Her Future Begins On Two Wheels

This print ad, published by Child Fund International, reveals several pivotal notions about the cultural, social and historical context of its production. The overarching value of the ad is to inform affluent individuals regarding the situation of impoverished children, and to persuade them to donate to charity. The ad promotes and persuades more economically developed countries and its individuals to donate and sponsor their Dream Bike Program. Some economists argue that the gap between the wealthy and poor be a myth, and over the years has become a closer reality. However, this ad claims that more economically developed countries (MEDC) such as the United States and the United Kingdom have the responsibility to ‘nurture’ and ‘guide’ these less economically developed countries (LEDC) such as India, presented in the ad. Not only does this reinforce the enormous pressure that it being weighted on MEDC countries, but it also depicts society’s expectations towards the western input on restoring goods in other nations.

            Furthermore, the advert is generalizing the population and the economic state of India, as it only sheds light on the lack of transport and need for education. In other words, the advert, published in the United States, concludes that every child in India is in ‘need’ of more necessities. Even though the ad is published with the intentions to raise money for the poor, by doing so it creates a stereotype regarding all LEDC countries recalling that without their help they do not have a ‘future.' While the ad is promoting a more caring and supportive society and environment for others in need, it suggests greater and more pivotal values which lead to increased pressure and expectations upon MEDC countries to fulfill, rather than supporting their economic development and growth.

            In addition, woman are also empowered in this print ad. Noticeably, a young girl is displayed on her journey to chase her dreams to go to university. A common stereotype that has been instilled in our society is that women have little to no value in developing countries. They either stay at home to cook or clean the floors. In this ad, however, they depict a young Indian girl on her way to receive an education, and overcoming the daily struggles of reaching her school. Furthermore, the ad suggest that they allow the new generation of women in India to receive an education, expressed through the slogan “Her future … towards her dream.”