TY - THES Y1 - 2025/08/22/ UR - https://repository.upi.edu/ KW - Analisis Genre Promosi KW - Struktur Retorika KW - Persuasif KW - Web Drama. Promotional Genre Analysis KW - Rhetorical Structure KW - Persuasion KW - Web Drama. ?? ?? ?? KW - ?? ?? KW - ?? ?? KW - ????. TI - ANALISIS STRUKTUR RETORIKA DALAM GENRE PROMOSI PADA WEB DRAMA KB KOOKMIN BANK (KB ????) N2 - Kemunculan web drama sebagai media promosi merupakan fenomena menarik karena menggabungkan elemen narasi dan persuasi. Namun, kajian mendalam mengenai struktur retorika dalam genre promosi pada web drama masih terbatas. Oleh karena itu, penelitian ini bertujuan untuk menganalisis bagaimana struktur retorika dalam genre promosi pada web drama. Penelitian ini menggunakan desain deskriptif ? kualitatif dengan pendekatan preliminary corpus driven. Data yang di analisis terdiri dari dua web drama yang di produksi oleh salah satu bank terkemuka di Korea Selatan yaitu KB Kookmin Bank (KB????). Analisis dilakukan menggunakan teori genre dari Swales (1990) dengan framework Bhatia (1993) pada penelitian (Lestari & Ekawati, 2023) yang berfokus pada identifikasi Move dan Step dalam struktur retorika promosi serta fitur kebahasan persuasif berdasarkan teori Lamb (2014). Hasil penelitian menunjukkan adanya lima Move utama, yaitu: Move 1 (Setting Up the Scene), Move 2 (Transitioning to Story Development), Move 3 (Unfolding Details of Product or Service), Move 4 (Delivering Story?s Message) dan Move 5 (Offering Reward). Setiap Move terdiri atas Step yang disesuaikan dengan alur naratif dan tujuan promosi. Selain itu ditemukan penggunaan fitur kebahasaan persuasif seperti, kalimat ajakan, kata inklusif, kata emotif. Sebagai studi awal corpus driven, penelitian ini direkomendasikan sebagai landasan untuk pengembangan kajian retorika promosi berbasis naratif. The emergence of web dramas as a promotional medium is an interesting phenomenon as it combines elements of narrative and persuasion. However, in-depth studies on rhetorical structures within the promotional genre of web dramas remain limited. Therefore, this study aims to analyze the rhetorical structure of the promotional genre in web dramas. This research employs a descriptive?qualitative design with a preliminary corpus-driven approach. The data analyzed consist of two web dramas produced by one of the leading banks in South Korea, KB Kookmin Bank (KB????). The analysis uses Swales? (1990) genre theory and Bhatia?s (1993) framework as adopted in the study by Lestari & Ekawati (2023), focusing on identifying Moves and Steps in rhetorical promotional structures, as well as persuasive linguistic features based on Lamb?s (2014) theory. The findings reveal five main Moves: Move 1 (Setting Up the Scene), Move 2 (Transitioning to Story Development), Move 3 (Unfolding Details of Product or Service), Move 4 (Delivering Story?s Message), and Move 5 (Offering Reward). Each Move consists of specific Steps adapted to the narrative flow and promotional purposes. In addition, persuasive language features such as calls to action, inclusive words, and emotive words were also identified. As a preliminary corpus-driven study, this research is recommended as a foundation for further studies on narrative-based promotional rhetoric. ? ??? ???? ?? ??? ?? ??? ???? ?? ???? ??. ??? ????? ?? ??? ??? ?? ??? ????? ??? ????? ??? ???? ????. ??? ???? ?? ??? ??? ??? ??? ?? ???? ??? ?? ????. ? ??? ??? ?? ??(descriptive-qualitative design)?, preliminary corpus-driven ??? ?????. ??? ??? ??? ???? ??? KB????(KB????)? ??? ???? ? ???. ??? Swales (1990)? ?? ??? Bhatia (1993)? ?????? ???? ????, Lestari & Ekawati (2023)? ??? ???? ?? ?? ? Move? Step? ???? Lamb (2014)? ??? ?? ??? ?? ??? ?????. ?? ??, ??? ?? ?? ?? ?? Move? ????: Move 1 (?? ??), 2) Move 2 (??? ???? ??), 3) Move 3 (?? ?? ???? ???? ??), 4) Move 4 (???? ??? ??), 5) Move 5 (?? ??). ? Move? ???? ??? ?? ??? ?? ???? Step?? ???? ???. ??, ?? ?? ??, ??? ??, ??? ?? ? ??? ??? ?? ??? ??? ??? ????. ? ??? preliminary corpus-driven ????, ???? ?? ?? ?? ??? ?? ??? ??? ? ??. A1 - Sabila Nurul Fazri, - A1 - Velayeti Nurfitriana Ansas, - A1 - Arif Husein Lubis, - M1 - other ID - repoupi138401 AV - restricted N1 - https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Velayeti Nurfitriana Ansas: 6100520 Arif Husein Lubis: 6755247 PB - Universitas Pendidikan Indonesia ER -