Restoring Respect

Drop Shadow

Ad Rating Rubric

Shepard Rule Operationalized

Perfect Civility = 12 = A+

Completely Uncivil = -12 = F-

Truthful

4 Points Ad contains enough information to allow reasonable viewer to easily assess the veracity of statements.
2 Points Ad directs reasonable viewers where they can go to easily verify information.
0 Points Ad makes claims that cannot be easily verified by a reasonable viewer.
-2 Points Ad makes  some claims that are not fully truthful or are distortions  (factually incorrect, out of context, incomplete).
-4 Points Message of Ad can be seen as is predominantly untruthful or distorted by a reasonably viewer.

Relevant

4 Points Ad appears relevant to significant issues of policy and qualifications related to the office or issue.
2 Points Ad appears relevant to significant issues of policy and qualifications related to the office or issue.
0 Points Ad contains relevant content but also focuses on irrational, personal issues.
-2 Points Ad is predominantly focus on irrelevant  personal issues   rather than relevant qualifications and issues.
-4 Points Ad focused almost entirely on personality and not qualifications and issues.

Fair

4 Points Ad meets all the four criteria of civil behavior:  Reasonable,  respectful, open, constructive.
2 Points Ad is more civil than uncivil.
0 Points Ad is split between civil and uncivil behavior.
-2 Points Ad is more uncivil than civil.
-4 Points Ad fails all four criteria of civil behavior:  hostile, disrespectful, anonymous, destructive.

Grading Scale

12

A+

11

A

10

A

9

A

8

A-

7

B+

6

B

5

B

4

B

3

B-

2

C+

1

C

0

C

-1

C

-2

C-

-3

D+

-4

D

-5

D

-6

D

-7

D-

-8

F

-9

F

-10

F

-11

F

-12

F-