Band 6.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.0 · Cambridge IELTS 16 · 2026-08-18

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 6.0)

In contemporary society, advertising products and services has become an essential part of representing a business in a unique way, which might be a reason for attracting customers. Whenever a business introduces something new into the market, it is important to advertise the product in order to create competition for existing products in the market. Advertising is also very helpful in making a product recognisable among people because consumers often buy products that they have seen in commercials or have seen advertised by their favourite actors or other popular content creators on social media.

According to my experience, it is very beneficial for a business to advertise, and on a serious note, I feel no shame in saying that nowadays, a business is more likely to succeed when its products are advertised in a creative and effective way by an experienced team of marketers. A business with no advertising may struggle to achieve success because a business can only grow when its products are well-known and attractive to stakeholders and consumers. Although there are many useful techniques that are often used by different marketers to promote their products among buyers, one common strategy is to send products to TikTokers and other personalities who are very famous among people. These personalities may include actors, comedians, and other rising social media stars. They promote the products to increase sales and introduce the business to national and international audiences.

There is a clear and striking example of a mobile phone company that sells different kinds of technology products, including smartphones. We are all familiar with the name of this company. This company has established its name in the market in such an effective way that it is almost impossible for us to forget its name in the technology industry. You all know which company I am discussing at this point. Whenever we hear about technology, a name immediately comes to our minds: Apple. We all know this brand because of the effective marketing techniques used to advertise its products. We also frequently see Apple products in the hands of our favourite actors and celebrities. As a result, the company has succeeded in its marketing strategy and has created an image that only wealthy people can afford its products. This has also increased the desire among middle-class people to buy Apple products in order to demonstrate that they are financially successful.

AI examiner evaluation

Task Achievement / Task Response — Band 5.5

The response addresses both parts of the prompt: why businesses emphasize 'newness' and whether this is positive or negative. However, the development is somewhat uneven. While you explain the 'why' through competition and visibility, the discussion on whether it is positive or negative is less explicit. You mention that advertising is 'beneficial' and 'effective,' but you do not clearly weigh the potential downsides of this trend, such as consumerism or planned obsolescence. To reach a higher band, ensure you explicitly state your position on the development and provide a more balanced analysis of both sides of the argument.

Coherence and Cohesion — Band 6.0

The essay is organized into logical paragraphs, each with a clear central focus. You use some cohesive devices, such as 'Although,' 'As a result,' and 'Whenever,' to link ideas. However, the progression between sentences can occasionally feel a bit mechanical or repetitive, particularly in the second paragraph. The referencing is generally clear, though some transitions could be more sophisticated to improve the flow. The paragraphing is appropriate, and the overall structure supports the reader's understanding of your argument.

Lexical Resource — Band 5.5

You demonstrate an adequate range of vocabulary for the task, using terms like 'contemporary society,' 'stakeholders,' and 'financial success.' There is an attempt to use less common vocabulary, such as 'demonstrate' and 'established,' which is positive. However, the vocabulary is sometimes slightly repetitive or informal, such as the frequent use of 'business' and 'products.' To improve, try to incorporate more precise synonyms or collocations related to marketing and consumer behavior, such as 'brand positioning,' 'market saturation,' or 'consumer perception,' to show greater flexibility and precision.

Grammatical Range and Accuracy — Band 6.0

You use a mix of simple and complex sentence structures, which is generally effective. Most sentences are clear and easy to follow, and your grammar is mostly accurate. There are some minor issues with phrasing, such as 'I feel no shame in saying that,' which is a bit conversational for an academic essay. While there are occasional errors, they do not impede communication. To aim for a higher band, try to incorporate a wider variety of complex grammatical structures, such as conditional sentences or passive voice constructions, while maintaining your current level of accuracy.

See this exact question answered at other band scores — the same prompt compared across bands.

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