Residents and Web users are discussing whether property advertising in the real estate industry has got out of hand, after a full-page "advertisement" in the People's Daily printed a list of the most misleading property descriptions.
Under the title "Shocking real estate culture," the newspaper published a list of the terms that they said would be familiar to anyone who had ever read any property advertising.
Divided into three sections, with cartoons on the page illustrating some of the slogans, the paper listed the most common potentially misleading descriptions, with an explanation of what it really means.
For example, "Farewell to the downtown hustle, enjoy exclusive quietness of life" means "very isolated location," and "Exotic Gothic style" implies "you're getting a round-shaped roof." "Friendly neighborhood with harmony" means there is only a "narrow space between buildings."
The advertising department of the People's Daily posted the page on their Sina Weibo with the title "as you guys all could understand."
"It's a whole page about the hidden rules in the property advertising industry with text and cartoons," said Chen Shuhua, an employee of a local public relations company, who agreed that many descriptions of property developments were misleading.
Yu Dongping, a former commercial script writer for property projects, said that certain words are popular and recommended for promoting a new project. Property developers will insist that certain terminology is used.
"Potential consumers are drawn to key words like luxury, honorable and unique, especially in smaller cities, so the developers especially like to see those terms in the slogans," Yu said.
However, potential consumers also have the right to know what they are buying and true information on the advertising, which ought to be protected by related laws, said Qin Guorui, a local consumer rights protection lawyer.
"Commercial flyers and TV commercials could also be proof that developers did false and deceptive advertising, but many terms have no legal definition, like 'unlimited green' or 'closest touch to nature,'" Qin said.
It's better that consumers only believe the data that is in the contracts," he noted.
In March, Beijing Administration for Industry and Commerce (BAIC) banned outdoor advertising that advocated "hedonism, feudal emperors, heavenly imperial nobility, and the worship of foreign things."
But as early as 2007, BAIC issued a notice, asking the industry and commerce departments at all levels to carry out an inspection of outdoor advertising that violated the "socialist spiritual civilization construction" by using inappropriate words like "luxury," and "top enjoyment," which are commonly used in property advertising, according to a Beijing Times report.
Liu Xiaoxin, an editor working near Guomao, told the Global Times that she has always been annoyed by this kind of "unreal" advertising.
"Like many, I'm often lumbered with flyers promoting properties, which may say it will just take you 20 minutes to get to the CBD, but actually, the housing is already out of Beijing. You'd need to risk your life, driving at top speed at midnight to arrive there," said Liu.
Liu said that she realizes developers are doing what they can to promote projects, but she feels their methods are just "low-grade."
Top 10 slogans
Farewell to the downtown hustle, enjoy exclusive quietness of life - very isolated location.
Exotic design of Gothic style - a round-shaped roof
Private housekeeper and honorable lifestyle - community has security guards.
Humanized environment management - there's a garbage dumpster
Friendly neighborhood with harmony - narrow space between the buildings
One and only water scenery - right next to a stinky ditch
Located in the center of CBD - a credit association available
Zero distance to medical system to embrace the health - a small clinic
Personalized and uniquely design apartment - shoddy layout
Luxury lifestyle like a noble - extremely expensive price
Source: People's Daily
