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I disagree.

When Apple created the Mac/PC ads, they deliberatley chose a dorky, middle-aged guy to play the PC, and a younger, more casual guy to play the Mac. The goal in doing so was create the impression that these were "typical" users of each platform. Since we live in a youth-driven culture, the implication is that buying a Mac is a way to associate oneself with the "cooler" crowd. Just as, for example, an ad for a sports car might feature a young attractive woman, even though most sports cars are probably bought by middle-aged men--often in an attempt, consciously or not, to attract the attention of young women. This kind of cultural association is common in modern advertising, and the subtext it creates in Apple's ads was just as significant as whatever each one poked fun at (UAC, crapware, etc.). To say the actors were simply stand-ins for computers grossly misses the point.

Microsoft's initial goal with the "I'm a PC" campaign was to break that association, by having people from all different backgrounds substitute themselves for John Hodgeman's character. In doing so, they hoped to convey the idea that the PC is a sort of egalitarian device for every man, woman and child. You can debate the effectiveness those ads had in communicating that message, but I've certainly never come across anyone who felt "degraded" because they thought they were being literally compared to a few pounds of silicon, plastic, and precious metals.

Also, FWIW, Apple clearly asks "Which Mac are you?" on its website:

http://www.apple.com/getamac/

(The second item to the left of the header.) Do you feel degraded? :-)

Personally, I think these new Windows 7 ads are pretty decent. Actually, they do what even Apple hasn't managed to do up to this point: clearly and succintly demonstrate features of the product being advertised.

Edited 2009-10-23 02:20 UTC