包装机中英文对照外文翻译文献.docx

包装机中英文对照外文翻译文献.docx

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包装机中英文对照外文翻译文献

中英文资料翻译

Modernpackaging

1.ChangingNeedsandNewRoles

Lookingback,historicalchangesareunderstandableandobvious.Thatallofthemhavehadanimpactonthewayproductsarebought,consumedandpackagedisalsoobvious.Whatisnotsoobviousiswhattomorrowwillbring.Yet,itistotheneeds,markets,andconditionsoftomorrowthatpackagingprofessionalsmustalwaysturntheirattention.

TheforcesthatdrovepackagingduringtheIndustryRevolutioncontinuetooperatetoday.Theconsumersocietycontinuestogrowandispossiblybestdescribedbya1980sbumpersticker,“borntoshop”.Weconsumegoodstodayatrate4to5timesgreaterthanwedidasrecentlyas1935.Mostofthesegoodsarenotessentialtosurvival;theyconstitutewhatwemaycall“thegoodlife”.

Inthesecondhalfofthe20thcentury,theproliferationofgoodswassohighthatpackagingwasforcedintoanentirelynewrole,thatofprovidingthemajorpurchasemotivationratherthanpresentingthegoodsitself.Onashelfof10competingproducts,allofthemsimilarinperformanceandquality,theonlymethodofdifferentiatingbecamethepackageitself.Marketersaimedatlifestyles,emotionalvalues,subliminalimages,features,andadvantagesbeyondthebasicproductitself——anythingthatwouldmakeashopper’shandreachfortheirproductratherthanthecompetitor’s.Insomeinstances,thepackagehasbecometheproduct,andoccasionallypackaginghasbecomeentertainment.

Globally,thetrendtowardurbanizationcontinues.Providingincreasedtonnagesofhigh-qualityfoodtomassivecitycomplexesataffordablepricesisaproblemthatcontinuestochallengepackagers.Anewconcernistheremovalofthedebrisgeneratedbyaconsumersocietyandtheimpactthattheseconsumptionrateshaveontheplaner’secology.

Themakeup,needs,styles,perceptionsandwishesoftheconsumingpublicarealwayschanging.Thepackagingprofessionalmustbeawareofandkeepupwiththesechangesorbelosttohistory.

2.PackagingandthemodernIndustrialSociety

Theimportanceofpackagingtoamodernindustrialsocietyismostevidentwhenweexaminethefood-packagingsector.Foodisorganicinnature,havingananimalorplantsource.Onecharacteristicofsuchorganicmatteristhat,byandlarge,ithasalimitednaturalbiologicallife.Acutofmeat,lefttoitself,mightbeunfitforhumanconsumptionbythenextday.Someanimalproteinproducts,suchasseafood,candeterioratewithinhours.

Thenaturalshelflifeofplant-basedfooddependsonthespeciesandplantpartinvolved.Pulpyfruitportionstendtohaveashortlifespan,whileseedparts,whichinnaturehavetosurviveatleasttillthenextgrowingseason,havealongerlife.Stalksandleavesseparatedfromthelivingplantareusuallyshort-lived.

Inadditiontohavingalimitednaturalshelflife,mostfoodisgeographicallyandseasonallyspecific.Thus,potatoesandapplesaregrowninafewNorthAmericangeographicalregionsandharvestedduringashortmaturationperiod.Inaworldwithoutpackaging,wewouldneedtoliveatthepointofharvesttoenjoytheseproducts,andourenjoymentofthemwouldberestrictedtothenaturalbiologicallifespanofeach.

Itisbyproperstorage,packagingandtransporttechniquesthatweareabletodeliverfreshpotatoesandapples,ortheproductsderivedfromthen,throughouttheyearandthroughoutthecountry.Potato-whole,canned,powdered,flaked,chipped,frozen,andinstant——isavailable,anytime,anywhere.Thisabilitygivesasocietygreatfreedomandmobility.Unlikeless-developedsocieties,wearenolongerrestrictedinourchoiceofwheretolive,sincewearenolongertiedtothefood-producingabilityofanarea.Foodproductionbecomesmorespecializedandefficientwiththegrowthofpackaging.Cropsandanimalhusbandryaremovedtowheretheirproductionismosteconomical,withoutregardtotheproximityofamarket.Mostimportant,wearefreeofthenaturalcyclesoffeastandfaminethataretypicalofsocietiesdependentonnaturalregionalfood-producingcycles.

