Group Names: ____________________________________________________

Mr. Hazeltine
____________________________________________________
English / Writing Lab ____________________________________________________
____________________________________________________
Advertising Rubric:________________________
Title of Bottled Water Product
This rubric involves two (2) score values: a 6-point scale and a 4-point scale.
All scores are separate and will not be combined nor averaged. Making Your
6-Point Translation: 4-Point Translation: Deadline:
Your Work, Scored:
6 = 100% 3 = 70% 4 = 100% 2 = 75% Y
Above & Beyond (4pt.) ______
5 = 90% 2 = 60% 3 = 85% 1 = 65%
N __________ Voice (6pt.) ______
4 = 80% 1 = 50%
Campaign Design (4pt.) ______
Were all Client’s Criteria Met?: & Concept
______ The product is just water. It is not carbonated; nor will it have any flavorings or colors added.
______ The product will be distributed in 16.9oz, bio-plastic bottles. Y=6 Logo & Label (4pt.) ______
______ The product will be marketed and promoted to the Phoenix metropolitan area.
SOAPSTone (4pt.) ______
______ The product must reflect Arizona and the Southwest.
______ Your campaign should focus on the specific target audience of 18-35 year-old females. N=1 Analysis: Subject

SOAPSTone (4pt.) ______

Effort Above & Beyond:
“Talent is cheaper than table salt.
What separates the talented
individual from the successful one is a
lot of hard work.”
--Stephen King
4 3
Quality of workmanship and
effort are clearly evident, well
above and beyond what was
expected. Shows superior
artistic ability and thought.
Group fulfills the requirements
of the assignment and has put
care and effort into the
process. This campaign
exceeds expectations.
Quality of workmanship and
effort are exactly as
expected. Group fulfills the
requirements of the
assignment and has put care
and effort into the process.
Analysis: Occasion
2 1 SOAPSTone (4pt.) ______
Quality of workmanship and Effort was just to turn Analysis: Audience
effort are sporadically present. something in. Group fulfills
Group fulfills some of the few of the requirements of the
requirements of the assignment. Plagiarism or SOAPSTone (4pt.) ______
assignment. translator use may be Analysis: Purpose
evident.
SOAPSTone (4pt.) ______
Analysis: Speaker
SOAPSTone (4pt.) ______
Analysis: Tone

Speaking Skills (4pt.) ______

Layout (4pt.) ______

This document contains sensitive, confidential, and trade secret information and may not be disclosed to third parties without the prior written consent of Christopher Lawrence Hazeltine
© The Savvy Classroom

Voice:
Voice refers to expressing ideas
in an engaging and credible
way for the audience. The
group’s fingerprint is on the
work
6 5
The group has chosen a
voice appropriate for the
topic, purpose, and
audience. The group seems
deeply committed to the
topic, and there is an
exceptional sense of
“readability.” The group is
expressive and engaging.
4 3 2 1
The group has chosen a A voice is present. The The group’s commitment to The group provides little The group seems to lack a
voice appropriate for the group demonstrates the topic seems limited. sense of involvement or sense of involvement or
topic, purpose, and commitment to the topic. The group may use a voice commitment. There is no commitment.
audience. The group In places, the group is that is either inappropriately evidence that the group has
seems committed to the expressive and engaging. personal or inappropriately chosen a suitable voice.
topic. The group is impersonal.
expressive and engaging.

Campaign Design &
Concepts:
The framework in which a
campaign is delivered. It is the
unique and memorable message
that the brand wants to convey.
The audience should be able to tell
the product’s tone by looking at the
ads.
4 3
The campaign is planned carefully;
understanding of all concepts and
instructions is clearly demonstrated. The
group shows complete understanding and
use of the elements of persuasion and
design. The overall ad concept is clearly
expressed through all ads.
The campaign shows clear understanding
of the client's history and background.
The campaign is exceptionally attractive in
terms of design, layout, formats, neatness,
mechanics, and grammar.
The campaign is planned carefully;
understanding of most of the concepts and
instructions is demonstrated. The group
shows some understanding and use of the
elements of persuasion and design. The
overall ad concept may not be fully
developed.
The campaign shows an understanding of
the client's history and background.
The campaign is acceptably attractive in
term of design, layout, and neatness, and
grammar.
2 1
The campaign is planned adequately;
understanding of some concepts and
instructions demonstrated. The group
shows little understanding and use of
persuasion and design. The overall ad
concept is poorly developed.
The campaign shows little understanding
of the client's history and background.
The campaign is adequately prepared with
little attention in terms of design, layout,
neatness, and grammar.
The campaign is planned poorly; little
evidence of understanding the concepts
and instructions is demonstrated. The
group is unclear in their thinking and
doesn't demonstrate the use of persuasion
and design. The overall ad concept is
missing.
The campaign shows no understanding
of the client's history and background.
The campaign is incomplete lacking one
or more components of the assignment.

