Telling Use of Language --- Toshiba Laptops set you free

While I was searching for a laptop to buy at the beginning of this semester I came across this advertisement. The advertisement was from Toshiba and described their laptops as having the ability to "set you free." I found this very interesting because having worked as a technology sales associate I knew my fair share about computers and was not really impressed with Toshiba and did not feel that they "set me free." I actually felt more like they bogged me down than set me free. The ad assumed quite a bit of information not only about their product but also about the knowledge level of the consumer. The consumer is assumed to want to be free of something else that is tying them down which is reasonably another computer.