ABSTRACT

During the second half of the 20th century, financial entities conquered new clients: women. This research highlights a strategy used by a private bank to reach a new market segment with an unprecedented communication tool in the financial sector: the women’s magazine. The magazine DIANA (1969–1978), holds the key to the first financial disclosure strategy with a gender perspective launched in Spain. The analysis method consisted of systematizing 551 elements of the magazine (articles, advertisements, and front and back covers) to refine a selection of 81 items for study. DIANA was a magazine with advertisements and financial articles tailored for women and written in a new advertising language combining the features of women’s magazines with strong pedagogy. The magazine provided a great benefit through its action, guided by an economic objective: female financial literacy.

摘要

20 世纪下半叶，金融实体征服了新客户：女性。这项研究重点介绍了一家私人银行利用金融领域前所未有的沟通工具：女性杂志来进入新的细分市场所采用的策略。杂志《DIANA》（1969-1978）掌握了西班牙推出的第一个基于性别视角的财务披露策略的关键。分析方法包括对杂志的 551 个元素（文章、广告、封面和封底）进行系统化，以提炼出 81 个项目进行研究。DIANA 是一本专为女性量身定制广告和财经文章的杂志，采用新的广告语言编写，将女性杂志的特点与强大的教育学相结合。该杂志以经济目标为指导，通过其行动提供了巨大的利益：