Evaluation Rubric: Analysis of an Advertisement from Popular Culture

Evaluation Rubric: Analysis of an Advertisement from Popular Culture

Title

creative, specific and relevant title

includes a relevant title

no title

Topic Selection

engaging introduction; clearly

social problem is clearly

introduction and

general focus and

no introduction of

and

identifies example of social

identified; choice of ad in

identification of social

direction are

topic or themes

problem in popular culture

relation to social problem and

problem could be

unclear

Introduction

advertisement; choice of ad in

vice versa seems appropriate

clearer

relation to social problem and

(connections make sense);

vice versa seems appropriate

introduction could be more

(connections make sense)

focused

2.5

Description of

outstanding description of a

some question(s) (from the

more focus on

description of ad

no critical

social problem in relation to ad

assignment instructions) that

describing the ad or

misses the point of

engagement or

Framing

(description of ad properties,

would be highly relevant to

the social problem is

identifying how

description of

(both the advertiser’s

techniques and strategies used

analyzing the selected

required

things are ‘framed’

properties of the

framing strategies in

by the advertiser, ways social

advertisement remain

marketing a product

problem manifests)

unanswered or unclear

and your own framing

of a social problem

represented in the ad)

Research and

excellent choice and strong

minor issue with research

connections between

no connections

no evidence of

Application of

application of evidence-based

choice and/or connection

evidence and

between evidence

external research

sources to answer how the ad

between scholarly evidence

advertisement are

and/or problems

Scholarly

mediates some aspect of our

and application could be

unclear or problems

stemming from

Evidence

social reality (in a problematic

stronger and/or the question

with evidence related

inappropriate

way)

of how the ad mediates some

to source

source selection

social dimension remains

selection/application

unanswered/incomplete

Synthesis and

includes a summary which

conclusion suggests how the

connection between

no summary and/or

situates the ad’s problems in a

mediated representation (e.g.

the ad and larger

no conclusion

Conclusion

broader social and historical

of gender, class, race, age)

social context is

context and a conclusion which

might be constructed

largely unclear

largely unclear;

suggests how it might be

differently (in the ad, or more

connections made

constructed differently (e.g. in

generally); connection

in conclusion are

the ad, or more generally)

between ad and larger social

unclear

context is somewhat unclear

2.5

In-text Citations

contains complete and

minor inaccuracies in

many inaccuracies with (in)frequency or

no in-text citations

accurate in-text citations

completeness or application of

application of in-text citations

where appropriate

in-text citations

1.5

References and

includes three bibliographic

issues with source

major issues with

no bibliographic

references (one ad and two

selection or omission

source selection and

references

Bibliography

scholarly), complete and

scholarly); minor issue with

of source, or many

completeness of

correctly formatted APA style

completeness or formatting

formatting issues

references

2.5

Writing Style

clearly written, logically

writing could be clearer or

writing is at times

largely unclear or

goals are unclear or

and

organized, strong narrative

more well-organized

unclear and appears

disorganized

not organized

flow

disorganized

according to

Composition

assignment goals

2.5

Formatting and

includes all assignment

minor formatting error or

major formatting errors or omissions

not formatted per

components, correctly

omission

assignment

Mechanics

formatted per instructions

instructions

.75

Spelling and

no spelling or grammar errors

contains minor spelling or

spelling and grammar

spelling and

Grammar

grammatical error(s) that don’t

errors, at times,

grammar issues

impact overall clarity

confuse/impact clarity

severely impact

impede reader

clarity

comprehension

.75

.25

Evaluation is Based on Summary of Assignment Goals*:

identify an example of a contemporary social problem in an advertisement from a popular culture source

describe what techniques the advertiser used to try to compel the viewer/consumer to (re)act e.g. to purchase a product in the advertisement, and

describe how the social problem is perpetuated, located, or exemplified within the advertisement (which may be unrelated to the advertiser’s intentions)[unique_solution]

conduct some research to provide support of your critical analysis of the advertisement via two sources of scholarly, peer-reviewed, sociological evidence (e.g. supporting why this type of cultural mediation is a problem – appealing to wider implications/historical context)

synthesize: demonstrate your understanding of the main scholarly arguments used to support your position by summarizing in your own words/demonstrating the ability to relate general evidence to a more specific example (e.g. framing the advertisement as an example of a contemporary cultural issue)

practice standard elements of style commonly used in research papers e.g. how to cite sources and write bibliographic references

*see assignment instructions on cuLearn to review full assignment details and requirements

Prepared by Christian Pasiak for SOCI1005B Sociology for Bachelor of Commerce Students, Winter 2019, Carleton University

Evaluation Rubric: Analysis of an Advertisement from Popular Culture

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