iRubric: Comparison and Contrast Ogilvy & the Belchs rubric

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Comparison and Contrast Ogilvy & the Belchs

Comparison and contrast essay, based on the methods of advertising practices in the era of Oglivy and now as expressed in the text. Another point of contrast between the two is the practical application of promotion principles expressed by David Ogilvy and the academic, more theoretical approach of the Belchs. This is personal reflection but also a chance to demonstrate your understanding of such ideas as segmentation, promotional mix, persuasion theory and creativity.

Rubric Code: KXX6665

By brucelafleur

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Public Rubric

Subject: English

Type: Writing

Grade Levels: Graduate

6+1 Trait Comparison and Contrast Oglivy & the Belchs
	Dufus 0 pts	Unpaid Intern 50 pts	Paid Intern w/ Own Office 70 pts	Threat to My Job 100 pts
IDEAS/Thesis 20 pts Is the purpose of your theme clear, relevant to the advertising subject matter? Is there an evident point of view? Did the opening paragraph grab the professor by the balls and make him want more?	Dufus Thesis is not present or is unclear.	Unpaid Intern Thesis is present but is too broad for the essay topic.	Paid Intern w/ Own Office Thesis is present and fits, but the message of the thesis is not clear .	Threat to My Job Thesis is:<BR> * clear and well- written, either explicitly or implicitly. <BR> *driven by the student's ideas, noting what the author may mean or intend.
IDEAS/Comparison/Contrast 20 pts Are sufficient examples of BOTH comparison and contrast present and are they appropriate for the paper? Are the points of comparison and contrast useful in proving the thesis? Can the professor figure what you are talking about without referring to Google?	Dufus Points of comparison are not useful or sufficient, and they are inconsistently developed.	Unpaid Intern Some points of comparison are useful and sufficient, and are somewhat developed.	Paid Intern w/ Own Office Most points of comparison are useful and sufficient, and are mostly developed.	Threat to My Job All points of comparison are: useful and sufficient consistently developed, either point-by-point, or subject-by-subject. <BR> Text citations are abundant throughout the discussion<BR> Proper number of quotations are included.
ORGANIZATION/Connections 20 pts Are the things being compared, contrasted, or developed through concrete example for the book. Is each example logically connected to one another? Does not leave the professor asking "What the what, what?"	Dufus The things being compared are not logically connected to one another.	Unpaid Intern Some connection between the compared items is shown, but it is not sufficient.	Paid Intern w/ Own Office Connections are present and logical but could be more convincing; do not qualify as excellent.	Threat to My Job Subjects or topics are: logically connected to each other <BR> presented in a clear and appropriate manner.
ORGANIZATION/Logical Order 20 pts Have you provided at least three examples of comparison or contrast? Is the pattern of development appropriate for the writer's purpose and conclusions internally consistent? Like the mighty Mississippi, does it flow?	Dufus The paragraphs within the essay and the essay as a whole are developed in a logical order.	Unpaid Intern The writer attempts to develop the essay in a logical order, but some of the essay may be presented in an order readers may find confusing.	Paid Intern w/ Own Office Most of the essay is presented in a logical order, and readers should have little trouble following the comparison.	Threat to My Job The essay is:<BR> in a logical order appropriate to the writer's purpose and readers' needs<BR> ordered point-by-point or subject-by-subject. <BR> based on the comparison and contrast<BR> argues the message of the author, according to the student's thesis statement.<BR> *Conclusion is the meat of the essay.
WORD CHOICE/Word Usage 10 pts Does writer use advertising vocabulary appropriate to demonstrate understanding of the subject matter? The writer has used sexy buzz words that would signal another marketer that you know what the "F" you are talking about.	Dufus Word usage is informal and/or inappropriate to the essay.	Unpaid Intern Word usage is appropriate but lacks sophistication expected in word choice for this essay.	Paid Intern w/ Own Office Word usage is appropriate but does not qualify as excellent.	Threat to My Job Word usage is appropriate and sophisticated. <BR> Diction includes mature and sophisticated<BR> word selection in describing character relationships. *Syntax indicates a variety of sentence types.
ORGANIZATION/Transitions 10 pts Are transitions provided where needed but not overused?	Dufus Transitions are not present or do not effectively direct readers from one example to the next.	Unpaid Intern Transitions are present but do not effectively direct readers from one example to the next. They may be basic and/or confusing.	Paid Intern w/ Own Office Transitions are present and direct readers from point to point, though not to the level of excellence. They may be basic and/or confusing.	Threat to My Job Transitions are: present and effectively direct readers from point to point. <BR> exhibit sophisti-cation on the part of the writer. *transitional phrases depict either comparison or contrast effectively.

Keywords:

Comparison and Contrast Ogilvy & the Belchs

Subjects:

English

Types:

Writing

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