RBC Capital Markets Ad

I recently saw this ad in a Bloomberg Markets magazine. After taking a glance at it, I realized just how much could be derived from this simple ad. The business that this advertise is advertising for is the RBC Capital Market Bank which is trying to convince to switch to their banking service. Throughout the ad, there are multiple advertising techniques that are fairly common.

Overall, this ad attempts to work your need to achieve as well as the need for prominence. The appeal to the need to achieve is present when the ad states that "Confidence, the key to success on every course." This reflects the need to achieve in that they later state that you can have confidence when using their banking service. The use of the appeal for prominence is evident in the that it shows a professional golfer.

The first advertising technique I noticed was the use of snob appeal. I saw this in how the picture is that of a pro golfer and the statement that the confidence will win you on any course. They are trying to get at through saying you could be golfing with the same guy if you use their bank because you will become wealthier and then you can do what the guy in the picture does.

The next technique I noticed was the use of testimonial. Although not the typical style of an actual celebrity endorsing the business, it used its status as the official patron of the PGA to acquire the same affect. The fact that they are the patron of the PGA is meant to show their success and how powerful they are, hopefully convincing you that they can be trusted and used as your bank.

Overall I feel that this ad was mediocre. No where near super eye catching or convincing. It just would seem  to be the average ad. They do use a fairly standard tactic in utilizing marketing techniques but in my opinion not enough.