DADS of Florida

Dads of Florida, Inc.





December 17, 2005


To: JCPenney

 Public Relations:


Subject: Advertisements


In a recent television commercial, in which JCPenney depicted a father sitting with a child in a high chair waiting impatiently for the child's mother to return from your store, is an incorrect depiction for all fathers. We are appalled by this particular commercial.


In this country, there are approximately 2.7 million single father households and millions more households in which the father is the primary shopper. Recent census data has shown that the number of single-father households in this country is increasing every year.


JCPenney's advertising campaign using the "ineffectual father" theme degrades men by portraying them as incapable, or lacking the ability to properly care for themselves or any family members. In using this kind of campaign to sell your products, your company is only furthering the public perception that men in general cannot be good and proper parents.


If in fact your products are so ineffectual that you need to degrade an entire gender just to make a sale, then there is no place in our homes for your companies' products.


Your company has been placed on our boycott list and the information relayed to our national organization, DADS AGAINST DISCRIMINATION, USA.  We have sent this information to other fatherhood organizations along with a request that they join our boycott of JCPenney and any other products offerings by JCPenney.




Tony Spalding

Tony Spalding

President DADs of Florida



 P.S. I look forward to your response.

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