Recently, JD.com Finance caused heated discussions among netizens because of its loan advertisements allowing migrant workers to borrow money to upgrade their flights. JD Finance apologized and said, "There are serious values ??issues and it will bear full responsibility."

JD.com’s apology was full of sincerity, but the incident continued to become more heated and turned into a collective denunciation of Internet finance.

Looking carefully at JD.com’s “local-flavored” advertisements, the connotation hidden behind them seems to be not just a matter of values, but also contains at least three important keywords: discrimination, inducement, and fraud.

Behind the seemingly nonsensical plot is the precise attack on the lower class people by Internet companies, unabashedly expressing discrimination against the low-income class. A plainly dressed man suffered from airsickness on a plane because of his mother. When he asked for help, the stewardess suggested that he upgrade his cabin. This is actually naked social discrimination and prejudice. The sharp contrast between "migrant workers" and "airplanes" also reflects the unfair and unreasonable exclusion of this special group. This deliberately labeled expression seems to imply that the poor do not deserve to fly or enjoy better services. This kind of visual contrast can stimulate the emotions of netizens and is used as a marketing topic to provoke confrontation and create anxiety.

At this time, a kind-hearted person in a suit and tie stepped forward and said boldly, "I will pay for the upgrade." However, he took out the mobile phone of the "migrant worker" and only asked about the word "loan". Didn't mention it, just said it was a reserve fund. This insulting operation turned JD Finance into a philanthropist, giving money to the poor at will.

If ridicule and discrimination against the poor is against public order and good morals, then propaganda that maliciously distorts facts is illegal.

In the advertisement, JD Finance is deliberately packaged as a treasure that can be used at any time and can solve thousands of sorrows. It seems that as long as you use JD Finance, you can cross the gap of identity, status and wealth. In order to filter out the unknown Users who do not care about the consequences do not tell the interest rate after borrowing the money. This is obviously misleading and makes you mistakenly believe that the borrowed money does not need to be repaid. In disguise, it encourages young people to "enjoy first, make money later". They only care about the present and do not consider the long term. .

JD Finance, which is not innocent, is by no means the only one. Various online credit short videos flood the Internet at will. This is not only a value-oriented issue, not only "earthy" and "irritating to the eyes", it is also poisonous to the social soul.

True and intuitive expression, compliance with social order and good customs, and conveying correct values ??are the basic requirements for all advertising. I hope there will be fewer and fewer short videos like this on JD.com. These short video advertisements that are borderline and suspected of violating relevant laws and regulations should be severely, timely, and meticulously cracked down and rectified.