Band 7.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.0 · Cambridge IELTS 16 · 2026-08-11

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 7.0)

Nowadays, many businesses highlight the fact that their products are new or improved when advertising them. This is mainly because consumers are attracted to innovation and companies want to remain competitive. In my opinion, this is generally a positive development, although it can sometimes encourage unnecessary consumption.

One major reason companies emphasise new features is that people are often interested in the latest products. Modern consumers may believe that newer products are more efficient, convenient or technologically advanced. For example, smartphone companies frequently advertise improved cameras, longer battery life and new features to persuade customers to upgrade their existing devices. In addition, highlighting innovation helps businesses stand out from their competitors and increase their sales.

I believe this trend has several advantages. Firstly, competition between companies encourages them to improve the quality of their products. As a result, consumers can benefit from better technology, greater convenience and more choices. Secondly, companies are motivated to invest in research and development, which can lead to useful innovations in areas such as communication, transport and healthcare.

However, there can also be negative consequences. Advertising new products may encourage people to replace perfectly functional items simply because a newer version is available. This can increase household expenses and contribute to unnecessary waste. Therefore, consumers should consider whether they genuinely need a new product rather than purchasing it purely because it is advertised as innovative.

In conclusion, businesses mainly emphasise new features because innovation attracts customers and helps them compete. Although this can encourage unnecessary consumption, I believe it is predominantly positive because it promotes competition, innovation and improved products.

AI examiner evaluation

Task Achievement / Task Response — Band 7.5

The response fully addresses all parts of the prompt. You clearly explain why businesses emphasize newness—citing consumer psychology and competitive advantage—and provide a balanced view on whether this is positive or negative. Your position is consistent throughout the essay. The ideas are well-developed, particularly the distinction between the benefits of innovation and the drawbacks of unnecessary consumption. The examples, such as the reference to smartphone features, are relevant and effectively support your arguments. To reach a higher band, you could further extend the discussion on the societal impact of this trend, perhaps by briefly touching upon the environmental implications of rapid product turnover.

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 theme, and the progression of ideas is smooth. You use a range of cohesive devices effectively, such as 'In addition', 'Firstly', 'Secondly', and 'However', which help guide the reader through your argument. The paragraphing is appropriate, and referencing is clear throughout. The flow is natural, and there is no evidence of mechanical or repetitive transitions. The structure is highly effective in presenting a balanced argument.

Lexical Resource — Band 6.5

You demonstrate a sufficient range of vocabulary to discuss the topic with precision. Phrases such as 'remain competitive', 'technologically advanced', 'perfectly functional items', and 'predominantly positive' show a good command of language. The word choice is generally accurate and appropriate for an academic context. While the vocabulary is functional and clear, it lacks a few more sophisticated or idiomatic collocations that would elevate the response to a higher band. However, there are no significant errors in word choice or spelling that impede communication.

Grammatical Range and Accuracy — Band 7.0

The essay displays a good variety of complex structures, such as conditional and concessive clauses (e.g., 'Although this can encourage...'). The majority of your sentences are error-free, and your control over punctuation and grammar is strong. You use a mix of simple and complex sentence forms effectively to convey your ideas. There are no major grammatical errors that cause confusion. To improve further, you could experiment with more varied sentence beginnings or more advanced syntactic structures to demonstrate even greater flexibility.

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