# 5-Axis Re-scoring Rubric

Score the original and the improved copy on the same basis to make "did it actually get better?" objective.

## Axes and scale (1–5 each; compliance is a gate)

| Axis | Question | 1 | 5 |
|------|----------|---|---|
| **Freshness / Hook** | Non-stale and eye-catching? | tired, boilerplate | makes you stop and read |
| **Distinctiveness** | Avoids the clichés everyone uses? | seen-it-before | only this clinic |
| **Brand fit** | Matches tone & brand assets? | off-tone | reinforces brand-ness |
| **Compliance (심의)** | Free of risk expressions? | — | — (PASS/FAIL gate) |
| **Clarity** | Understood instantly? | what does it say | one-pass clear |

## Compliance gate rule
- If any 🔴 (risk expression) exists → **FAIL** → that option cannot be adopted, no matter how high the other scores.
- Missing mandatory disclosure (advertiser / side-effects / review number) is also a FAIL → then `[확인]`.

## Brand-asset line (required)
When scoring brand fit, avoid stopping at a vague "feel." Write one line:
> Brand **attribute / association / asset** this copy strengthens: (e.g., a "naturalness" association, an "honest expert" attribute, a slogan asset)

This anchors qualitative judgment in a measurable direction instead of vague sentiment.

## Judgment / improvement priority
1. Compliance gate first (fix immediately if FAIL)
2. Clarity (if it doesn't read, appeal is moot)
3. Distinctiveness & freshness (remove clichés → strengthen hook)
4. Brand-fit fine-tuning

## Scoring example
```
| Axis | Original | Recommended |
| Freshness | 2 | 4 |
| Distinctiveness | 2 | 4 |
| Brand fit | 3 | 5 |
| Compliance | PASS | PASS |
| Clarity | 4 | 4 |
→ Strengthened asset: "표정 습관" reframe reinforces the "honest educator" attribute
```