Band 7.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.5 · Cambridge IELTS 16 · 2026-07-27

IELTS Writing Task 2 question

In their advertising, businesses nowadays usually emphasise that their products are new in some way. Why is this? Do you think it is a positive or negative development?

Give reasons for your answer and include any relevant examples from your own knowledge or experience.

Student answer (Band 7.5)

Businesses, nowadays, emphasize their products are distinct in their advertisements than their competitors or other versions available elsewhere. As competitors have outgrown advertisements have become a great method for such companies to make themselves distinct. While it may help businesses with their performances, I believe it to be a negative development affecting consumers both physically and emotionally.

The primary reason behind the practice for businesses advertising their products as unique is mainly the growing competition. Currently, there are many industries manufacturing the products with same use cases. That is why, to attract consumers towards their goods either they really have to add some distinct beneficial traits or be able to convince uniqueness via advertisements. Businesses find the latter one to be easier to implement and more effective in terms of motivating consumers to pick their products. For example, 'Sprite' and 'Mountain dew' are similar cold drinks, however, in order to convince people they are different, the former mentions it provides clarity while later advertises that it gives the ability to overcome fear. As of today, both have huge customers, thereby proving that emphasizing new qualities in any way through advertisements works wonder.

On the one hand, this trend helps businesses to thrive and establish themselves among the vast competitors, however, if left unsupervised this will have more negative consequences than positives. Firstly, such firms may over exaggerate the good quality to such extent that the harms are completely hidden from consumers viewpoint. This results in consumer being unaware of the dangers of the products they use. For example, in 2020, Fair and Lovely advertised its new sunscreen to be effective for 24 hours. However, upon use, people realized the effects lasted lesser than 4 hours resulting in severe backlash. Furthermore, in the long run, people are also affected emotionally and may lose complete faith in such companies who falsify their advertising eventually causing huge financial loss for them.

To sum up, to keep up with rising competition, advertisements today have crossed limits into how businesses emphasize their products to be brand new in the market. I believe this trend to be a negative development and find it to be complete unfaithfulness to consumers and a severe toying with their health.

AI examiner evaluation

Task Achievement / Task Response — Band 7.5

The response addresses all parts of the prompt: it explains why businesses emphasize 'newness' (competition) and provides a clear position on whether this is positive or negative. The ideas are relevant and supported by examples, such as the comparison between Sprite and Mountain Dew. However, the development of the 'negative' argument could be more nuanced. While the example of the sunscreen is relevant, the link between 'newness' and 'falsifying advertising' is a bit of a leap. To reach a higher band, ensure that the explanation of why this is a 'negative development' is more directly tied to the concept of 'newness' rather than just general false advertising.

Coherence and Cohesion — Band 7.5

The essay is logically organized with a clear introduction, body paragraphs, and a conclusion. Each paragraph has a central topic, and the progression of ideas is easy to follow. Cohesive devices are used, such as 'The primary reason,' 'On the one hand,' and 'To sum up,' which help guide the reader. However, some transitions are slightly mechanical, and there are minor issues with referencing (e.g., 'the former' and 'later' in the second paragraph). Overall, the paragraphing is appropriate and contributes to the clarity of the argument.

Lexical Resource — Band 7.0

The vocabulary is generally adequate and allows for clear communication. You use some topic-specific terms like 'competitors,' 'unique,' and 'falsify.' However, there are some awkward collocations and word choices, such as 'works wonder' (should be 'works wonders') and 'toying with their health' (which is slightly informal). To improve, try to incorporate more sophisticated vocabulary related to marketing and consumer behavior, such as 'market saturation,' 'brand differentiation,' or 'misleading claims.' The range is sufficient to convey your meaning, but lacks the precision required for a higher band.

Grammatical Range and Accuracy — Band 7.0

The essay demonstrates a mix of simple and complex sentence structures. While the meaning is always clear, there are several grammatical errors that persist. For example, 'emphasize their products are distinct' (missing 'that'), 'manufacturing the products with same use cases' (missing 'the'), and 'effects lasted lesser than 4 hours' (should be 'less than'). Punctuation is generally fine, but there are occasional errors with articles and prepositions. The errors do not impede communication, but they are frequent enough to prevent a higher score in this category.

Browse more IELTS Writing model answers or get your own writing scored by the same AI examiner.