包装机毕业论文中英文资料外文翻译文献.doc

附件2：外文原文（复印件） 陈满儒主编 《包装工程英语》陕西：陕西科技大学. 1999 Modern Packaging Changing Needs and New Roles Looking back, historical changes are understandable and obvious. That all of them have had an impact on the way products are brought, consumed and packaged is also obvious. What is not so obvious is what tomorrow will bring. Yet, it is to the needs, markets, and conditions of tomorrow that packaging professionals must always turn their attention. The forces that drove packaging during the Industry Revolution continue to operate to-day. The consumer society continues to grow and is possibly best described by a 1980s bumper sticker, “Born to Shop? cWe consume goods today at a rate 4 to 5 times greater than we did as recently as 1935. Most of these goods are not essential to survival; they constitute what we may call “the good life”. In the second half of the 20th century, the proliferation of goods was so high that packaging was forced into an entirely new role, that of providing the major purchase motivation rather than presenting the goods itself. On a shelf of 10 competing products, all of them similar in performance and quality, the only method of differentiating became the package itself. Marketer aimed at lifestyles, emotional values, subliminal images, features, and advantages beyond the basic product itself anything that would make a shopper’s hand reach for their product rather than the competitor’s. In some in instances, the package has become the product, and occasionally packaging has become entertainment. A brand product to carry the product manufacturer or product sales of the retailer's label, usually by the buyer as a quality assessment guidance. In some cases, competing brands of product quality is almost no difference, a difference is the sale of its packaging. An interesting visually attractive packaging can give a key marketing advantage and convince impulse spending. However, the packaging should accurately reflect the quality of products / brand value in