Assessment Rubric
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Level 1 |
Level 2 |
Level 3 |
Level 4 |
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Knowledge and Understanding |
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Knowledge of content
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Demonstrates limited knowledge of the methods used by advertisers to sell food products through mascots
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Demonstrates some knowledge of
the methods used by advertisers to sell food products through mascots |
Demonstrates considerable knowledge of the methods used by advertisers to sell food products through mascots
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Demonstrates thorough knowledge of
the methods used by advertisers to sell food products through mascots |
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Understanding of content
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Demonstrates limited understanding of how food ad mascots are created and for what purpose
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Demonstrates some understanding of how food ad mascots are created and for what purpose
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Demonstrates considerable understanding of
how food ad mascots are created and for what purpose |
Demonstrates thorough understanding of how food ad mascots are created and for what purpose
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Thinking |
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Use of planning skills
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Uses planning skills with limited effectiveness to identify the product, its target audience, and the desired personality for the mascot
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Uses planning skills with some effectiveness to identify the product, its target audience, and the desired personality for the mascot
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Uses planning skills with considerable effectiveness to identify the product, its target audience, and the desired personality for the mascot
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Uses planning skills with a high degree of effectiveness to identify the product, its target audience, and the desired personality for the mascot
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| Use of processing skills
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Uses processing skills with limited effectiveness to analyze how the mascot’s visual elements (e.g., colours, shapes, clothing) and personality traits align with the brand and product
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Uses processing skills with some effectiveness to analyze how the mascot’s visual elements (e.g., colours, shapes, clothing) and personality traits align with the brand and product
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Uses processing skills with considerable effectiveness to analyze how the mascot’s visual elements (e.g., colours, shapes, clothing) and personality traits align with the brand and product
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Uses processing skills with a high degree of effectiveness to analyze how the mascot’s visual elements (e.g., colours, shapes, clothing) and personality traits align with the brand and product
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Use of critical/creative thinking processes
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Uses critical/creative thinking processes with limited effectiveness to reflect on how mascots can create an emotional attachment to a brand
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Uses critical/creative thinking processes with some effectiveness to reflect on how mascots can create an emotional attachment to a brand
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Uses critical/creative thinking processes with considerable effectiveness to reflect on how mascots can create an emotional attachment to a brand
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Uses critical/creative thinking processes with a high degree of effectiveness to reflect on how mascots can create an emotional attachment to a brand
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Communication |
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Expression and organization of ideas and information
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Expresses and organizes ideas and information with limited effectiveness to explain the mascot’s design and its connection to the product’s personality
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Expresses and organizes ideas and information with some effectiveness to clearly explain the mascot’s design and its connection to the product’s personality
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Expresses and organizes ideas and information with considerable effectiveness to clearly and logically explain the mascot’s design and its connection to the product’s personality
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Expresses and organizes ideas and information with a high degree of effectiveness to clearly, logically and fluently explain the mascot’s design and its connection to the product’s personality
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| Communication for different audiences and purposes |
Communicates for different audiences and purposes with limited effectiveness when presenting the mascot design and rationale to the class, considering the audience’s understanding of advertising
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Communicates for different audiences and purposes with some effectiveness when presenting the mascot design and rationale to the class, considering the audience’s understanding of advertising
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Communicates for different audiences and purposes with considerable effectiveness when presenting the mascot design and rationale to the class, considering the audience’s understanding of advertising
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Communicates for different audiences and purposes with a high degree of effectiveness when presenting the mascot design and rationale to the class, considering the audience’s understanding of advertising
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Use of conventions
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Uses conventions, vocabulary and terminology w of visual communication (e.g. colour, shape) with limited effectiveness
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Uses conventions of visual communication (e.g. colour, shape) with some effectiveness
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Uses conventions of visual communication (e.g. colour, shape) with considerable effectiveness
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Uses conventions of visual communication (e.g. colour, shape) with a high degree of effectiveness
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Application |
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Application of knowledge and skills in familiar contexts
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Applies knowledge and skills in familiar context to create a mascot that effectively represents the product’s desired personality with limited effectiveness
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Applies knowledge and skills in familiar contexts to create a mascot that effectively represents the product’s desired personality with some effectiveness
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Applies knowledge and skills in familiar contexts to create a mascot that effectively represents the product’s desired personality with considerable effectiveness
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Applies knowledge and skills in familiar contexts to create a mascot that effectively represents the product’s desired personality with a high degree of effectiveness
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| Transfer of knowledge and skills
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Transfers understanding of media stereotypes to new contexts by designing a mascot for a product without one with limited effectiveness
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Transfers understanding of media stereotypes to new contexts by designing a mascot for a product without one with some effectiveness
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Transfers understanding of media stereotypes to new contexts by designing a mascot for a product without one with considerable effectiveness
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Transfers understanding of media stereotypes to new contexts by designing a mascot for a product without one with a high degree of effectiveness
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Making connections within and between various contexts
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Connects the mascot’s personality and design to real-world consumer behaviour and brand loyalty with limited effectiveness | Connects the mascot’s personality and design to real-world consumer behaviour and brand loyalty with some effectiveness | Connects the mascot’s personality and design to real-world consumer behaviour and brand loyalty with considerable effectiveness | Connects the mascot’s personality and design to real-world consumer behaviour and brand loyalty with a high degree of effectiveness |