• The New York Times, Tuesday, August 14, 2007 11:15 AM

Ironically, you won't see very many TV ads for Philips Electronics' new high-end flat-screen television.

Rather than go the route of the traditional 30- or 60-second TV spot, Philips recently created a five-minute fashion-oriented film to be shown in Paris boutiques to promote the Aurea, a high-end flat screen TV. Now, even televisions are being marketed without recourse to television.

The move by Philips reflects a desire by consumer electronics companies to differentiate their products in an intensely competitive marketplace by trying to give them some of the glamour of the fashion business. Philips is not alone in moving away from a masculine approach to selling consumer devices. LG, the South Korean electronics company, is selling a mobile phone under the Prada brand name. The Samsung ads for high-end televisions play up the sleek design of the products, sometimes by way of models in slinky black dresses.

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