Dah Sing Bank is consulting its lawyers over a full-page advertisement castigating the company that appeared in a local magazine. The advert appears on the inside cover of the September edition of bc magazine, a local English-language arts and entertainment publication. Under a large Dah Sing Bank logo, are the letters 'SUCX', made to look like smeared paint. The acronym stands for 'S*** Useless Customer Xperience,' the ad says. Dah Sing Bank was seeking legal advice on possible action against the magazine's publisher, Carpe Diem Publications, said a bank spokeswoman. 'Definitely, to some extent, it has damaged our reputation,' she said. 'Frankly, we are shocked.' Neither the advertisement's author nor the publisher could be reached for comment.