EAL 10B

5-4

3-2

1-0

Headline

-Highly relevant to the ad Witty, impacting and/or insightful to the ad

-Largest print on page Visually “eye-catching”. Addresses target audience

-Relevant, but not of high impact

-Provides limited insight into the product being sold -Does not immediately catch the viewer's attention

-Somewhat addresses target audience

-Little to no relevance between the headline and the product or no headline

-Little to no wit and/or creativity when addressing the product

- Does not address target audience

Images/

Graphics

-High quality and/or resolution

Connects with the central theme of advertisement

-Highly relevant to the product being sold -Addresses target audience

-Image/video quality is of average standard There is a limited connection between the image and the central theme of the advertisement

-Somewhat addresses target audience

-Image/video quality is of poor standard or there is no image

-The connection between the image and the product is insufficient and/or unrecognizable

-Does not address target audience

Selling Points

-Ad contains at least than three selling points

-Highly convincing and compelling arguments

-Highly appealing to target audience

-Ad contains 2 selling points Not all selling points are convincing. Would only persuade some readers to “look into” the product being advertised

-Somewhat appealing to target audience

-Ad contains less than three selling points Ad presents two or more “weak” arguments Ad would persuade little to none of its viewers to “look into” the product

-Arguments do not appeal to target audience

Persuasive techniques

-Ad contains persuasive techniques. Highly effective use of technique is exhibited and is clearly recognizable to peers/teacher

-Techniques are highly appealing to the target audience

-Ad contains three persuasive techniques Use of techniques are somewhat successful, but not all are easily recognizable by peers/teacher

-Techniques are somewhat appealing to the target audience

-Ad contains less than two persuasive techniques Use of techniques is unsuccessful or no techniques are used whatsoever

-Techniques show little to no connection to the target audience

Overall Effectiveness

-Layout, symmetry and format of ad is of professional quality

-Ad contains a high-level of

“Wow factor”-Use of color is optimal

Intended audience is successfully targeted

-Layout, symmetry and format of ad is of average quality Ad contains some “Wow factor” but other areas could be improved Use of color is sufficient, but not exceptional

-Intended audience is somewhat targeted

-Layout, symmetry and format of ad is of poor quality-Little to no effort was put into making the ad -There is limited or no use of color

-Intended audience is not targeted

Write up

The 1 page write up clearly explains all of the details in the advertisement, including logos, pathos and ethos as well as other important details.

The 1 page write up explains some/most of the details in the advertisement, including logos, pathos and ethos as well as other important details.

The write up is not complete or does not fully explain the ideas in the advertisement.