I assess my students in a variety of different ways and think that using rubrics is extremely important, especially since art is such an objective subject to grade. I can look at ads and easily tell which ones are more effective, but I must have specific criteria to grade student artwork. For this project students will have a list of criteria when they begin. They will receive a checklist listing each part of the process outlined above: target audience research, brainstorming, thumbnails, roughs, peer critiques and a final copy.
I give students a daily participation grade, and will also be giving them short skill building assignments in Photoshop as we work in order to continue building their Photoshop knowledge. They will receive a grade for each part of the process above, and will also be given a grade on their final poster. The final poster grade will be based on its appropriateness, its appeal to the target audience, the "punch" of their visual imagery, and how well they have gotten across their message. There will be a separate set of criteria for their Photoshop and composition skills including how seamlessly they have combined a variety of images, how well they have integrated filters, how well they have integrated text, if the composition is well balanced, if they have drawn attention to the important parts of the image, etc. Students will grade themselves on a self-evaluation and I will use the same evaluation to determine their grades.