Shelving the 12-year-old tag line "It pays to Discover," Morgan Stanley Dean Witter & Co. is changing the emphasis in its advertising.

A new campaign, created by an ad agency that the company's Discover Financial Services Inc. unit hired in March, is the first that does not focus on the Discover card's cash-back reward feature. Cardholders get rebates based on a sliding-scale percentage of their annual purchase volume.

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