| Intent of PSA | Evidence of intentional or unintentional subversion of purpose | Apathetic effort on behalf of cause | Care for cause is evident but not compelling | PSA sustains sincere commitment to purpose | Obvious commitment to cause is exhibited in compelling or passionate PSA |
| Production Values of PSA | Little connection between choices of imagery and ostensible purpose | Effort is dull Choices of imagery are humdrum or ineffectual | PSA is competent Choices of imagery are frequently appropriate if traditional | Predictably successful choices of imagery and style enliven message | PSA is striking Style is admirable Production is intriguing or transfixing |
| Content Transmission | PSA cheats audience of coherence or purpose Product is confused Message lost in noise | PSA is clichéd Obviously derivative or hopelessly hard-sell | A reasonable, though pedestrian attempt Obvious formulaic choices in content | Informative Fresh idea(s); takes a fresh look at the familiar; does a better job with familiar ideas | PSA is motivational to audience Honest Definitive as a representation of message |
| Audience Response | Audience is dumbfounded or offended Audience cannot accept message or cannot comprehend it | Audience is put off by patronizing tone Inappropriate attempt at humour Too confrontational an approach to be persuasive | Audience has patience with, and perhaps some sympathy for message or presentation | Audience is attentive Audience considers message Audience is largely on side | Audience is intrigued or transfixed Identification of viewer(s) with cause Audience is shaken or transformed Audience makes a commitment |
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