Just how bad is this bluff?

[FionnMac]

Ok so the people i've asked agree this is bad, or at least river is. But what i want to know is whether this is unjustifiable mega-spew with little or no chance of success or something that we all do now and again that is probably -EV but helps our image etc etc?

Villain is 20/16/3 super-standard TAG, not seen him around much so he's probably recently moved up from $200nl or a new sn. My image should be taggish and in-line also, maybe a little more loose/aggro. Thoughts?

Party Poker No-Limit Hold'em, $4 BB (5 handed) Hand History converter Courtesy of PokerZion.com

BB ($759.50)
UTG ($406.75)
MP ($539.80)
Button ($400)
Hero ($556)

Preflop: Hero is SB with 8[img]/images/graemlins/heart.gif[/img], Q[img]/images/graemlins/club.gif[/img].
<font color="#666666">3 folds</font>, <font color="#CC3333">Hero raises to $14</font>, BB calls $10.

Flop: ($28) 9[img]/images/graemlins/club.gif[/img], 5[img]/images/graemlins/club.gif[/img], K[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">Hero bets $21</font>, BB calls $21.

Turn: ($70) J[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
Hero checks, <font color="#CC3333">BB bets $50</font>, <font color="#CC3333">Hero raises to $175</font>, BB calls $125.

River: ($420) K[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">Hero bets $345.96</font>