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iRubric: TV AD rubric

iRubric: TV AD rubric

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TV AD 
TV AD
30 Second TV Ad
Rubric Code: GX75X78
By jchiaraluce
Ready to use
Public Rubric
Subject: Computers  
Type: Project  
Grade Levels: 9-12

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How well does the video communicate with the audience?
  Poor

1 pts

Fair

2 pts

Good

3 pts

Excellent

4 pts

Content

Overall TV Ad presented
Poor

-Does not sell a product
-No unifying structure
-Unrelated content
-Events unrelated to sale of product
Fair

-Ad is confusing or not interesting
-Some related structure
-Emerging content
-Inadequate development of sales pitch
Good

-Interesting idea, but no clear structure
-Suitable content -Reasonable development of sales pitch
Excellent

-Develops an interesting sales pitch
-Concept was thoroughly considered
-Content is fully developed
Introduction

Poor

-Introduction does not orient the audience to what will follow.

-Is not interesting or seem relevant to the audience.
Fair

-Introduction does not create a strong sense of what is to follow.
-Overly detailed or incomplete
-Somewhat appealing to the audience.
Good

-Introduction is clear and coherent
-Evokes interest in the topic and response from viewers.
Excellent

-Introduction is
compelling
-Hooks the viewer from the beginning of the
video
-Keeps the audience's attention.
Camera Work
Camera Techniques

Poor

-Camera works is out of focus or shaky
-Many shots are unfocused and/or poorly framed.
-The camera is not held steady
-viewer is distracted by panning and/or zooming
-Only uses 1 type of shot
Fair

-Camera work is occasionally out of focus or shaky
-The motion shots are fairly steady
-Some shots are unfocused and/or poorly framed.
-Uses 1-2 camera shots
Good

-Camera work is seamless
-A variety of shots are used
-The camera is held steady.
-Pans are limited
-Zooms are done off camera.
-The main subject is filmed using the "rule of thirds."
-Most shots are clearly focused and well framed.
Excellent

-All shots are clearly focused and well framed.
-The footage is steady.
-Close-ups are used to focus attention.
-Camera work is outstanding
-Shots and angles used provide impact
-Pans and zooms are used and filmed appropriately.
Lighting

Poor

-Only ambient (available) light is used.
-It's too dark or too light to determine what is happening.
Fair

-Some scenes are too dark or too light to determine what is happening.
Good

-Lighting is considered while filming; few shadows or glares are apparent.
-Most scenes have sufficient lighting to tell what is happening.
Excellent

-Lighting is used to eliminate shadows and glares.
-All scenes have sufficient lighting for viewer to easily see action.
Audio

Poor

-Audio inaudible
-Audio is cut-off and inconsistent.
-Voice-overs do not communicate ideas.
Fair

-Audio occasionally inaudible or without continuity
-The audio is unclear: too loud/too soft/garbled
-Audio Insufficiently communicates the main idea.
-Voice-Overs sound unprepared/rehearsed
-The background audio overpowers the primary audio.
Good

-Audio utilizes music and sound effects where necessary
-Voice-overs are appropriate
-Background audio may overpower main idea at times
Excellent

-Audio is flawless and well balanced
-Uses ambient sound, music and sound effects
-The audio is clear and communicates the
main idea.
-Voice-overs are appropriate and understandable
-Background audio is kept in balance
-Does not overpower the primary audio.
Film Production
Transformation of raw footage into usable scenes.
Editing

Editing of scenes
Poor

-Editing inconsistent
-Tape is unedited and many poor shots remain.
-Raw clips run back to back in the final video.
Fair

-Editing motivated by action not by concept
-Tape is edited in few spots, but several poor shots remain.
-Many unnatural breaks and/or early cuts.
Good

-Editing flowed and all cuts are appropriate
-Only quality shots remain.
-Video has good pacing and timing.
Excellent

-Only high quality shots are used.
-Video moves smoothly from shot to shot.
-Shots and scenes flow
seamlessly.
Effects

Use of transitions, titles and special effects to enhance film
Poor

-Transitions used without purpose
-Transitions between clips are abrupt to the viewer
-Titles or credits may be missing or hard to read
-Effects are either missing or excessive.
Fair

-Transitions abrupt or are not always appropriate for the scene.
-Transitions do not seem to have purpose.
-Titles or credits may or may not be used.
-Digital effects are overdone and distract from the content.
Good

-Transitions are purposeful and appropriate
-Transitions may lack creativity.
-Titles or credits provide clarity to the viewer
-Use of effects is worthwhile and does not distract from the production
Excellent

-Transitions are used to help flow one scene to another
-Titles or credits are use appropriately and increase understanding of movie
-Titles can be read
-Digital effects are used appropriately for emphasis.
-Good, but not excessive use of effects.
Overall Impact
  Poor

1 pts

Fair

2 pts

Good

3 pts

Excellent

4 pts

Overall Impact

Poor

-Overall poor video quality
-Doesn't seem like a TV ad
-Major issues with camera work or editing
-Sales pitch missing
-Did not follow the expectations of the assignment.
Fair

-Video quality needs work
-Sometimes similar to a TV ad
-Issues with camera work/editing impact story being told.
-Hard to follow what is happening or why.
Good

-Fairly good video quality throughout
-Similar to a real TV ad
-Most camera work/editing work seemed thoughtful, but some parts of the ad seem like filler or after-thoughts
Excellent

-Great video quality
-Looks and feels like a real TV ad
-Camera work/editing are without issue
-Pitch is understandable and easy to follow




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