4 3 2 1
The logo and label clearly expresses the The logo and label adequately expresses The logo and label minimally expresses The logo and label do not express the
product or services through the use of the product or services through the use of the product or service through the use of product or services through the use of
symbols and manipulation of the letters. symbols and manipulation of the letters. symbols and manipulation of the letters. symbols and manipulation of letters.

Logo and Label Design
There is excellent attention to detail.
The artwork demonstrates excellent use of
color. The design is easy to understand
and is visually compelling.
There is an average attention to detail.
The artwork demonstrates good use of
color. The design is relatively easy to
understand and is somewhat visually
compelling.
There is a below average or little attention There is poor or no attention to detail.
to detail.
The artwork lacks thoughtful design.
The artwork demonstrates poor choice of
color. The design is difficult to understand
and is confusing.
 4 3 2 1
The analysis exceptionally demonstrates: The analysis clearly demonstrates: The analysis adequately demonstrates: The analysis poorly demonstrates:

Subject: the content or idea of the ad
SOAPSTone Analysis campaign argument (logo, label, print ad,
The Ad Campaign seen as an & commercials) is clearly expressed with
Argument. detail and intention.
(The Subject) There are multiple examples of using
Logos, Pathos, & Ethos as argumentative
support.
Subject: The content or idea of the ad
campaign (logo, label, print ad, &
commercials) is expressed.
There is evidence of using Logos, Pathos,
& Ethos as argumentative support.
Subject: The content or idea of the ad
campaign (logo, label, print ad, &
commercials) is vaguely expressed.
There is little evidence of using Logos,
Pathos, & Ethos as argumentative support.
Subject: The content or idea of the ad
campaign is not expressed.
There is no evidence of using Logos,
Pathos, & Ethos as argumentative
support.

4 3 2 1
The analysis exceptionally demonstrates: The analysis clearly demonstrates: The analysis adequately demonstrates: The analysis poorly demonstrates:

Occasion: the broader occasion or cause
SOAPSTone Analysis for the ad campaign (the rhetorical
The Ad Campaign seen as an occasion for the campaign and/or the
Argument. issues that required an ad campaign
response) is clearly identified and
(The Occasion) analyzed.
There are multiple examples of using
Logos, Pathos, & Ethos as argumentative
support.
Occasion: the broader occasion or cause
for the ad campaign is clearly identified.
There is evidence of using Logos, Pathos,
& Ethos as argumentative support.
Occasion: the broader occasion or cause
for the ad campaign is vaguely identified.
There is little evidence of using Logos,
Pathos, & Ethos as argumentative support.
Occasion: the broader occasion or cause
for the ad campaign is misidentified or
ignored.
There is no evidence of using Logos,
Pathos, & Ethos as argumentative
support.

4 3 2 1
The analysis exceptionally demonstrates: The analysis clearly demonstrates: The analysis adequately demonstrates: The analysis poorly demonstrates:

