24/7 take a look
I look around and everywhere there is advertising in some form or another. Massive billboards advertising the latest in shoe fashion, cars, techno gadgets, everything for the consumer to spend their money.
In suburban Beijing a ubiquitous advertising board is made from printed vinyl stretched over a framework and illuminated from the inside. I see these along the many narrow streets attached to the sides of buildings and standing on footpaths, their bright red colours prominent during daylight hours and the advertising text lit at night.
They advertise the business, its attributes and products, promoting the positive aspects and inviting closer investigation.
I am intrigued with the 24/7 concept showing that the advertised is available 24 hours per day 7 days per week, is there no time for rest.
When I think of women we are much the same, 24/7 feminine, female with all the attributes of ‘the other’ human species participating on this earth.
These female advertising boards are not intended to separate you from your hard earned money or to shower you with the latest and best of design and technology. BUT
‘24/7 – take a look’ is celebrating women, advertising their attributes, promoting the positive aspects and inviting closer investigation 24hours per day 7 days per week.
24/7 看一看
我环顾四周，到处都是形式不拘一格的广告。巨大的广告牌上展示着最新潮的鞋、汽车、电子设备。各种商品无所不有，吸引消费者购买。
在北京郊区，以乙烯基为材料的广告牌无处不在：乙烯基绕着广告架展开，其内镶有彩灯。我在许多狭窄的巷子边看到这类的广告牌：或者固定在建筑物之上，或者站在人行道上。在白天，这些艳丽的红色牌子很显眼；在晚上，在灯光的衬托下，牌子上的文字异常醒目。这些广告牌在进行商业宣传，将商行与商品的特点展示出来，推销产品优点的一面，并邀请过路人对其特别留神。
我对这种24/7（全天候服务）的概念饶有兴趣。24/7指得是一天24小时，一周7天内，不管任何时候都营业，而没有休息时间。这令我想起妇女：她们也是全天候服务，与24/7无二。她们具备“另外”人类的全部特征，参与这个地球上的活动。
这些女性的广告牌并非想把来之不易的金钱从你手中夺走，也不是想把你置于最新和最好的设计和技术的枪林弹雨之中。然而，“24/7 – 看一看”颂扬女性、展示她们的特点、崇尚积极的方面并邀请人们每周二十四小时对其近距离的审视。
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