As Target recently took over an entire issue of the New Yorker in print, Sony is taking over all of Style.com today as part of an online effort to launch its Bravia flatscreen TVs - an unusual move in that a consumer electronics marketer is targeting women - writes ClickZ. Creative reads, "Introducing Bravia. The World's First Television for Men and Women." Universal McCann made the buy (value undisclosed).

Ad units will include all of Style.com's usual placements, including a 720 x 440 ad. Sony will also use floating rich media. This is the first time that Style.com has been sponsored by a single advertiser.