Gender and bankarization in Spain, 1949–1970

What is it about?

***Marketing Strategies and Bank Advertising Targeting Women in Spain (1949–1970) Between 1949 and 1970, Spanish banks changed how they advertised to women. At first, women were only shown in ads as background figures, supporting men. Over time, banks started seeing women as potential customers and created ads that encouraged them to open savings accounts, manage household finances, and later, even apply for personal loans. By the late 1960s, advertising campaigns featured working women and promoted financial independence. These marketing efforts reflected broader societal changes and helped normalize the idea of women managing their own money, paving the way for later financial and legal reforms that expanded their economic rights.

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Why is it important?

This research highlights the crucial role of banking advertisements in shaping women's financial inclusion in Spain during the mid-20th century. By documenting how marketing strategies evolved to target women as independent clients, this study provides a unique perspective on gender and financial history. It underscores how advertising not only reflected but also contributed to social change, helping to normalize women’s access to banking services and financial autonomy. Given contemporary discussions on gender equality in financial services, this historical analysis offers timely insights into the long-standing relationship between marketing, gender, and economic empowerment. ****Stages of Women's Representation in Bank Advertising 1. Women as Passive Figures (1949–1959) In the early years, women were largely absent from direct advertising campaigns by banks. When they did appear, it was in a passive role, often depicted as companions to male clients or as generic figures in urban landscapes. Advertisements during this period primarily emphasized institutional credibility, using imagery of bank headquarters or financial stability, with women included merely as background elements. 2. Women as Emerging Clients (1960–1965) A gradual shift occurred in the 1960s, as banks began to recognize women as potential clients. Advertisements started portraying women engaging with banking services, but often in relation to family finances. The messaging emphasized savings accounts for children, family budgeting, and financial planning within the context of traditional gender roles. Women were still depicted as financially dependent on male relatives, and banking services for them were framed as tools for household management rather than personal empowerment. 3. Women as Independent Clients (1966–1970) By the late 1960s, the depiction of women in bank advertising changed significantly. Banks introduced campaigns directly targeting women, promoting products such as personal loans, current accounts, and credit facilities specifically designed for female customers. Advertisements during this period featured professional women, secretaries, and even women engaging in business, reflecting the slow but growing economic independence of women in Spain. Some campaigns explicitly addressed the need for women to have personal financial autonomy, anticipating legal reforms that would eventually allow them to open bank accounts without male authorization.