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Persuasive Advertisement 
Persuasive Advertisement
The purpose of this assignment is to create an advertisement or presentation for a product that you create. Your advertisement must use all three rhetorical appeals (Ethos, Pathos, Logos) and include at least specific three rhetorical strategies from the list we studied (Bandwagon, Testimonial, Fear, Transfer, Loaded Words, Repetition, Name-Calling, Avante Garde Weasel Words, Magic Ingredients, Patriotism, Plain Folks, Snob Appeal, or Bribery).
Rubric Code: S2272A2
By JoeCarrol
Ready to use
Public Rubric
Subject: English  
Type: Project  
Grade Levels: 9-12

Powered by iRubric Persuasive Project
Total = 36
  Excellent 4

(N/A)

Good 3

(N/A)

Fair 2

(N/A)

Poor 1

(N/A)

Product

Your product should be original and interesting.
Excellent 4

The product is obvious and it is easy to understand what is being advertised. The product is unique, thoughtful and creative. Your product is 'eye catching', and addresses your target audience.
Good 3

The product is only obvious from a categorical perspective (e.g. food rather than the type of food). Your product is thoughtful however is very similar to another product.
Fair 2

Your product is not original and the advertisement does not 'sell' your product effectively.
Not the largest print on the page and/or not “eye- catching”
Does not address target market (demographics).
Poor 1

Demonstrates little to no relevance between the headline and the product or there is no headline
Possess little to no wit and/or creativity when addressing the product
Not the largest print on the page and/or not “eye- catching”
Does not address target market (demographics).
Target audience.

Use your knowledge of demographics to determine your target audience for your advertisement.

Who will be attracted to your advertisement and buy your product?
Excellent 4

You have shown a lot of thought about demographics. You have identified what your target audience (and their demographic) is. Your advertisement would appeal greatly to your target audience - product, colours, text, content, etc. are all tailored to your audience.
Good 3

You have identified your target audience somewhat.
Fair 2

Target audience is not obvious and advertisement is somewhat appealing to a target audience.
Poor 1

No target audience or the advertisement does not successfully appeal to a specific target audience.
Ethos

Your advertisement should clearly and effectively use the 3 rhetorical appeals Ethos, Pathos and Logos.
Excellent 4

The advertisement clearly establishes the credibility of the "company" through the appropriate use of expert testimonial or celebrity endorsement.
Good 3

The advertisement attempts to establish credibility with moderate results.
Fair 2

A celebrity or credible expert may be mentioned, but does not contribute to the effectiveness of the advertisement.
Poor 1

No credibility is established in this advertisement.
Pathos

Your advertisement should clearly and effectively use the 3 rhetorical appeals Ethos, Pathos and Logos.
Excellent 4

The advertisement uses clear emotional appeals to sell the product. Emotional appeals are effectively persuasive within the context of the commercial.
Good 3

The advertisement attempts to evoke emotion in its intended audience. Emotional appeals may not directly contribute to the overall persuasive effect.
Fair 2

The advertisement makes reference to emotion without appropriate context. persuasive effect is minimal.
Poor 1

The advertisement does not attempt to use any emotional appeal to persuade the audience.
Logos

Your advertisement should clearly and effectively use the 3 rhetorical appeals Ethos, Pathos and Logos.
Excellent 4

The advertisement uses clear logical appeals to sell the product. Logic is used to convey details about the product's purpose and function.
Good 3

The advertisement attempts to refer to logical functions of the product. Logic may be somewhat unclear.
Fair 2

The advertisement uses facts or statistics that do not contribute to the persuasive effectiveness of the advertisement.
Poor 1

No logical appeal is used.
Propaganda techniques

Bandwagon, Testimonial, Fear, Transfer, Loaded Words, Repetition, Name-Calling, Avante Garde Weasel Words, Magic Ingredients, Patriotism, Plain Folks, Snob Appeal, or Bribery
Excellent 4

The advertisement uses at least 3 of the propaganda strategies we learned. Techniques used are well chosen, easy to understand, enhance the advertisement.
Good 3

The advertisement uses only 1 or 2 propaganda techniques. Techniques used are well chosen, easy to understand, enhance the advertisement.
Fair 2

Propaganda techniques are unclear and difficult to understand.
Poor 1

No propaganda techniques are used.
Images & Colour

You should choose images and colours that will appeal to your target audience (demographic) and help sell your product.
Excellent 4

The images clearly add to the advertising of the product and persuasion.
The advertisement uses colour very effectively. Colours are strategically chosen and placed to represent the product, brand, and enhance persuasion.
Good 3

The images add some clarity to the product advertisement and persuasion.
Colours are used effectively.
Fair 2

The images add little to no clarity to the product and persuasion.
Colours do not enhance the advertisement.
Poor 1

Images are inappropriate, confusing or sloppy.
Neatness and presentation

Your advertisment must be neat, easy to read and understand.
Excellent 4

The advertisement presentation is creative and draws visual attention, adding to the product idea.
Effort in creating this advertisement is noticeable.
Good 3

The advertisement presentation is neutral, neither encouraging or discouraging the product.
Fair 2

The advertisement presentation is sloppy, bland, and does not appeal to the eye in order to add to the product or persuasion.
Poor 1

The advertisement is incomplete.
Explanation

You will present your advertisment to the class and explain how your advertisement uses rhetorical appeal and propaganda strategies.
Excellent 4

You effectively are able to explain to the class how your advertisement uses rhetorical appeal and propaganda strategies. You can also explain your thoughts on demographics, use of colour and other persuasive strategies you used. Your presentation teaches us about rhetoric and propaganda.
Good 3

You are able to explain how you used rhetoric and propaganda strategies in your advertisement.
Fair 2

You are not able to clearly explain all the strategies you use.
Poor 1

No clear explanation.



Keywords:
  • Persuasive project, Rhetoric, Propaganda techniques

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