Craig Stroupe | COMP 5220

Checklist: The Revision of Ad Project

Not Attempted | Improvement Needed | SATisfactory | EXcellent

Criteria	NA	IN	SAT	EX	Notes:
Robin Williams’ PARC
uses proximity to suggest grouping and relationships and to control how many times the eye stops
alignment unifies parts, simplifies design, limits numbers of lines. In Williams’ words, “Find a good line and use it.”
repetition unifies design, suggests significant relationships of parts, establishes a visual rhythm to the ad
contrasts of sizes, styles, tones, colors, etc. create a sense of richness (while avoiding conflicts and complication in design), suggests relationships of parts, highlights key ideas and rhetorical effects
white (negative) space used effectively to create sense of proximity, to highlight focal elements, to emphasize the visual rhythm of the ad. Avoids trapped or accidental white space.
use of PARC makes the revision both richer and simpler than the original
Type and Text
concordant and contrasting types used consciously and effectively to create appropriate tone, heighten message and effect of ad.
type styles used strategically and thoughtfully
“voice” and tone consistent and appropriate
Hook and Focus
the eye has a clear “landing pad” in the ad, which also works rhetorically to emphasize the message and tone
the ad is more than a list, but has a clear message or theme, which is emphasized by the choices of design and typefaces.
flow of the ad from the focal point through the other content.
Rhetorical Concerns (ethos and pathos)
Revised ad creates/improves the implied rhetorical image of the advertiser (ethos). (What constitutes improvement depends on the tastes and culture of the audience.)
Revised ad creates/improves the implied rhetorical image of the audience (pathos)
The revision generally makes the product more appealing to the intended audience
The sense of audience that apparent from the ad is focused and improved in the revision
Commentary
commentary demonstrates thorough understanding of the challenges of applying PARC, or making decisions about type styles, etc.
commentary deals with challenges of focus, theme and tone
commentary speaks thoughtfully to the rhetorical questions of ethos and pathos
commentary: general level of detail and specificity
commentary: informed by readings, thoughtful use of terms