Abstract
In the early stages of the advertising adoption process, providing information to consumers or potential customers about new products needs to be done. The research aims to describe the Pioneer stage in typical Semarang culinary advertising texts on the internet media based on factual genres and their structures and describe the appraisal system (attitude, graduation, and engagement). With a qualitative design, this research addresses the linguistic phenomenon of advertising that utilizes appraisal system tools in Semarang, Indonesia. Checking data validity utilizes source-type triangulation techniques. Research data was collected directly by downloading typical Semarang culinary advertising text from the website, which an appraisal system. The results show that the Pioneer stage in typical Semarang culinary advertising text on the internet shows only one type: descriptive text with the structure “Identification^Description”. The effect and appreciation categories can be seen using attitude aspects. In the graduation aspect, the categories force, intensifiers: raise are seen to show strengthening good assessments of culinary products. The engagement aspect looks monogloss because there has not been a comparison with other advertising products at this stage. This research contributes to regional culinary advertising models that can be developed by local, regional, and international culinary entrepreneurs to show the importance of the meaning of an advertisement.
Keywords: Appraisal System, Media Internet, Pioneer Stage, Text Advertisement, Typical Culinary