Sears tries not-so-soft side

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Sears, Roebuck & Co., Hoffman Estates, Ill., having run ads that simply invited customers to take a look at its apparel and "softer side," changes gears to a harder sell in a new ad campaign on store fashions tagged "Take another look." The new ads, which maintain the company's humorous approach by showing vintage footage of old fashions, break Sunday during NBC's Emmy Awards broadcast, with print appearing in Ocotber issues of women's magazines. Y&R Advertising, New York, handles.

Copyright September 1998, Crain Communications Inc.

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