Advertiser trying to exploit others' misfortune challenges social values

Residents move on a flooded road in Zhengzhou, Central China's Henan province, July 19, 2016. [Photo/IC]

Like many cities in Central China, Anyang of Henan province has been flooded as a result of the recent rainstorms. Yet an advertisement posted by a real estate company appeared in the ruins of one of its flooded villages: "Do you regret not having bought an apartment in the city? Come and buy one." Beijing Youth Daily comments:

The reported advertisement is discriminatory against those residing in rural areas, and it has aroused hot discussions online because it exaggerates the urban-rural gap.

As urban areas continue to prosper, people are already aware of the inequality between them, and the advertisement deals a psychological blow to those residing in rural areas.

The advertisement should arouse our attention because it is a typical example of a company trying to take advantage of a disaster. The realty company that made this advertisement is trying to obtain profit from those affected by the floods. By doing so, it is exploiting the misfortune of others.

This is a dire challenge to the basic values of society. It is illusive to require everybody to share the feelings of disaster victims, but at least we should have sympathy and avoid hurting them. Those speculating on other people's misfortune challenge the values of society, and such deeds should be forbidden.

According to the latest reports, the local company responded to online discussions, saying it got the approval of the local advertisement regulatory agency. If that is true, the agency has failed in its duty and its officials should be held responsible for their improper deeds.