My fieldwork on CHFE (Part II)

By looking at the real estate advertising at The 7th CHFE, there are mainly three selling points developers usually focus on: noble treatment, western lifestyle and close to nature, which also can be seen from the project names, such as ‘Residence of the North Europe’, ‘East Splendid Park’, ‘Top Town’, ‘The Center of Top Class’, ‘Spring Garden’, ‘Crown Garden’, etc. The most used words are: honorable, luxurious, glory, royal, five-star treatment, English property service, top class, private, swim pool, peaceful, green land, ecological. The most popular scene is blue sky, clean water, birds, green gardens, peaceful life, and luxuriously decorated house.