Total Possible Score: 15

Item Description Score

 
Rationale Content

 

 The rationale contains a meaningful discussion of literacy in the United States; defines a target audience for the advertisement; explains the writer’s reasons for choosing that audience; explains the purpose of the advertisement (the problem the ad is trying to solve); and, deliberately using rhetorical devices, effectively persuades its audience (the imaginary client). (out of 5)
Advertisement Content The advertisement contains original visual text and word-based text. It uses rhetorical concepts to persuade its audience of its message. If it employs fallacies, it does so meaningfully and effectively. It appears to have been completed thoughtfully and to have been fully developed. (out of 3)
Research The writer’s claims and ideas about literacy in general and in relation to his or her particular audience are backed up with research. The rationale properly cites secondary sources and uses information from those sources effectively. The rationale includes a properly formatted References page. (out of 3)
Mechanics (Sentence Structure, Grammar, Punctuation, Word Choice, Spelling) Both the rationale and the advertisement are error-free in terms of grammar, typos, punctuation, and spelling. Sentences are carefully constructed. Both the rationale and the advertisement appear to have been proofread. (out of 3)
Process During the course of the assignment, the writer paid attention to the process of writing, drawing up drafts, considering feedback, and producing a final version that shows deliberate improvement over early stages of development. (out of 1)