<![CDATA[Through historical study%2C design works of advertising and book covers can be viewed as important variables in detecting synergic relationship between aesthetic values. This study is of design works with aspects that become keyelements in modernization process%2C such as thought pattern change%2C lifestyle%2C social dynamics%2C economic policy%2C and technological development in 20th century Indonesia. The cultural synthesis process%2C as part of cultural transformation fragmentation%2C essentially happens as a whole. It happens in the form ofaesthetic works that become important signs in modern design discourse%2C as well as conceptual thoughts that base various limited design activities. Based on observation of design style shift in advertising and book covers in the 20th century%2C aesthetic value shifts can be viewed as a determinative model for a strategy in developing aesthetic values in Indonesia s future design works. Abstract in Bahasa Indonesia : Melalui kajian historis%2C karya desain iklan dan kulit buku dapat dijadikan variabel penting untuk menditeksi hubungan sinergis antara nilai-nilai estetis pada karya desain dengan aspek yang menjadi unsur-unsur kunci proses modernisasi berlangsung; seperti perubahan pola pikir%2C gaya hidup%2C dinamika sosial%2C kebijakan ekonomi dan perkembangan teknologi yang terjadi di Indonesia di abad ke-20. Proses terjadinya sintesis budaya yang menjadi bagian dari fragmentasi transformasi budaya hakikatnya terjadi secara keseluruhan%2C baik dalam bentuk karya estetis yang menjadi tanda penting dalam wacana desain modern%2C maupun pemikiran konseptual yang melandasi pelbagai kegiatan desain secara terbatas. Berdasar pengamatan terhadap pergeseran gaya desain iklan dan kulit muka buku di abad ke-20%2C pergeseran nilai estetis dapat dijadikan model diterminatif bagi strategi pengembangan nilai-nilai estetis pada karya desain di Indonesia untuk masa yang akan datang. aesthetic values%2C advertising and book cover design%2C 20th century Indonesia.]]>
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