A new type of advertisement has appeared to Scotia Bank to attract more customers by adding hockey element in their financial advertisement.

Personally I think it is a good idea to some extend for tapping into emotions works, connecting image of Scotia Bank to adore of hockey. If they are managing to use concept of “image transfer”, transferring positive feelings about hockey on to Scotia in an emotional way.

This concept actually work successfully for several big company, like Tim Hortons, Nike, Rogers and so on. All of the examples have proved that “image transfer” is valid in many cases. But Scotia did do a survey among public and got the resounding that advertisements of a bank would be more acceptable if it is authentic.

So, this raise a considerable situation when using such strategy for image of a bank. From this article, high attention should be paid on standard or characteristic of a certain company or business. Scotia might want to make customers like them by adding hockey element in their advertisement on financing, and probably with some humour effect. But it is still a bank which ought to be considered with feelings like “reliable” and “safe”, instead of “humorous”.

Reference blog site of yueyue wang:http://www.theglobeandmail.com/report-on-business/industry-news/marketing/blood-sweat-and-tears-scotiabank-shoots-at-hockeys-softer-side/article20898455/

Link of an advertisement using “image transfer”:https://www.youtube.com/watch?v=f8gzXBpyWGM#action=share

Article Link:http://www.theglobeandmail.com/report-on-business/industry-news/marketing/blood-sweat-and-tears-scotiabank-shoots-at-hockeys-softer-side/article20898455/