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- |
