What overall strategy is used in the advertisement for Merchants National Bank?

The strategy of using a familiar proverb for relatability in the advertisement for Merchants National Bank taps into cultural references that resonate with the audience. By incorporating well-known sayings, the ad fosters a sense of connection with potential customers who can easily recognize and relate to the message conveyed. This approach leverages shared values and wisdom, creating an implicit trust in the bank and reinforcing its credibility.

Utilizing a proverb can simplify complex ideas into digestible snippets of wisdom, making the ad more memorable. It plays on the continuity of shared experiences and beliefs, which can ultimately lead to a favorable perception of the bank's services. This strategy often encourages the audience to reflect positively on the bank's ethos and the reliability of its offerings.