JC Penney takes a stand. Not as much for altruism but for commercial impact. The majority of the populace either embraces or accepts the inclusion of homosexual consumers. Advertising here is doing exactly what it's supposed to do. It was a calculated risk and clearly JC Penney did its homework since the Million Mom movement was expected to have much less of a negative impact than positive reactions from prospective buyers.
Three Surprisingly Common Marriage Mistakes that Lead to Divorce: "Negativity includes small gestures such eye rolling, out of place humor, sarcasm. . ." (i.e. laughing when he accidentally slips on ice on christmas day).
"Words, Criticism & Imperfect Saints" Criticism, anger, sarcasm: Words have an effect on our lives and the lives of those around us. How should we use our words and how should we respond when someone criticizes us? - June 14 - Soul Survival