Centralprocessingallowsvaluerecoveryfromwhatwouldnormallybewasted.By-productsoftheprocessed-foodindustryformthebasisofothersub-industries.Chickenfeathersarehighinproteinand,properlymilledandtreated,canbefedbacktothenextgenerationofchickens.Vegetablewasteisfedtocattleorpigs.Bagasse,thewastecaneformsugarpressing,isasourceoffiberforpapermaking.Fishscalesarerefinedtomakeadditivesforpaintsandnailpolish.

Theeconomicalmanufactureofdurablegoodsalsodependsongoodpackaging.Aproduct’scostisdirectlyrelatedtoproductionvolume.Afacilitybuilding10000bicyclesperyearforlocalsalecouldnotmakebicyclesascheaplyasa3-million-unit-a-yearplantintendedtocapturethenationalfacility.Bothwouldfailincompetitionagainsta100-million-unitworldmarkerfacility.Butforanationalorinternationalbicycleproducertosucceed,itmustbeawayofgettingtheproducttoamarket,whichmaybehalfaworldaway.Again,soundpackaging,inthiscasedistributionpackaging,isakeypartofthesystem.

Someindustriescouldnotexistwithoutaninternationalmarket.Forexample,Canadaisamanufacturerofirradiationequipment,buttheCanadianmarketcouldnotpossiblysupportsuchamanufacturingcapability.However,bysellingtotheworld,amanufacturingfacilitybecomesviable.Inadditiontoneedingpackagingfortheirradiationmachineryandinstrumentation,thesaleofirradiationequipmentrequiresthesafepackagingandtransportofradioactiveisotopes,aseparatechallengeinitself.

3.WorldPackaging

Thisdiscussionhasreferredtoprimitivepackagingandtheevolutionofpackagingfunctions.However,humankind’sglobalprogressissuchthatvirtuallyeverystageinthedevelopmentofsocietyandpackagingispresentsomewhereintheworldtoday.

Thus,apackagerinahighlydevelopedcountrywillagonizeoverchoiceofpackagetype,hireexpensivemarketinggroupstodevelopimagestoenticethetargetedbuyerandspendlavishlyongraphics.Inless-developedcountries,consumersarehappytohavefood,regardlessofthepackage.Attheextreme,consumerswillbringtheirownpackagesorwillconsumefoodonthespot,justastheydid2000yearsago.

Packagersfromthemore-developedcountriessometimeshavedifficultyworkingwithless-developednations,forthesimplereasonthattheyfailtounderstandthattheirrespectivepackagingprioritiesarecompletelydifferent.Similarly,developingnationstryingtosellgoodstoNorthAmericanmarketscannotunderstandourpreoccupationwithpackageandgraphics.

Thesignificantdifferenceisthatpackagingplaysadifferentroleinamarketwherericewillsellsolelybecauseitisavailable.IntheNorthAmericanmarket,theconsumermaybeconfrontedbyfivedifferentcompaniesofferingricein30tsovariations.Ifallthericeisgoodandnoneisinferior,howdoesasellercreateapreferenceforhisparticularrice?

Howdoeshedifferentiate?

Thepackageplaysalargeroleinthisprocess.

Thepackage-intensivedevelopedcountriesaresometimescriticizedforoverpackaging,andcertainlyoverpackagingdoesexist.However,NorthAmericansalsoenjoytheworld’scheapestfood,requiringonlyabout11to14%ofourdisposableincome.Europeanfoodcostsareabout20%ofdisposableincome,andintheless-developedcountriesfoodcantake95%offamilyincome.

Itissimplistictosaythattheless-developedcountriesdonothaveadequatelandtoraiseenoughfood,althoughinsomefewinstancesthisistrue.UnitedNations’sstudieshaveshownthatmanycountriesinwhichhungerexistsactuallyraiseenoughfoodfortheirpopulation.However,withoutadequatemeansofpreservation,protectionandtransportation,upto50%ofthefoodraisedneversurvivesforhumanconsumption.Foodgoesbeyonditsnaturalbiologicallife,spoils,islost,isinfestedwithinsectsoreatenbyrodents,getswetintherain,leaksawayorgoesuneatenfornumerousreasons,allofwhichsoundpackagingprinciplescanprevent.Furthermore,inapooreconomythatcanaffordnowaste,noindustriesrecoversecondaryvaluefromfoodby-products.

