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iRubric: Rhetorical Strategies in Ads rubric

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Rhetorical Strategies in Ads TV Commercial Students will create a television commercial for their business. Rubric Code: AXX4X97 By Schellhornm Ready to use Public Rubric Subject: Journalism Type: Project Grade Levels: 9-12

Commercial
	Superior 4 pts	Proficient 3 pts	Needs Improvement 2 pts	Not Proficient 1 pts	Not Complete 0 pts	Justification (N/A)
Sequence 6 pts	Superior Ad presents information in logical, interesting video sequence, which audience can follow. All shot are well executed	Proficient Ad presents information in logical video sequence which audience mostly can follow. Most shots are well done, with one or two exceptions	Needs Improvement Audience has difficulty following ad or the shot sequence is not varied. Camera shots are shaky, uninteresting, static, or distracting.	Not Proficient Audience cannot understand presentation, or there is not a series of shots. Camera shots do not follow videography rules or are distracting for the viewer.	Not Complete Not Completed	Justification
Clarity and Volume 6 pts	Superior Audio is clear and correct, with precise pronunciation. Audio adds something to the project. All viewing audience can hear without effort.	Proficient Audio is mostly with acceptable pronunciation. Audio does not detract from the project. Most audience members can hear with little effort.	Needs Improvement Audio track is low or somehow distracting. Audience members may have difficulty hearing or following the audio.	Not Proficient Audio is not present or brings the final product down. It may be distracting, not audible, or even missing.	Not Complete Not Completed	Justification
Length 3 pts	Superior 30 or 60 secs	Proficient within 3 second of assigned times	Needs Improvement within 5 seconds of assigned times	Not Proficient More than 5 second off from assigned times.	Not Complete Not Completed	Justification
Rhetorical Strategy 7 pts	Superior Ad utilizes the rhetorical strategy to sell the product. It is evident that this strategy was chosen and applied to ad.	Proficient Ad has rhetorical strategy present but may not be quite as evident.	Needs Improvement Ad does not rely heavily on rhetorical strategy chosen or may be confusing because of it.	Not Proficient The rhetorical strategy is not evident in the ad.	Not Complete Not Completed	Justification
Use of Storyboard 3 pts	Superior Final commercial matches storyboard as closely as possible	Proficient Final commercial matches most of storyboard	Needs Improvement Final commercial shows some of storyboard	Not Proficient Final commercial does not match the storyboard or the storyboard does not exist	Not Complete Not Completed	Justification