Complete Rubric

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.