Frederick's of Hollywood it ain't, but stodgy old Sears Roebuck is certainly changing. On Sept. 14, merchandise group Chief Executive Arthur Martinez unveiled an eye-catching new $40 million print- and TV-ad campaign to entice women into checking out the Big Store's new, more fashionable dresses, blouses, and other women's apparel. One print ad features a lingerie-clad woman cooing that she bought her two-year-old a pair of pajamas at Sears to help the child go to sleep--and a revealing gown "to keep my 40-year-old awake."

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