Outlandish advertising does not only strengthen the disadvantaged group's sense of being marginalized, but may even push them towards violence because of possible mental problems. Nowadays, many rich people have bodyguards and some drive bulletproof cars. Isn't it very strange that the rich are living in such a "survival crisis?"

Real problem is house prices

Deng Haijian (hlj.rednet.cn): Nothing hurts the ordinary Chinese more deeply than the unreasonably high house prices. Living under the heavy pressure of sky-high house prices, the public has become extremely sensitive. They are critical of real estate billboard advertising not because of the ads themselves, but because of the disliked real estate market. What terrifies the people the most is the increasingly widening gap between the rich and the poor and the "survival of the fittest" attitude permeating society. What is painful to common folk is the anxiety brought about by the feeling that houses are built only for the rich and the division of rich and poor zones in the city.

No advertisements deserve criticism, as long as they do not violate the law. Yet these luxury housing billboards are to be removed. If this logic prevails, to have VIP target clients in banks and VIP lounges at airports that forbid ordinary passengers to enter will also affect social harmony. Is it then necessary to cancel these services? I think the priority is not to remove billboards, but to develop a reasonably priced house market.

Cao Lin (Nanfang Daily City News): As a sales technique, advertisements are designed in a way that flaunts wealth to sell products to target consumers.

Some experts argue that these billboards will result in mental disturbances in some people and fuel people's hatred toward the rich. The attack on these ads seems to be in the public's interests. In actual fact, it is debasing the public. I don't think the public is so irrational as to be hurt by such words as "utmost prestige," and "ultimate comfort," and neither will they become hostile toward the rich just because of these words.

Before it becomes a daily necessity to the public, many products are first available to the rich. For many people, what they want is what others already have. So, advertising luxurious houses do not deserve any blame initially.

Why have these billboards stirred up people's hatred toward the rich? The key does not lie in the ads, but in all kinds of injustice behind the sky-high house prices, namely, the collusion between the government and real estate developers make macro-control policies on house prices fail again and again; unreasonably high house prices cost the life savings of so many families; tough measures are used to force people to move out of their homes, with little compensation, so that real estate developers can have the land; 40 percent of profits in the real estate industry is taken away by government departments; and many real estate developers make fortune in corrupt ways. So what is making people fed up is not the advertising, but all the dirty deeds behind the advertising. Wealth that is earned legally will inspire people's admiration, while money earned in corrupt ways will stir up ill feeling.

Shu Shengxiang (Chengdu Evening News): Billboards do not create the gap between the rich and the poor, but they do reveal the reality of this gap. Even if advertising affects social harmony, it is only in a superficial way, yet the essence of the harmony will not be so easily corroded by advertising alone. To flaunt wealth in the ads is not a rational idea, but it's still legal. Some CPPCC members demand the government do something, but why should these ads be removed if they are legal?

To delete such words as "superiority," "nobility" and "luxury" from the ads is very easy. All it takes is an order from the government. However, will house prices fall once these words disappear? Absolutely not.

If billboards reveal the existing gap between different social classes, then the removal of the ads should conceal the existing gap.

If general house prices were more reasonable, real estate developers would quickly think of ads that were more people friendly. This is clearly not the case.

Dong Hui (Modern Express): As someone who feels the burden of sky-high house prices, I do not hate the rich, as long as they make money legally. What really frustrates me is that few houses are affordable to the ordinary people. Over-the-top ads with fancy words are nothing but billboards. What really affect social harmony are the rocketing house prices, not these boards. If the government decides to create a harmonious real estate market, it should try to bring down house prices, not focus on billboards. If everyone can afford a decent house, there would be no frustration, no matter how many billboards were erected.

One can buy cheaper clothes if expensive clothes are not affordable. However, the case is different with houses, as it seems almost every house suitable for living is out of reach. The ordinary people have no choice but to face the fate of being slaves to their mortgages. At present, instead of persuading the government to do more to bring down house prices, CPPCC members are suggesting tough measures toward the billboards. We feel this action is meant to distract the public's attention from the real problem-soaring house prices. Of course, it's much easier to take down billboards than to reduce house prices. What we expect to see is that the government will take its hand out of the lucrative real estate cookie jar, and stop depending on the real estate industry for economic growth.