Band 8.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 8.5 · Cambridge IELTS 16 · 2026-07-28

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 8.5)

In contemporary business, advertising plays a vital role in boosting sales and attracting customers. A noticeable trend in recent years is that companies often emphasise the novelty of their products, presenting them as new or innovative. There are several reasons behind this practice, and I believe it represents a negative development overall.

To begin with, businesses highlight newness in their advertising because consumers are naturally drawn to innovation. In a highly competitive market, firms must differentiate themselves from rivals, and portraying their goods as unique or advanced helps them capture attention. Furthermore, rapid technological progress and shifting consumer preferences encourage companies to update their products frequently. For example, smartphone manufacturers regularly release new models with only minor modifications, yet they market them as revolutionary to stimulate demand. This strategy not only attracts attention but also creates a sense of urgency among buyers to purchase the latest version.

However, I consider this trend to be problematic. Firstly, it can mislead customers, as many products advertised as “new” may only feature superficial changes rather than genuine improvements. This creates unrealistic expectations and often leads to disappointment. Secondly, the constant emphasis on novelty fosters overconsumption, encouraging people to purchase items they do not truly need, which contributes to waste and environmental damage. Lastly, exaggerated claims of innovation may erode trust between businesses and consumers, as people become increasingly sceptical of advertising messages. Over time, this scepticism can harm brand reputation and weaken customer loyalty.

In conclusion, while businesses highlight the newness of their products to remain competitive and attract attention, I believe this is a negative development. It misleads buyers, promotes consumerism, and undermines long‑term trust in advertising, ultimately harming both consumers and companies.

AI examiner evaluation

Task Achievement / Task Response — Band 8.5

The response fully addresses all parts of the prompt. You clearly explain why businesses emphasize novelty—citing market competition and consumer psychology—and provide a well-reasoned argument for why this is a negative development. Your position is consistent throughout the essay. The ideas are well-developed, particularly the point regarding the environmental impact of overconsumption and the erosion of consumer trust. The example of smartphone manufacturers is relevant and effectively supports your argument. The response is balanced and demonstrates a clear understanding of the task requirements.

Coherence and Cohesion — Band 8.5

The essay is logically organized with a clear introduction, body paragraphs, and conclusion. Each paragraph has a central topic sentence, and the progression of ideas is smooth and easy to follow. You use a variety of cohesive devices effectively, such as 'To begin with', 'Furthermore', 'However', and 'In conclusion', which help to guide the reader through your argument. The referencing is clear, and the paragraphing is used appropriately to separate the reasons for the trend from your critical evaluation of it.

Lexical Resource — Band 8.5

You demonstrate a good range of vocabulary that is appropriate for an academic context. Phrases like 'contemporary business', 'shifting consumer preferences', 'superficial changes', and 'erode trust' show a strong command of language. The vocabulary is used with precision and contributes to the clarity of your argument. There are no noticeable errors in word choice or collocation, and your use of topic-specific terminology is accurate and natural throughout the response.

Grammatical Range and Accuracy — Band 8.5

The essay displays a wide range of grammatical structures, including complex sentences and varied clause types. Your control over grammar is excellent, with the majority of sentences being error-free. Punctuation is used accurately to enhance readability. There is a high level of flexibility in your sentence construction, which allows for a sophisticated flow of ideas. The few minor slips are rare and do not impede communication in any way, meeting the criteria for a high band score.

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