A look at shares and bonds of times gone by: Female figures wherever you look! For centuries, the role of women has been limited to that of an advertising icon. She was supposed to embody fertility and prosperity. Virtuous and graceful, they represented the values of a company on its share certificates so that male investors in particular would feel comfortable entrusting them with their money.
Today, women manage finances everywhere - in private households, companies and also on the political stage, they are increasingly shaping financial and economic policy. And banks have also been specifically courting female customers for some years now.
The self-image with which women now see themselves as players in the world of finance is new. Previously, they did not actively participate in the financial market. Nevertheless, they are often depicted on shares, as the design of securities more or less served as a hidden advertising message.
For this reason, on the occasion of International Women's Day, we have compiled a list of securities on which women are depicted.
Disclaimer regarding the illustrations
Some of the images of women shown on these securities may reflect sexist or colonial views. Nevertheless, we have decided to show these securities in order to enable a critical examination of past social images and financial practices. By presenting these historical documents, our aim is to raise awareness of the problematic aspects of the past and encourage reflection.
Companhia Ciclista de Portugal, Share from 1935, Source: Stiftung Sammlung historischer Wertpapiere
As goddess: Companhia Ciclista de Portugal
The arrows stand for speed and lightness, the bow for taut strength and vital energy. The designer uses these symbols to advertise the shares of the bicycle manufacturer Companhia Ciclista de Portugal. Both attributes are associated with the Roman goddess of the hunt, Diana. As a lightly clad beauty, she is supposed to encourage male investors to buy. But she seems to be just an accessory, as the winged bicycle actually dominates the scene.
A. Gerngross AG, Share from 1920, Source: Stiftung Sammlung historischer Wertpapiere
As a consumer: A. Gerngross AG
Paris becomes the capital of fashion in the 19th century. One of the main figures of this consumer world is the bourgeois woman. She is depicted on the main share of the department store A. Gerngross AG in 1920. As a fashion-conscious consumer, she is preoccupied with fine fabrics and contemplates her own beauty in the mirror. The woman's love of consumption guarantees the prosperity of the department store and keeps the shareholders' tills ringing.
L'Ikelemba S.A, Share from 1898, Source: Stiftung Sammlung historischer Wertpapiere
Colonial eroticism and exoticism: L'Ikelemba S.A.
The banner under the Belgian coat of arms on the founding share of the colonial company L'Ikalemba promises European investors work and progress. The supposedly proud native woman balances the rich harvest of her labor on her head, seemingly effortlessly. But at the end of the 19th century, it is probably her bare shoulders and the leg she presents that impress the shareholders and shape the colonial view of Africa for a long time to come.
Industrial Building Company of Egypt, Share from 1908, Source: Stiftung Sammlung historischer Wertpapiere
Eroticism: Industrial Building Company of Egypt
You would hardly expect so much sex appeal on a share of an Egyptian construction company from 1908. On the security of the Industrial Building Company of Egypt, an attractive, naked woman sits seductively on a floor plan drawing. However, the word “Industrial” and the chimneys in the background indicate that it is actually about work.
Playboy Enterprises, Incorporated, Share from 1976, Source: Stiftung Sammlung historischer Wertpapiere
Eroticism and VIP: Playboy Enterprises, Incorporated
The Dutchwoman Wilhelmina Rey, known by her stage name Willy Rey, is a particular hit with the men's world. The model undresses for the erotic magazine Playboy in 1971. In the same year, Hugh Hefner floated his company on the stock exchange and chose her picture as the cover motif. Initially, every investor can have a personal certificate issued and delivered. This allowed him to reach his target group perfectly, but in the long run it became too expensive for the company.
Bank in Zürich, Share from 1855, Source: Stiftung Sammlung historischer Wertpapiere
As an entrepreneur and investor: Bank in Zürich
Albertine Escher was born a Bürkli. With the purchase of shares in the Zurich bank, she is making a long-term investment. She came from the long-established Bürkli and Orelli families in Zurich. In 1832, she married into the Escher vom Glas family. More precisely, she married Hans Escher, a distant relative of the famous Alfred Escher. After the death of Albertine Escher, the shares remained in female hands. It passes to her sister and then to her granddaughter.