China Outlaws Advertisements Promoting Luxury Goods And Lifestyles

554252494_47a4e801ffIn an effort to contain class resentment stemming from a growing wealth gap, China has outlawed public ads that extol luxurious or ‘high end’ things. Are they onto something? Partial Objects takes note:

The clean up means commercials posted or aired in public can no longer include words like “supreme”, “royal”, “luxury” or “high class”, all of which frequently appear in Chinese promotions for real estate developments, vehicles and wines.

This move is designed to deal with the growing resentment about the wealth gap that exists between (some) urban and rural Chinese.

But note that they aren’t banning the wealth itself, or taxing it to oblivion; but managing the appearance of wealth, the description of wealth. It’s still okay to sell high end real estate, just don’t describe it as “elite” or “luxury.”

The Chinese government is fighting a linguistic battle, not an economic one. Anyone who sees a nice car may want one, but it is the description of that car and not the car itself that makes it an aspirational good. As long as the people who cannot afford the car do not feel it necessary to obtain one– as long as it doesn’t become a symbol of their poverty or wealth, they can hold off the revolution for a decade or so.

Peking University sociologist Xia Xueluan said many advertisements promote the belief that “wealth is dignity” — which is a message Americans have heard loud and clear, and the Chinese are hearing.

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  • Hadrian999

    trying to legislate good taste…….good luck china

  • Hadrian999

    trying to legislate good taste…….good luck china

  • http://www.facebook.com/people/Bernard-Forand/100000738532782 Bernard Forand

    Interesting concept. Watering down the exaggerated false hoods of advertisement’s. Perhaps they will seek to exemplify unnecessary necessities. Will require more thought prior to purchase. All things in moderation. Less stress to follow, suppresses desires of unruly ambitions. Interesting !

  • http://www.facebook.com/people/Bernard-Forand/100000738532782 Bernard Forand

    Interesting concept. Watering down the exaggerated false hoods of advertisement’s. Perhaps they will seek to exemplify unnecessary necessities. Will require more thought prior to purchase. All things in moderation. Less stress to follow, suppresses desires of unruly ambitions. Interesting !

  • http://twitter.com/pocketofsoil Brent

    What a way to sidestep public outcry. Surely it will be temporary.

  • http://twitter.com/pocketofsoil Brent DeBoard

    What a way to sidestep public outcry. Surely it will be temporary.

  • Nondeus

    This is double-plus ungood

  • Nondeus

    This is double-plus ungood

  • Synapse

    You don’t have to live a life of luxury to live a good life. If they can properly transmit that message, they can save themselves some of the problems we’ve been going through.

  • Synapse

    You don’t have to live a life of luxury to live a good life. If they can properly transmit that message, they can save themselves some of the problems we’ve been going through.

  • Devin

    Didn’t Deng Xiao Peng say “to be rich is glorious !” It seems there is alot of conflicting opinions, laws, viewpoints, etc in China. The only thing that is consistant is inconsistancy and change in this country. They are trying to invent a new system of running a society, or as they say in Hebrew “a Hiddish”, something new and untried never before done. Capitalistic Socialism.
    The party elite is all rich and glorious, everybody knows that, and they want their economy to keep growing at 10% so they can hoard their cash, buy up all of the Gold, and keep the foreign investment dollars flowing in. However the China government has never once cared for it’s people in the past 60 years, they have allowed hundreds of millions to suffer and die, and are continuing to do so with their drying up of their natural resources, clean water, air and agrarian land. It is very sad indeed. However the people are becoming more and more educated, more aware, more plugged in to the world via the internet, and like it or not, a revolution that is the “Mother of all revolutions” is coming. I am confient that as it happens slowly, the China Government is smart enough to “change” their mind and allow reform, because all that they really are concerned about is maintaining their control.

    • Hadrian999

      that is all any government is concerned with, the details are just window dressing

  • Devin

    Didn’t Deng Xiao Peng say “to be rich is glorious !” It seems there is alot of conflicting opinions, laws, viewpoints, etc in China. The only thing that is consistant is inconsistancy and change in this country. They are trying to invent a new system of running a society, or as they say in Hebrew “a Hiddish”, something new and untried never before done. Capitalistic Socialism.
    The party elite is all rich and glorious, everybody knows that, and they want their economy to keep growing at 10% so they can hoard their cash, buy up all of the Gold, and keep the foreign investment dollars flowing in. However the China government has never once cared for it’s people in the past 60 years, they have allowed hundreds of millions to suffer and die, and are continuing to do so with their drying up of their natural resources, clean water, air and agrarian land. It is very sad indeed. However the people are becoming more and more educated, more aware, more plugged in to the world via the internet, and like it or not, a revolution that is the “Mother of all revolutions” is coming. I am confient that as it happens slowly, the China Government is smart enough to “change” their mind and allow reform, because all that they really are concerned about is maintaining their control.

  • Hadrian999

    that is all any government is concerned with, the details are just window dressing