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9 KATE SPADE PRINT CAMPAIGN Art photographer Tierney Gearon shot an upscale suburban couple frolicking with their kids in scenes that are idyllic--almost. Mom bundles her son into a car as a crow glares in the foreground. The kids dress up, half cute, half menacing, in devil costumes. It's a haunting deflation of our myths of the innocuousness of childhood.
10 THE VICTORIA'S SECRET FASHION SHOW As a play for viewers, it was pretty transparent. (So was the clothing.) As advertising, it was a coup: over 12 million (more than half of them women) watched what amounted to an hour-long underwear ad on ABC.