For this assignment, you will be evaluating an ad. “Evaluations argue either whether something meets a specific set of criteria or whether the set criteria determine the status of that object under evaluation. Your evaluation of an ad will establish inclusion criteria for the category of an “effective ____ (car, restaurant, service, etc.) ____ advertisement” and then determine whether or not the ad you’re analyzing (NOT the product itself!) is a match. In other words, does the ad you’re analyzing match the criteria you established for an effective ad in the category you chose? The criteria-match process enables you to then make a judgment on the issue of advertising effectiveness. An evaluation has two basic components: (1) a judgment, and (2) the criteria used to arrive at that judgment.
