
women who have families and careers and who also need a place that will
provide quality brands for her and her entire family.
Salma Hayek – Salma Hayek would be a great candidate for a spokesperson.
She brings another demographic to the table. She has beauty and humor that everyone
can relate to. She is well-known in her many roles in the movie industry so it would
be a pleasant surprise for a company like JC Penny to have an actress such as Hayek
appear on its behalf.