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Do back-to-school shopping ads promote bullying among kids?

(PIX11) – In a K-Mart back-to-school ad, these students are raping about their new digs or clothing, how it’s a way to be cool in school.

K-Mart is known for its bargains but some parents say the ad is sending the wrong message.

Parent Naomi Starks, said “It is horrible. School is about learning, not what the kids are wearing. I always tell my daughter that.”

J.C Penny also has an ad that shows how new clothing can “make” or “break” a student. Some see that ad as promoting bullying.

Parent Neel Joshi, said “It clearly shows bullying in this ad, and we as parents must not be pressured by these ad or the kids.”

Many parents on Fulton Street in Brooklyn say they never follow ads, just their budget.

Sarah Concannon and Emily Sullivan, both parents in Midtown, agree. They also don’t believe the ads are adding pressure to the way they shop.

Responding to parents’ concerns, J.C Penny released a statement saying:

“We truly appreciate your concern. Our intent was not to trivialize or promote bullying. At  J.C Penney, we’re committed to carrying a broad range of styles that let kids express their individuality and make a positive first impression. Our marketing is meant to inspire kids to create and reveal their look as they head back to school this season. The ad is part of a handful of back-to-school TV ads we are airing this season. It aired earlier this summer as scheduled but is not currently part of our TV campaign. We’ll pass your feedback along to the appropriate teams for review.”

K-Mart has not yet responded to PIX11’s request for comment.

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