The commercial has several elements that portray a specific message JC Penney is trying to get across to its viewers. They used a very bland and grey setting for a store in the beginning of the commercial, to show how other stores aren't as exciting and fun as JCP is. Also, they make all the signs that say $16.99 or $9.99, etc. very red and bright in this very boring setting to make them stand out and easy for the viewer to see, to depict their message of how "here at these ordinary, boring stores, they sell at confusing, unclear, non-straightforward prices!" And by using the color red for these terrible prices, it shows how it's a bad thing that these prices at this ordinary store that isn't JC Penney are bad (as the color red is usually associated with negative things). Also, at the very end of the commercial when the saying about great prices is shown, the backdrop is a very dark pinkish-rose color with white lettering for the saying, to make it really stand out for readers to see and think "hey, JCP is a stand out store with great prices that don't beat around the bush!" Furthermore, Ellen's old fashioned attire when she goes back to England in the past is very eccentric and fancy. Now, when viewers think of this commercial, they'll think, "by shopping at JC Penney, I can look fanciful and have fun, and shop without the hassel!"
You can tell from this commercial that the target audience is women especially, as we love to shop. But, it also targets a certain age group of females, not only teens from about 15-23 who would laugh at Ellen's humor, but also more middle-aged women around 35-50 who, not only grew up with Ellen, but also have more of these hassles and complaints on confusing shopping prices and such. Within the commercial there are value and reality assumptions in this commercial, like that women value good deals, straightforwardness, high-class clothing, shopping, and so on. Additionally, JC Penney makes the reality assumption that "women are always fed up with non-straightforward pricings" and that "women need to feel their clothing is of high social status" by the way they dressed Ellen when she went back in time. I do suppose they're right about some women...we want to look our best! :P
JCP of course uses testimonial by using the wonderfully comedic Ellen DeGeneres as their spokesperson for their company, but they also use wit and humor especially. Ellen makes the idea that having to pay an uneven amount of money and having difficulty shopping funny, but it still conveys the message. She's able to make a frustrating situation hilarious, and that could make shoppers and viewers think, "by shopping at JC Penney, I'll have a grand ol' time like Ellen, except without the problematic paying situation!" With this commercial, the JCP company is able to appeal to "the need for aesthetic sensation", as the commercial played a classical music and used tradition garments worn in older days in England, appealing to a very higher class social status. By shopping at JC Penney without confusing prices or any hassle, viewers think that they too can be of high status and as glamorous as Ellen was (even if she was acting a tad silly :P). This too, shows how the commercial appeals to the "need for prominence" and "need for attention", as we want to be admired with our fancy, highly-fashionable clothing like Ellen was in the olden England days and to look of a high social class, and as the commercial seemed to depict, JC Penney can help fulfill these needs.
To all the females: do you feel it's frustrating to have prices that aren't simple, whole numbers, making you reach for that coin purse at the bottom of our bags? Yes, it is a bit irritating to have to do so. Maybe we should all go to JCP together and take a shopping field trip, see how much more simple and fun shopping can be like Ellen DeGeneres depicted. :)
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