This is a good example of how visual rhetoric can be used effectively. This picture shows the simplicity of Apple and its emphasis on a sleek, beautiful product. In contrast, the picture shows Microsoft to be very complicated, time consuming, and aggravating. It shows this by depicting cars as a representation of both companies. One car, being Apple's, is nice and sleek to show how beautiful it is. It also shows a ON/OFF switch where the engine for the car should be. This shows Apple's simplicity. The other car, being Microsoft's, is not as nice looking. Its shows an engine with multiple parts that seem complicated. Also, there are tubes, cords and cables hanging off the side of the engine compartment. Another way it shows this is the n=mechanics sanding by the cars. The Apple mechanic is nice and happy standing next to the car. The Microsoft mechanic seems very frustrated and tired, sweating and scratching his head. The effect of this picture on the reader is that the reader will most likely feel inclined to buy Apple products instead of Microsoft products, for its simplicity and sleekness. Ad hominem is used to put down Microsoft by accusing them of things that aren't necessarily true. Pathos is used to appeal to the readers emotion about their views of each company, by making them think Microsoft isn't as good as Apple.
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