Microsoft looks to recession to boost image

It's now hip to watch what you spend. After all, in a recession it's difficult to spend lavishly if you're not sure your job will still be there for you on Monday.

Microsoft Corp. is pushing the recession-sensitive message in its new ads that started Thursday, highlighting how PCs with the Microsoft Windows system running them are much cheaper than a computer from Apple Inc.

The ads are Microsoft's attempt to reclaim the "I'm a PC" catchphrase from Apple, according to an Associated Press story.