Formative Assessment Scoring Guide

Part I: Use of media techniques

2 points                  The response included an advertisement that effectively uses all three media techniques to convey an intended message.

1 point                    The response includes an advertisement that effectively uses two media techniques to convey an intended message.

0 points                  Other

Part II: Message

1 point                    The student stated the intended media message.

0 points                  Other

Part III: Justification

2 points                  The response included an accurate explanation stating how each of the three techniques helps convey the intended message.

1 point                    The response includes an accurate explanation stating how two techniques help convey the intended message.

0 points                  Other

Part IV: Accuracy of Message

1 point                    The response includes a logical explanation as to how the techniques used in the advertisement may impact people’s perceptions related to the accuracy of the message being conveyed.

0 points                  Other