J.C. Penneys is apparently featuring a 2 dad family in an ad for Father's Day. This has given traditionalists a chance to be upset, and liberals a chance to puff up and point fingers at people who don't agree with them. Given that gay men are only about 1.5% of the population, most of whom are not in committed relationships with young children, and they are the wealthiest demographic who are not shopping at Penneys, let's look at Penneys' motivation.
They need a more "with it" image and want to appeal to the younger crowd. So if the merchandise or traditional ad campaigns don't bring them in, how about offending the families who have been shopping there for years. They are older and probably won't spend as much as the 20-something and teeny bopper demographic, so who cares about them?
Millions of children have grown up with 2, 3, or more dads in our society, and it's called divorce and remarriage, or maybe just a baby-daddy who may or may not pay support and drop by occasionally. But that's probably a little more difficult to show in the Father's Day ad.
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