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banco provincial – transgender advertisement – argentina

This advertisement for the Argentinian Banco Provincia aired in 2009. It features a conversation between a transgendered woman and an older man. The man has come to apologize for his previous treatment of the woman. It seems that, after his bank chose to grant them both a loan, he has come to see that he should treat her with a greater level of tolerance and acceptance. The text at the end of the ad roughly translates to: “Your life changes when there is a bank that is able to change.”


The man featured in this ad is clearly elderly. Do you think this was a deliberate decision on the part of those who produced the ad? Why or why not?

Why do you think a bank would choose to produce an ad that centered on a narrative of a transgender woman?
Do you think a similar ad could or would run in the United States? Why or why not?

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