Category	25	20	15	10
Quality of Presentation	Use of eye contact, volume, rate, poise, and cooperation exceeds expectations.	Use of eye contact, volume, rate, poise, and cooperation is satisfactory.	Use of eye contact, volume, rate, poise, and/or cooperation is fair.	Eye contact, volume, rate, poise, and/or cooperation are not used or need significant improvement.
Use of Propaganda	Exemplary use of five different propaganda techniques that are appropriate for the product and add to the cohesion of the commercial.	Satisfactory  use of five or four different propaganda techniques that are appropriate for the product and add to the cohesion of the commercial.	Fair  use of four or three different propaganda techniques.  Some techniques may not be appropriate or do not add to the cohesion of the commercial.	The commercial uses two or fewer propaganda techniques.  The techniques are not appropriate and/or do not add to the cohesion of the commercial.
Counter Ad	Product and appeal to target audience exceed expectations. Each is clearly understood.	Product and appeal to target audience are satisfactory or average.	Product and appeal to target audience are fair.	No product and appeal to target audience are clearly used or product and appeal to target need significant improvement.
Written Rationale	The rationale exceeds expectations in explaining why the category, product, techniques, and target audience are used.  It exceeds expectations in explaining what the viewer should learn from the ad. Rules of standard English usage, spelling, and punctuation are applied consistently; there may be minor errors in standard written English.	The rationale is satisfactory in explaining why the category, product, techniques, and target audience are used.  It is satisfactory in explaining what the viewer should learn from the ad. Rules of standard English usage, spelling, and punctuation are usually applied; there may be a few errors in standard written English.	The rationale is fair in explaining why the category, product, techniques, and target audience are used.  It does a fair job of explaining what he viewer should learn from the ad. Rules of standard English usage, spelling, and punctuation are applied inconsistently; there is a pattern of errors in standard written English..	The rationale does not  or needs significant improvement in explaining the category, product, techniques, target audience, and what the viewer should learn from the ad. Rules of standard English usage, spelling, and punctuation are not applied; there are frequent and serious errors in standard written English.