were usually adjusted to what the magazine wanted to expose. Usually, every magazinehad its own
concept so that there were no colors that were identical to other magazines. The differences in cover
design depends on the desired age of the consumers; if adults like Cosmopolitan, the model would
look sexy, but for teenagers the model usually stood in a normal pose. Foreign magazines are still
influential but only as a reference and as examples of magazine designs in Indonesia. Faradillah
Nursari, a fashion designer and lecturer in crafts and fashion, s that the gesture of her magazines
usually highlighted on the body to the head. The development of fashion magazine covers has
changed for several decades. Gestures are influenced by norms and the development of fashion
in that respective era. The cover of foreign magazines is very influential in the development of
magazine covers in Indonesia. It is for the reason that there are several foreign fashion magazine
franchises that are usually given a template from the magazine’s central company. This trend is also
very influential because foreign trends are still a benchmark for trends in Indonesia.
The next aspect is aspect of the viewer. The questionnaire used for this research was distributed
to 100 respondents, especially women with age ranges between 20 and 30 years old from middleand upper-middle socioeconomic status. The results obtained are as follows—the first thing noticed
when seeing the magazine cover: 42.7% model; brand magazine 17%; magazine content 14.6%;
illustration 13.4%; typography 6.1%; and other 2.4%. Cover magazines that look more attractive:
foreign magazine covers 90.2%; and Indonesia magazine cover 9.8%. Cover design affects the
interest to buy: Yes 84.1%; No 15.9% (Suwardikun and Tohir 2019). Some takeaways from this
data are: the cover model more of a significant attraction than magazine content; foreign magazine
covers are more interesting than Indonesian magazine covers; and a magazine cover affects the
interest to buy.
A summary of three aspects are discussed next. On the aspects of model’s race, Kartini and
Femina magazines always feature Malay race models. In the meantime, Cosmopolitan, Bazaar,
and Vogue magazines use European models and text with European typography. On the aspects
of gesture, Kartini magazine displays models with formal gestures, Femina magazine displays
models with semi-formal gestures, while other magazines from abroad display models with alluring
gestures. On the clothing aspect, Kartini and Femina magazine models wear clothing with only
25% openness, whileVogue magazine displays models with about 50% openness, and Cosmopolitan
and Bazaar magazines display models with open fragments greater than 50%. On the aspects of
language, Kartini and Femina magazines always use Indonesian, while other magazines use mixed
languages, Indonesian and English. Based on the assessment, Kartini magazine has the most visual
element of Indonesia. Femina appears to be influenced by outside magazines but is still of great
value. Cosmopolitan and Bazaar magazines use visual elements that are lacking in Indonesia. The
cover of foreign magazines as a world trend is used as an example of magazine designs in Indonesia.
Franchise magazines use original visual standards from their place of origin. Foreign magazine
covers are more attractive than Indonesian magazine covers, and magazine covers affect buying
interest.
4 CONCLUSION
The world of fashion is a Western cultural industry which is disseminated through various media, as
a result of global values that ultimately shift local values. Indonesian fashion tastes have influenced
visual magazines since the circulation of Western fashion magazines in Indonesia. Even though
Indonesian magazines have tried to maintain their existence, they are already exhausted. This is seen
by the Indonesian fashion magazines that have gone out of business, while Western magazines are
still circulating in Indonesia. Magazines originating from Indonesia still use some visual elements
of Indonesia, while Western magazines use Western visual elements and Western-style gestures.
The covers of foreign magazines are very influential in the development of magazine covers in
Indonesia.
246
concept so that there were no colors that were identical to other magazines. The differences in cover
design depends on the desired age of the consumers; if adults like Cosmopolitan, the model would
look sexy, but for teenagers the model usually stood in a normal pose. Foreign magazines are still
influential but only as a reference and as examples of magazine designs in Indonesia. Faradillah
Nursari, a fashion designer and lecturer in crafts and fashion, s that the gesture of her magazines
usually highlighted on the body to the head. The development of fashion magazine covers has
changed for several decades. Gestures are influenced by norms and the development of fashion
in that respective era. The cover of foreign magazines is very influential in the development of
magazine covers in Indonesia. It is for the reason that there are several foreign fashion magazine
franchises that are usually given a template from the magazine’s central company. This trend is also
very influential because foreign trends are still a benchmark for trends in Indonesia.
The next aspect is aspect of the viewer. The questionnaire used for this research was distributed
to 100 respondents, especially women with age ranges between 20 and 30 years old from middleand upper-middle socioeconomic status. The results obtained are as follows—the first thing noticed
when seeing the magazine cover: 42.7% model; brand magazine 17%; magazine content 14.6%;
illustration 13.4%; typography 6.1%; and other 2.4%. Cover magazines that look more attractive:
foreign magazine covers 90.2%; and Indonesia magazine cover 9.8%. Cover design affects the
interest to buy: Yes 84.1%; No 15.9% (Suwardikun and Tohir 2019). Some takeaways from this
data are: the cover model more of a significant attraction than magazine content; foreign magazine
covers are more interesting than Indonesian magazine covers; and a magazine cover affects the
interest to buy.
A summary of three aspects are discussed next. On the aspects of model’s race, Kartini and
Femina magazines always feature Malay race models. In the meantime, Cosmopolitan, Bazaar,
and Vogue magazines use European models and text with European typography. On the aspects
of gesture, Kartini magazine displays models with formal gestures, Femina magazine displays
models with semi-formal gestures, while other magazines from abroad display models with alluring
gestures. On the clothing aspect, Kartini and Femina magazine models wear clothing with only
25% openness, whileVogue magazine displays models with about 50% openness, and Cosmopolitan
and Bazaar magazines display models with open fragments greater than 50%. On the aspects of
language, Kartini and Femina magazines always use Indonesian, while other magazines use mixed
languages, Indonesian and English. Based on the assessment, Kartini magazine has the most visual
element of Indonesia. Femina appears to be influenced by outside magazines but is still of great
value. Cosmopolitan and Bazaar magazines use visual elements that are lacking in Indonesia. The
cover of foreign magazines as a world trend is used as an example of magazine designs in Indonesia.
Franchise magazines use original visual standards from their place of origin. Foreign magazine
covers are more attractive than Indonesian magazine covers, and magazine covers affect buying
interest.
4 CONCLUSION
The world of fashion is a Western cultural industry which is disseminated through various media, as
a result of global values that ultimately shift local values. Indonesian fashion tastes have influenced
visual magazines since the circulation of Western fashion magazines in Indonesia. Even though
Indonesian magazines have tried to maintain their existence, they are already exhausted. This is seen
by the Indonesian fashion magazines that have gone out of business, while Western magazines are
still circulating in Indonesia. Magazines originating from Indonesia still use some visual elements
of Indonesia, while Western magazines use Western visual elements and Western-style gestures.
The covers of foreign magazines are very influential in the development of magazine covers in
Indonesia.
246