Seeking to build high-fashion cachet for its TVs, Philips Electronics is spending the bulk of its European ad budget for the rest of this year on in-store, print and other media, instead of TV spots. For its pricey, Aurea flat-screen set, the company has commissioned a short film by Hong Kong director Wong Kar-wai that's being shown on Aurea TVs in Paris boutiques for the fashion brand Lanvin and the jeweler Lorenz Baumer, and is running a seven-page spread for the TV set in British Vogue with the tagline, "Simplicity is a light that seduces the soul."

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