Unwrapping your shopping to find you have bought mouldy (发霉的) bread, rotten fruit and sour milk could soon become a thing of the past, thanks to the range of emerging 'active packaging' technologies. While traditional packaging simply _______ a barrier that protects food, active packaging can do a lot more. Some materials _______ with the product to improve it in some way, or provide better information on the state it is in. _______, they may absorb oxygen inside a wrapper to help prevent food spoilage or show whether potentially dangerous foods like red meat and chicken have been stored at unsafe temperatures.

One of the new breed of packaging technologies that have just gone on the market in France is a ‘time temperature indicator’. Stores where the product has already been introduced report that far fewer consumers are returning _______ food. The indicator is basically a label that _______ the temperature a package has been kept at and for how long. The label has a dark ring around a lighter circle. The central ring contains a chemical which polymerises (聚合), changing colour as it does so from _______ to dark. If the package stays cool, the reaction is slow, but increasing the temperature speeds up the polymerization. When the inner circle darkens, it means the product is no longer _______ fresh.

Smart packaging can also control the _______ of the atmosphere inside a container. For instance, the make-up of oxygen (O2) and carbon dioxide (CO2) within packaged vegetables will influence their freshness. This can be hard to control in a sealed package, since vegetables _______ more oxygen and give off more carbon dioxide as the package gets warmer. A firm in California is trying to solve the problem with a wrapper it calls ‘Intelimer’ which changes its permeability (渗透) as the temperature changes in a way that keeps different produces at their best O2/CO2 ________.

Decay can also be ________ by controlling the environment inside a package with an ‘oxygen scavenger’(清除剂). ________, this is achieved by placing a small bag filled with iron powder in the package — any oxygen in the package is consumed by the iron as it oxidises. However, consumers don't ________ finding small bags marked ‘Don't eat in their food’, so a company in New Jersey is making a wrap that itself consumes oxygen. The ________ includes an inner layer of an oxidisable polymer (聚合物) that traps oxygen in the same way as iron.

It is predicted that between 20 and 40 per cent of all food packaging will soon be ________.

Eating fast food makes people impatient even when they are not short of time, a new study claims.

Students in the study became _______ even when shown the logo of burger chain McDonald’s so quickly on screen that they could not _______ it.

Researchers say that daily exposure to fast food brands could have a subliminal (潜意识的) effect on _______   making people hurry regardless of whether they are pushed for time. They conclude: “Our experiments suggest that the _______ goal of saving time embedded in fast food may have the unexpected consequence of causing hurriedness and impatience.”

Thinking about fast food increases _______ for time-saving products. “More _______, we found that the mere exposure to fast food symbols reduced people’s willingness to save and led them to prefer immediate _______ over greater future return, finally harming their economic interest.”

Student volunteers were quickly shown six logos from fast-food chains — McDonald’s, Burger King, KFC, Subway, Wendy’s and Taco Bell. They could not consciously see what they were but the subliminal effect was _______. Their reading speed was measured before and after seeing the logos and it was significantly faster afterwards. Participants also preferred time-saving products like three-in-one skincare treatments rather than _______ versions after seeing the logos. When asked weather they would accept a small sum of money immediately or a larger amount in a week’s time, they again chose __________ reward after being exposed to the brands.

Researcher Chen-Bo Zhong, assistant professor of organizational behaviour at Canada’s Toronto University, said: “Fast food represents a culture of time efficiency and immediate __________ The problem is that the goal of saving time gets activated upon exposure to fast food __________ whether time is a relevant factor in the context. “__________, walking faster is time-efficient when one is trying to make a meeting, but it’s a sign of impatience when one is taking a walk in the park.”

“We’re finding that the mere exposure to fast food is __________ a general sense of hurriedness and impatience. When I sit in a fast food restaurant, I find myself gobbling (狼吞虎咽) my Big Mac down at this incredible speed even though there is no __________ at all.”

The notion of building brand personality is promoted by Starbucks as a part of company culture to embed meaning in their products and thus attract more customers.

Starbucks literally changed the definition of “a good cup of coffee”. For Starbucks, the brand had three elements: coffee, ________ and stores. Strict control over the quality and processing of the beans ________ that the coffee would be of the highest possible quality. Outstanding store personnel were employed and trained in coffee knowledge and ________ service. Store design, atmosphere and aroma (浓香) all ________ the “Starbucks Experience”.

Almost all Starbucks stores were corporately owned and controlled. Starbucks prided itself on the “Starbucks Experience”, ________ coffee to provide a unique experience for its customers.

_____ those traditional coffee houses providing you with the grab-and-go service, Starbucks provides you with more than coffee. You get great people, first-rate music, a comfortable and upbeat meeting place, and ________ advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between is a place where you can sit back and be yourself. That’s what a Starbucks store has been ________ to creating for its customers — a kind of “third place” where they can ________, reflect, read, chat or listen.

The green Starbucks logo is a mermaid that looks like the end of the double image of the sea. It was designed by Terry Heckler, who got the ________ from the wooden statue of the sea. Mermaid logo also ________ original and modern meanings: her face is very simple, but with modern abstract forms of packaging; the middle is black and white, the only color on the outside surrounded by a circle.

Starbucks makes the typical American culture gradually broken down into elements of ______: the visual warmth, hearing the way, smelling the aroma of coffee and so on. Just think, through the huge glass windows, watching the crowded streets, ________ sipping a coffee flavor, which is in line with the “Yapi”, the feeling of experience in the ________ life.

But the ________ of Starbucks is not about the coffee, although it’s great coffee. Coffee is only a carrier. Coffee consumption, to a great extent, is an emotional and cultural level of consumption.