The Price Is Righter

J.C. Penney's new CEO believes he can revive the struggling department store by tapping into shoppers' frustrations with sales gimmicks

Go to the mall these days and it's hard not to feel as if you're being messed with, which is why J.C. Penney's recent not-going-to-take-it-anymore ad rings true. You may have seen it: consumer upon consumer screaming "No!" as coupons flood out of a mailbox, crowds mass before dawn for a Black Friday--esque sale and store windows are stocked with items that are now 62% off. Too bad you bought them at full price, sucker.

The ad is staged and exaggerated, but the frustrations are real. To be a shopper--and not walk away screaming--is to come to grips with the reality...

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