Gay Advertising's Long March Out of the Closet

Adweek
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June 18, 2013

James Cash Penney, the son of a Baptist minister and founder of one of America's enduring retail empires, probably rolled over in his grave.

Tucked in the glossy pages of JCPenney's 2012 Father’s Day catalog was the kind of happy family scene one would expect to find there—only this particular photo featured a real-life same-sex couple, Cooper Smith and Todd Koch of Dallas, having a playful moment with their kids. At a time when gay marriage has been sanctioned in a dozen U.S. states (but not Texas) and in countries from Argentina to New Zealand, one would hardly think the shot indecorous. But the howls began almost immediately, with one conservative group charging the retailer with "promoting sin in their advertisements." It wasn’t Penney’s first foray into this territory. The 111-year-old chain had already raised the hackles of the morality police for a similar ad portraying lesbian moms and for enlisting Ellen DeGeneres as a spokesperson.

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