Analysing Abounding Advertisements Adequately Antil Achieving An Accomplishment

Within ChildFund International’s advertisement for their Dream Bike Program, the predominant purpose is that of informing people of wealth or in first world countries of struggles faced elsewhere and persuading them to donate to the program, however a secondary intention may also be deduced, being that of highlighting gender inequality and the strive to eliminate it. Throughout the entire text, there is considerable emphasis on females and their struggles in today’s society, especially within countries such as India. From the first word of the text being “her” to the image of the girl, the author evidently targets activists for equal rights including education. This is effectively done by illustrating the subject of the text as weak, as seen when the author uses “she was a little girl” rather than “she was young” in the first line. This employment of tone is intended to evoke an image of a young girl to the reader, thus causing an association of weakness, innocence and ultimately, the desire for nurture as a result of the preconceived stereotypes instilled today. The sympathy and empathy evoked from such illustrations are reinforced by abstract language, a “journey” preponderating a “trip” or “ride”, thus amplifying the struggles faced and further encouraging donation and support.

The article also lays stress upon the idea that a successful future has direct correlation with the provision of bicycles. “Her future begins on two wheels” may suggest that unless an education is achieved, these girls have no future. Subsequently, “she’s riding – safely and quickly – toward her dream” demonstrates the ‘Simple Solution’ advertising technique, as ChildFund are implying that they are making the dreams of these many young women come true. This in itself exhibits the need for gender equality in such countries as India and all around the world, as the possession of a bike should not determine or limit one’s success or achievements.

I found this text quite difficult to analyse, mostly due to its good heartedness rather than that seen in the advertisements for most products. I did, however, enjoy the challenge and can’t wait to have an advertisement-analysing acumen.