Jcpenney Ads Analysis

Profound author, speaker, and filmmaker, Jean Kilbourne, wrote in Reading Popular Culture, “Advertisers want us to believe that we are not influenced by ads” (94). Advertisers depend on consumers not noticing the subtle and subliminal effects of advertisements in strategic display setups in stores, product sales, and social influences. J.C. Penney, a department store company, operates at over one thousand locations nationwide; the company must utilize tactics to influence consumers because stores, stocked with merchandise, must keep their product moving to make room for new arrivals. The J.C. Penney store located in the Indian River Mall in Vero Beach, Florida, is a two-story store that utilizes store design; colorful, high quality advertising;

Penney location appeals mostly to the female shopper; three entrances from the outside parking lot lead directly to the J.C. Penney’s main floor. A single glass door entrance on the west side of the store leads from the parking lot into the Boys’, Girls’ and Infants’ Departments; a set of double glass doors on the east side of the store open into the luggage department; this entrance forces the consumer to make an immediate right turn ending up with the Kitchen Department on the right and the Women's Department on the left. The main entrance from the parking lot features a set of three double glass doors that face north and lead directly into the Lingerie Department. A single door spanning a width of approximately eighteen feet forces customers to walk around the cosmetics counter as soon as they enter the store from within the mall. The second floor houses the Men's Department, a hair and nail salon, an optometrist who does eye exams and sells glasses, as well as the J.C. Penney Photo Studio. In order to influence the consumers that enter the store, the J.C. Penney location in Vero Beach, Florida, employs in-store techniques common in all department

Penney appears to runs sales consistently. During “Penny Days,” the most popular sale that happens at the Vero Beach location, certain items within the store sells for buy-one-get-one for a penny. Similar to other stores, J.C. Penney also runs smaller, regular sales that give percentages off specific items. Though larger sales appease consumers more than smaller sales, the smaller sales influence consumers into returning to the store more often. If the sales cause consumers to be happy with the prices, they will likely to return to the store and shop there regularly. The J.C. Penney location in Vero Beach, Florida, uses product sales in order to attract consumers and make sure that they return to the