Urging consumers to view flooring through the prism of memory, Shaw Industries has launched a major consumer advertising effort in leading shelter publications. With ads slated to appear in Good Housekeeping, Better Homes and Gardens, Ladies' Home Journal and O (The Oprah Magazine), the warm and fuzzy ads aim to provoke a nostalgic emotional response to flooring. Created by the Dallas-based agency R&D Thinktank, the new spots feature variations of the tagline, "I want a floor that will take me back."