Alternate Ad Audit Rubric
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Level 1 |
Level 2 |
Level 3 |
Level 4 |
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Knowledge and Understanding |
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Knowlege of content
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The student demonstrates limited knowledge of soft sell advertising, and of the four techniques: product placement, endorsement, identity and emotion, and satire. |
The student demonstrates some knowledge of soft sell advertising, and of the four techniques: product placement, endorsement, identity and emotion, and satire. |
The student demonstrates considerable knowledge of and soft sell advertising, and of the four techniques: product placement, endorsement, identity and emotion, and satire. | The student demonstrates thorough knowledge of soft sell advertising, and of the four techniques: product placement, endorsement, identity and emotion, and satire. |
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Understanding of content
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The student demonstrates limited understanding of the purpose of soft sell advertising.
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The student demonstrates some understanding of the purpose of soft sell advertising.
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The student demonstrates considerable understanding of the purpose of soft sell advertising
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The student demonstrates thorough understanding of the purpose of soft sell advertising
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Thinking |
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Use of planning skills
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The student finds examples of ads with limited effectiveness
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The student finds examples of ads with some effectiveness
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The student finds examples of ads with considerable effectiveness
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The student finds examples of ads with a high degree of effectiveness
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| Use of processing skills
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The student analyzes the chosen ads with limited effectiveness
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The student analyzes the chosen ads with some effectiveness
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The student analyzes the chosen ads with considerable effectiveness
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The student analyzes the chosen ads with a high degree of effectiveness
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Use of critical/creative thinking processes
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The student demonstrates a limited ability to evaluate the effectiveness of the ads and speculate on the creators’ choices
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The student demonstrates some ability to evaluate the effectiveness of the ads and speculate on the creators’ choices |
The student demonstrates a considerable ability to evaluate the effectiveness of the ads and speculate on the creators’ choices
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The student demonstrates a high degree of ability to evaluate the effectiveness of the ads and speculate on the creators’ choices
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Communication |
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Expression and organization of ideas and information
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The student communicates their findings to the class with limited effectiveness
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The student communicates their findings to the class with some effectiveness
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The student communicates their findings to the class with considerable effectiveness
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The student communicates their findings to the class with a high degree of effectiveness
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| Communication for different audiences and purposes |
The student demonstrates limited awareness of audience in considering the ads’ use of soft sell techniques
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The student demonstrates some awareness of audience in considering the ads’ use of soft sell techniques
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The student demonstrates considerable awareness of audience in considering the ads’ use of soft sell techniques
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The student demonstrates a high degree of awareness of audience in considering the ads’ use of soft sell techniques
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Use of conventions
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The student uses conventions of language with limited effectiveness
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The student uses conventions of language with some effectiveness
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The student uses conventions of language with considerable effectiveness
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The student uses conventions of language with a high degree of effectiveness
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Application |
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Application of knowledge and skills in familiar contexts
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The student applies their knowledge of soft sell advertising techniques in the Alternate Ad Audit assignment with limited effectiveness
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The student applies their knowledge of soft sell advertising techniques in the Alternate Ad Audit assignment with some effectiveness
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The student applies their knowledge of soft sell advertising techniques in the Alternate Ad Audit assignment with considerable effectiveness
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The student applies their knowledge of soft sell advertising techniques in the Alternate Ad Audit assignment with a high degree of effectiveness
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| Transfer of knowledge and skills
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The student demonstrates limited ability to apply their understanding of the purpose of advertising in evaluating the effectiveness of the chosen ads
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The student demonstrates some ability to apply their understanding of the purpose of advertising in evaluating the effectiveness of the chosen ads
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The student demonstrates considerable ability to apply their understanding of the purpose of advertising in evaluating the effectiveness of the chosen ads
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The student demonstrates a high degree of ability to apply their understanding of the purpose of advertising in evaluating the effectiveness of the chosen ads
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Making connections within and between various contexts
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The student makes limited connections between soft sell advertising and their own experience. | The student makes some connections between soft sell advertising and their own experience. | The student makes considerblae connections between soft sell advertising and their own experience. | The student makes a thoughtful and insightful connections between soft sell advertising and their own experience. |