Mid-Pacific Institute Professional Development
Project Design Brief using a Constructivist Model
PSA Assessment Rubric

Public Service Announcement (PSA) Rubric

 

 

Criteria

1

2

3

4

5

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

 

Comments:


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