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Published on .

Target Stores uses two French affectations -- the faux moniker "Tar-zhay" and a Jacques Cousteau-like plot -- in a humorous commercial running nationally on network TV in the stores' markets. In the parody, "Team Tar-zhay" searches the watery depths for the elusive lower prices, and ends up frolicking with ichthyoid price tags. The "Tar-zhay" name sprang up among loyalists of the trendy discounter. Martin/Williams, Minneapolis, created the
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