5: Uses at least two appeals clearly, effectively, and correctly; each appeal is purposeful and enhances persuasion.
4: Uses two appeals correctly, with minor inconsistencies.
3: Uses one appeal well OR two appeals superficially.
2: Misuses appeals OR only gestures toward rhetorical technique.
1–0: Appeals not present or unclear.
5: Target audience is obvious; purpose is clear and strongly communicated.
4: Audience and purpose are mostly clear.
3: Audience is somewhat implied; purpose needs clarity.
2: Hard to tell who the ad/commercial is for.
1–0: No clear purpose or audience.
5: Highly original idea; creative visuals or storytelling; engaging tone.
4: Creative and purposeful choices.
3: Adequate but simple design.
2: Minimal creativity.
1–0: Low effort.
5: Student clearly presents product/commercial, explains the appeals, and articulates choices with confidence.
4: Clear presentation and explanation.
3: Needs prompting; basic explanation of appeals.
2: Struggles to explain rhetorical choices.
1–0: Incomplete or unclear.