What: A mannequin hanging by his neck from the top of the billboard.
Ad Translation: "It's better to invest money here [in China] than put it into the stock market." (Yes, it's a reference to the global financial crisis.)
Public Reaction: Panic. Crying children. Lots of complaints.
Official Reaction: A deputy director of the local trade bureau: "Without the hanging man, it's really not that shocking."
Jiang Chengpu (creative director of the ad): "We are making fun of the depressing stock market here. And the place the mannequin is hanging is right next to the stock index line."