TheUnitedNationsmaintainsstaffwhosepurposeistoincreasepackaginglevelandsophisticationinless-developedcountries.Packagingisperceivedtobeaweaponagainstworldhunger.

现代包装

1包装发展的必要性与发展前景

回首往昔，包装的变化发展历程是显而易见的。

这些产品的包装影响了人们对产品的消费和购买方式，从而可见消费和包装的关系是很紧密的。

谁也不能确定明天的社会需要会是一种什么场景，然而，包装专业人员们必须始终把注意力转向包装行业，因为这是将来市场的需要。

在大众包装行业推动包装工业革命继续运作的今天，消费者市场的继续增长。

“商店丛生”可能是80世纪以来对包装进入一新阶段的最好的描述。

人们今天的消费商品率大于自1935年以来的4到5倍。

这些货物的大部分是否有存在的必要，关乎着我们可以称之为的“美好生活”。

在20世纪下半年，包装被赋予一个全新的角色，即为消费者提供了主要购买动机，这种魅力货物本身，从而使货物的扩散如此之高。

架子上的10个同类产品，即这些产品拥有类似的性能和质量，唯一的胜出方法便是产品的包装。

营销旨在使购物者亲身接触产品来体现其生活方式，情感价值观念，潜意识的图像，其功能和优势超出基本产品本身任何东西，而不是竞争对手。

在某些情况下，软包装已成为产品，偶尔的包装已成为娱乐。

在全球范围内，城市化的趋势仍在继续，需要以大规模的城市综合体可承受的价格来提供更多高品质食品，进而继续挑战包装是一个问题。

消费者市场和这些消费率对生态环境的影响，使人们产生了一种新的值得关注的包装观念。

市民在化妆，需求，风格，观念和消费的意愿在不断地变化。

专业的包装必须了解和跟上这些变化及历史的进程。

2包装和现代工业社会

当食品包装部门接受检查时，现代工业社会包装的重要性是最明显的。

有机食品是性质上特征之一是会拥有动物或植物的来源。

例如，总的来说，有机物是有一个有限的自然生物的生活。

在以后的生活中减少了肉类可能是不适于人类消费的观念。

有些动物性蛋白质产品，如海鲜，可在数小时内恶化。

自然保质期以植物为基础的食品取决于植物的种子和植物的一部分参与。

水果果肉的部分往往寿命很短，而种子的部分，它从性质上说已生存至少到下一个生长季节，保质期会更长些。

茎叶分离的活体植物保质期通常是短暂的。

除了有一个有限的天然保质期，大多数食物是有其特殊地理和季节性要求的。

因此，土豆和苹果生长在少数北美地区和收获期间短成熟期。

如果世界上没有包装，我们将不能收集储存喜欢的食物，而仅限于享受每个食物其自然寿命。

遍布全国各地的人们整年能够被提供新鲜的土豆，苹果，或来自天然产品的再加工产品是通过适当的贮存、包装和运输技术来实现的。

在任何时间，任何地点整个马铃薯，罐头，粉状的，片状的，切断的，冷冻的情况下，这种能力提供了巨大的社会自由和流动。

不像不发达的社会地区，我们选择在哪里生活已不被受到限制，因为我们已不再生活在为粮食生产的能力的问题所困扰领域。

粮食生产包装更加专业化和高效率的增长。

作物和畜牧业被转移到生产最经济的区域，没有考虑眼前市场。

最重要的是，我们自由的自然周期是典型的社会依赖于自然区域的粮食生产周期。

中央处理允许恢复值从通常会在被浪费中的物质中产生。

副产品的加工来自于食品工业基础的其他子行业。

鸡毛富含高蛋白，妥善处理，可以反馈给下一代的鸡只。

蔬菜废物可以作为牛或猪的食物。

经过压榨的蔗渣、废糖甘蔗，是纤维造纸的重要原材料。

提炼