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Michelle Lai
Ms. Miles
ENG 137H
October 10, 2013

Do You Still Think Im Pretty?
In this age of technology, devices have entered a rapid form of evolution: survival of the
fittest. Just like humans and other forms of life, only the ones best fit to their environment endure
to sustain future generations. Therefore, the more rapidly they change, the more rapidly their
companies must convey to consumers that this product is the best one. Such is the case in the two
leading brands of devices: Apple and Microsoft. They utilize the most outreaching method of
promotion is the TV commercial, which is how Microsoft glamorizes its Surface RT and mocks
the iPad 4. Through ingenious manipulation of the logos, pathos, and ethos of rhetoric, Microsoft
persuades the general public to believe its Surface RT is better than Apples iPad 4 and to
ultimately purchase the Surface as well.
Although the society today, especially those in the teenager generation, cannot function
without these devices, they only came out less than a decade ago. In Apples case, the first
modern-looking computer, the iMac, arrived in 1998. Even more surprising are the release dates
of the iPhone and iPad 2007 and 2010 respectively (The Apple Revolution). Now Apple has
created several generations of iPads, each exponentially greater than the last. Microsoft, founded
at the same time, achieved success at a fast rate as well. Recently Microsoft also began
producing tablets to keep the company at the forefront with its main competitor (A History of
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Windows). Naturally, just like in political ads in the presidential campaigns, Apple and
Microsoft have created ads attacking one another.
Instantly as the Surface RT versus iPad 4 commercial opens, one thing is clear: the two
tablets are placed side-by-side against a white background, where the white iPad blends in but
the black and blue Surface RT stands out, in order to declare the Surface RT as the better one.
Immediately, Microsoft puts Apple at a lower, almost pitiful standard when a startled Siri (the
speaker in the iPad) admits, "Oh dear, I need a little help here," as a hand props up the Surface on
its kickstand. Next, the hand inserts a USB drive into the Surfaces port. When another hand tries
it on the iPad, a confused Siri apologizes, "I'm sorry, I don't have a USB port." A hand then
attaches a keyboard to the Surface, intimidating Siri into asking, "Oh snap, you have a real
keyboard too? This isn't going to end well for me, is it?" Finally, as the prices ($349 and $599)
pop up, Siri bewails, "No, definitely not ending well . . . Do you still think I'm pretty?" The
screen turns red and displays the text: Less talking, more doing. This insinuates that the iPad
resembles a noisy child while Microsoft gives the impression of a sophisticated adult. All of this
happens in a mere thirty-one seconds.
Clearly, the commercial appeals to consumers with simple logic. Not only does the
Surface sport a kickstand, USB port, and keyboard, it also costs significantly less. These ideas
are directed straight to the general public, who Microsoft wants to educate about this product that
most people might not have heard of before. To them, the logical connection is that if they buy
the Surface, they will have a more advanced tablet and will also save money. The secondary
audience for this commercial is the avid Apple supporters. This group of people almost worships
the company and will almost blindly advocate for their products. With thirty-one seconds,
Microsoft must attempt to sway their thoughts as well. Even though making fun of the iPad
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could anger iPad fanatics, it could alternatively force them to see the plain facts that the Surface
has better features.
Another form of logic that the commercial displays is in its arrangement. The ideas are
organized so that the features progress from good to better to best. Even the first feature, the
kickstand on the back of the Surface, is a novel, useful innovation that should impress the
viewer. The following examples become fancier and spark curiosity in the consumers mind. At
the conclusion, the commercial opens speculation on what even more interesting developments
could arise in the future from Microsoft, implying that Microsoft is continuously moving forward
while Apple is regressing and moving backward. Undoubtedly, the commercial does leave out
some parts of iPad that the Surface does not have, but that is simply another strategy on
Microsofts part to devalue the iPads strengths. Overall, the style and facts in this advertisement
construct a logical mindset that the Surface is the best product. Thus, the logos part of the
rhetoric is established.
Also highly apparent in the video is the technique of play on emotion. Of course, the
sheer nature of the commercial, an offense on the iPad, draws upon the human nature of always
wanting to be better or fighting back. Additionally, the voice of Siri elicits both sympathy and
humor in the viewer. Even the fact that an electronic device has a voice creates an unnerving
feeling that despite its robotic tone, it is still human-like. The diction is in a low voice, which
makes the iPad less powerful and teaches the viewer that it is also less capable. The other fact
that the iPad has to be supported by a human hand for the duration of the commercial continues
to transmit this message of helplessness.
Meanwhile, the music playing in the background the entire time is cheerful and upbeat.
This lightens the mood and highlights the Surfaces success. Further, Microsoft cracks a joke on
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the audience. After the iPad has been completely derailed, Siris question Do you still think Im
pretty? echoes in the viewers mind as a lamenting last resort. The humor originates in the fact
that this is something along the lines of what a young girl would ask following an injury to her
pride or moment of self-consciousness, such as after a break-up with her boyfriend. With all
these various techniques in combination, Microsoft applies pathos to lure consumers in
emotionally as well.
To almost any person in a developed country, Apple and Microsoft are household names.
As of spring 2012, over half of the homes in the United States possess at least one Apple product
(Gralnick). As of summer 2010, over one billion people use Microsoft products (DeVaughn).
These numbers have surely grown at an aggressive rate since then. The numbers prove that these
companies are both very credible. So why must they still produce commercials to publicize
themselves? The answer is straightforward: since they are both credible, the problem is now who
is more credible. Not only is this a war between tablets, but it is also a war between the fame of
the names and the ultimate riches of the companies. In the commercial, Microsoft does try to
raise its status, but it also viciously tries to undermine that of Apple so that it can ensure that it is
the victor. The play on ethos in this ad strengthens the final goal to be the sole leading
company.
Altogether, the logos, pathos, and ethos compose a forceful rhetorical attack from
Microsofts Surface RT on Apples iPad 4. Despite its brevity, the commercial hits all of its
points in a smooth, matter-of-fact manner. After the presentation of the iPads weaknesses, only
a devoted fan ignorant to the facts of the benefits of the Surface RT could make an argument for
the opposing view. In the end, the rhetoric prevails; although the winner of the war is yet to be
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determined, Microsoft has claimed victory in this battle. So no, iPad: after that commercial, we
do not still think youre pretty.

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Works Cited
Gralnick, Jodi. "Half of U.S. Homes Own Apple Products." USATODAY. Gannett, 28 Mar. 2012.
Web. 8 Oct. 2013.
N.A. "The Apple Revolution: 10 Key Moments." TIME.com. Time, n.d. Web. 7 Oct. 2013.
N.A. "A History of Windows." Windows.microsoft.com. Microsoft, n.d. Web. 7 Oct. 2013.
DeVaughn, Stan. "How Many People Use Microsoft Products? More than a Billion." Stan
DeVaughns Blog. WordPress, 29 July 2010. Web. 8 Oct. 2013.