Audience: Clearly identifies the
SOAPSTone Analysis EXPLICIT and IMPLICIT audience,
The Ad Campaign seen as an including an analysis of the audiences’
Argument. attitudes toward the subject and speaker.
(The Audience) There are multiple examples of using
Logos, Pathos, & Ethos as argumentative
support.
Audience: Clearly identifies the
EXPLICIT audience, including an analysis
of the audiences’ attitudes toward the
subject and speaker.
There is evidence of using Logos, Pathos,
& Ethos as argumentative support.
Audience: Identifies an intended
audience.
There is little evidence of using Logos,
Pathos, & Ethos as argumentative support.
Audience: Misidentifies or ignores the
intended audience.
There is no evidence of using Logos,
Pathos, & Ethos as argumentative
support.
 4 3
The analysis exceptionally demonstrates:
Purpose: Identifies EXPLICIT and
SOAPSTone Analysis IMPLICIT purpose or reason for the ad
The Ad Campaign seen as an campaign – the obvious message and
Argument. promise of the ad campaign, including
how the audience is supposed to feel from
(The Purpose) the ad campaign.
A logical fallacy is present, clearly
identified, and explained.
There are multiple examples of using
Logos, Pathos, & Ethos as argumentative
support.
4 3
The analysis exceptionally demonstrates:
Speaker: The Client’s name is clearly and
SOAPSTone Analysis accurately identified. Important facts
The Ad Campaign seen as an about the company are included that help
Argument. the audience make judgments about the
client’s point of view.
(The Speaker)
There are multiple examples of using
Logos, Pathos, & Ethos as argumentative
support.
4 3
The analysis exceptionally demonstrates:
Tone: Clearly identifies the tone and
SOAPSTone Analysis emotional sense of the ad campaign,
The Ad Campaign seen as an including a detailed analysis of how text
Argument. (word choice), image, sound, and imagery
(vivid descriptions that appeal to the
(The Tone) senses) point to the tone.
There are multiple examples of using
Logos, Pathos, & Ethos as argumentative
support.
The analysis clearly demonstrates:
Purpose: Identifies EXPLICIT purpose or
reason for the ad campaign – the obvious
message and promise of the ad campaign,
including how the audience is supposed to
feel from the ad campaign.
A logical fallacy is present and identified
but not explained.
There is evidence of using Logos, Pathos,
& Ethos as argumentative support.
The analysis clearly demonstrates:
Speaker: The Client’s name is clearly and
accurately identified.
There is evidence of using Logos, Pathos,
& Ethos as argumentative support.
The analysis clearly demonstrates:
Tone: Clearly identifies the tone and
emotional sense of the ad campaign.
There is evidence of using Logos, Pathos,
& Ethos as argumentative support.
2 1
The analysis adequately demonstrates: The analysis poorly demonstrates:
Purpose: Identifies EXPLICIT purpose or Purpose: Does not identify the purpose
reason for the ad campaign, but the or reason for the ad campaign; the
obvious message and promise of the ad message and promise of the ad are
campaign are not addressed. unclear or confusing.
No logical fallacy is present. No logical fallacy is present.
There is little evidence of using Logos, There is no evidence of using Logos,
Pathos, & Ethos as argumentative support. Pathos, & Ethos as argumentative
support.
2 1
The analysis adequately demonstrates: The analysis poorly demonstrates:
Speaker: The Client’s name is present but Speaker: There is no indication or
not obviously identified. recognition of a client.
There is little evidence of using Logos, There is no evidence of using Logos,
Pathos, & Ethos as argumentative support. Pathos, & Ethos as argumentative
support.
2 1
The analysis adequately demonstrates: The analysis poorly demonstrates:
Tone: Identifies the tone and emotional Tone: No tone or emotional sense is
sense of the ad campaign, but the tone is identified.
too general or does not match the concept
of the ad campaign. There is no evidence of using Logos,
Pathos, & Ethos as argumentative
There is little evidence of using Logos, support.
Pathos, & Ethos as argumentative support.
 4 3 2 1
Exceeding: Volume Is consistently Mastering: Volume Is consistently good; Approaching: Volume is good most of Emerging: Volume is too loud/soft; rate
excellent; rate and articulation excellent. rate and articulation consistently good. the time; rate and articulation are good is too fast/slow; poor articulation.
most of the time.
Excellent eye contact and Interaction with Consistent eye contact. No eye contact.
Speaking Skills audience. Some eye contact.
Evidence of careful preparation and No evidence of rehearsal.
(Presentation) Evidence of extensive preparation and rehearsal. Seems unrehearsed.
rehearsal.

Layout (The Prezi)
(Refers to the look of the presentation,
not the information presented)
4 3
Exceeding: Product of Presentation is
creative, original, and clearly demonstrates
understanding.
Product of Presentation is artistic, unique,
and shows real effort.
Includes placeholders, such as title,
bulleted lists, and graphics. Appropriate
use of negative space. Presentation uses a
wide variety of complementary color.
Pictures/objects are appropriate in size,
shape, position, and color.
Mastering: Product of Presentation is
creative and demonstrates understanding.
Product of Presentation is artistic and
shows real effort.
Includes some titles, bullet lists, and
graphics. Too much text; distracts from
negative space. Pictures/objects are too
small/too big. Colors are not necessarily
complementary. Pictures were poorly
placed.
2 1
Approaching: Product of Presentation
shows adequate understanding.
Product of Presentation is neatly done.
Minimal use of layout placeholders. Text
dominates slide. Presentation lacks color
and creativity.
Emerging: Product of Presentation does
not demonstrate understanding.
Product of Presentation is hastily
constructed.
Poor use of placeholder. Slide too full.
Only black & white pictures were used.
Information didn’t match picture.
Pictures and art were poorly placed in
frame.

This document contains sensitive, confidential, and trade secret information and may not be disclosed to third parties without the prior written consent of Christopher Lawrence Hazeltine
© The Savvy Classroom