We purchase an object or enter a scene not for their own sake but for the expectations we have of them. When we purchase an orange we do so in the expectation that it will quench our thirst or that it will taste good, or that it will make us healthy. On the other hand, our orange is so perfect looking (because it has been dosed with insecticide and herbicide) and shiny (because it has been coated with wax) that if we do not wash it thoroughly before eating we will eat it in the expectation that it will poison us. The activity of the moment is pursued not only for duty or immediate pleasure,...
We purchase an object or enter a scene not for their own sake but for the expectations we have of them. When we purchase an orange we do so in the exp...
We purchase an object or enter a scene not for their own sake but for the expectations we have of them. When we purchase an orange we do so in the expectation that it will quench our thirst or that it will taste good, or that it will make us healthy. On the other hand, our orange is so perfect looking (because it has been dosed with insecticide and herbicide) and shiny (because it has been coated with wax) that if we do not wash it thoroughly before eating we will eat it in the expectation that it will poison us. The activity of the moment is pursued not only for duty or immediate pleasure,...
We purchase an object or enter a scene not for their own sake but for the expectations we have of them. When we purchase an orange we do so in the exp...
This book describes the philosophy of total appearance of food, the factors comprising it, and its application to the food industry. The new edition has been thoroughly updated, and includes new material on information transfer theory covering all sectors of the industry.
This book describes the philosophy of total appearance of food, the factors comprising it, and its application to the food industry. The new editio...
Much of man's behaviour is controlled by appearance, but the appearance of his food is of paramount importance to his health and well-being. In day-to-day survival and marketing situations, we can tell whether or not most foods are fit to eat from their optical properties. Although vision and colour perception are the means by which we appreciate our surroundings, visual acceptance depends on more than just colour. It depends on total appearance. In the recent past the food technologist has been under pressure to increase his/her understanding of first, the behaviour of raw materials under...
Much of man's behaviour is controlled by appearance, but the appearance of his food is of paramount importance to his health and well-being. In day-to...
