Does it look bad to apply to a Masters AND PhD in the same program at the same school?

[Ternwild]

I'm thinking I should apply to masters programs to give me a better chance of getting accepted in a PhD (see signature).  Is it bad to make two applications for the Masters AND the PhD program at a University?  I mean, since they're being reviewed by the same committee, how do you write and SOP that says you're really qualified for their Masters Program, but also write the same one saying you're qualified for their PhD program?