Curator: Susana Martínez Rodríguez.
Credits: This exhibition has been organized and financed by the Unidad de Igualdad of the University of Murcia. The Faculty of Economics and Business and the Department of Applied Economics of the University of Murcia have collaborated in the financing. The Historical Archive of the Banco de España, BBVA Historical Archive and the Banco Santander Historical Archive has lent the documentary collections.
Summary:
In the 1960s, the period from which most of the photographic collection on display comes, there was a clear evolution in the image projected of women as bank customers. At first, female figures appeared as companions or mere extras in the streets of the cities. Later on, women became a target audience for banks because of their status as wives – the young couple who, eager, need a loan for a flat; the married couple who go on holiday using cheques to avoid robbery -, or because of their duty to teach the virtues of saving to their children. Finally, at the end of the 1960s, banks, and in particular the big banks, began to create advertising aimed directly at the female working public, with more specific profiles, focused on their personal needs: they offered loans to young women to improve their training or their business, advises to the female with clerical works to get more out of their savings, credits to housewives to enhance their home and new services to make their daily tasks easier. A bank even created a magazine aimed exclusively for female customers and the Banco de la Mujer.