‘Her Future Begins On Two Wheels’

Child Fund International’s new Dream Bike Program advertisement has dispersed. Let us look into the depths and breadths of this ad and analyze its components. To begin with, the main overarching value or purpose of this ad is to inform affluent individuals of the arduous situation of impoverished children on their journey to arrive to school. This ad sheds light on an important facet of life, that being education. It highlights that children living in less economically developed countries face struggles when on their way to school. Thus, making it difficult for them to complete their education and become successful. They are able to evoke an emotional response by the use of pathos, because as humans we feel the need for nurture, and as a result we sympathize with the child and would want to donate. In addition, an implied value throughout the text is the idea of gender inequality and attempting to eradicate the issue. We can observe that the entirety of the text has the hidden purpose of portraying noticeable emphasis on females and the struggles they undergo in this generation, most predominantly in economically unstable countries. This is displayed through the use of words like “her future begins on two wheels,” rather than saying “his.” This is then further shown as we see an image of a little girl smiling on a bike. The tone of the text itself adds particular stress on the idea of education, and continues to use the female in the context. It portrays gender equality as they attempt to show that woman also deserve an education.

Evidently women are empowered in this commercial. As we see the ad revolves around achieve a girl’s education and reaching her full potential. Instilled stereotypes have allowed us to believe that in countries such as India a woman isn’t prioritized in terms of education. Rather we perceived women stay at home, while the men earn the money. This whole idea is discarded throughout this ad. Subsequently, the text associates a successful future with the provision of bicycles. As they show a girl who bequeathed the daily struggle to receive an education, and dismissed from the dangers of arriving to school by riding a bike. This ad implies that they are reviving dreams through their program. “She’s riding – safely and quickly – toward her dream,” portrays the ‘Simple Solution’ persuasion technique, as they ignored the complexities of reality and blatantly summoned a simple solution by introducing bikes. They claim that these bicycles will be her “ride” to success.