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iRubric: Media Literacy:Journal 3 Advertising Message Analysis rubric

iRubric: Media Literacy:Journal 3 Advertising Message Analysis rubric

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Media Literacy:Journal 3 Advertising Message Analysis 
Media Literacy:Journal 2 Entertainment Message Analysis
Choose 2-3 advertising messages in the same product category using the same media vehicle. Use your notes and class discussions and analyze the media message. Think critically about the construction of the message, the tools of persuasion used and how the message has been designed to connect with the target audience
Rubric Code: UXX5CXB
By julieeprice
Ready to use
Public Rubric
Subject: Communication  
Type: Assignment  
Grade Levels: Undergraduate

Powered by iRubric Analysis of Ad Message
100 %
  Excellent

(N/A)

Good

(N/A)

Fair

(N/A)

Poor

(N/A)

Description of Ad message
20 pts

Excellent

- Clear description of message, source, target audience. discussion of message: is it implicit/explicitly expressed. Discussion of intention of the message with evidence to prove your analysis
Good

Some discussion of description of message, source, target audience. Some of little discussion of message: implicit/explicitly expressed. Some or superficial Discussion of intention of the message
Fair

Some or brief discussion of description of message. May have identified source, some suggestion of target audience. Little or no discussion of message: implicit/explicitly expressed. May have brief Discussion of intention of the message
Poor

Little or no discussion of description of message. May have identified source, little or no discussion of target audience. Little or no discussion of message: implicit/explicitly expressed. Little or no Discussion of intention of the message
Discussion of Text/Subtext
20 pts

Excellent

Complete discussion of text and subtext of these ads. media makers intend to send implicit and explicit messages. Discussion of tje explicit and implicit messages and possible interpretations by the target audience. Clear examples from the ads shown
Good

Some discussion of text and subtext.May or may not include discussion of explicit/implicit messages and interpretations by the target. Some evidence from the chosen ads
Fair

Little discussion of text and subtext.May or may not include discussion of explicit/implicit messages and interpretations of the target. No specific evidence from the chosen ads
Poor

Little or superficial discussion of text and subtext.
Persuasion techniques
20 pts

Excellent

Complete Discussion of persuasion techniques used in these messages. Several techniques described. Emotional impact discussed in relation to target audienc. Examples given.
Good

Adequate or some Discussion of persuasion techniques used in these messages. Emotional impact discussed. Few Examples given.
Fair

Little Discussion of persuasion techniques used in these messages. May or may not refer to Emotional impact . Few Examples given.
Poor

Superficial Discussion of persuasion techniques. Little or no Emotional impact .
Media Vehicles/Placement
20 pts

Excellent

Complete discussion of media vehicle and placement of these ads. Discussion of effectiveness at reaching target. effectiveness at sending message re: placement and media vehicle. Example or evidence shown. Suggestion of alternative placement or media vehicle
Good

Adequate discussion of media vehicles and placement of these ads. Some Discussion of effectiveness at reaching target. effectiveness at sending message re: placement and media vehicle.
Fair

little discussion of media vehicles and placement of these ads. little or no Discussion of effectiveness at reaching target. effectiveness at sending message re: placement and media vehicle.
Poor

Minimal or no Discussion of media vehicle and placement. no Discussion of effectiveness at reaching target.
Media Effects
20 pts

Excellent

Complete discussion of Media effects on audience. Ethical considerations discussed.Harmful effects discussed.
Impact of these ads on society. examples given
Good

Adequate discussion of Media effects on audience. Some discussion of Ethical considerations and harmful effects.
Impact of these ads on society. examples given
Fair

Little or superficial discussion of Media effects on audience. Little discussion of Ethical considerations and harmful effects.
Some discussion of Impact of these ads on society. examples given
Poor

No discussion of Media effects on audience. Little discussion of Ethical considerations and harmful effects.
No discussion of Impact of these ads on society.



Keywords:
  • Research paper - emphasis on relevance of research



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