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 and attracting customers. Whenever a business introduces something new into the market, advertising is important to create awareness and compete with existing products. It also helps make products recognisable because consumers often buy things they have seen in commercials or promoted by their favourite actors and social media influencers.

In my opinion, advertising is highly beneficial for businesses. Nowadays, a business is more likely to succeed when its products are promoted creatively by an experienced marketing team. Without effective advertising, a business may struggle to become successful because products need to be well-known and attractive to consumers. There are many marketing techniques used to promote products. One common method is sending products to TikTokers, actors, comedians, and other popular social media personalities. These people promote products to increase sales and introduce businesses to national and international audiences.

Apple is a clear example of a company that has used advertising successfully. It sells various technology products, including smartphones, and its brand is recognised worldwide. Through effective marketing strategies and celebrity endorsements, Apple has created a strong image in consumers' minds. We frequently see Apple products in the hands of famous actors and celebrities, which increases their popularity and desirability. The company has also created an image that its products are associated with wealth and success. Consequently, many middle-class consumers desire Apple products because owning them can make them feel financially successful.

Overall, effective advertising plays a crucial role in increasing brand awareness, attracting customers, boosting sales, and helping businesses compete successfully in the modern market.

AI examiner evaluation

Task Achievement / Task Response — Band 5.5

The response addresses both parts of the prompt: explaining why businesses emphasize 'newness' and providing an opinion on whether this is positive or negative. However, the development of the 'positive or negative' aspect is somewhat limited. While you argue that advertising is 'highly beneficial for businesses,' you do not explicitly discuss whether the emphasis on 'newness' itself is a positive or negative development for society or consumers. The focus remains heavily on the efficacy of marketing rather than the implications of the 'new product' trend. To reach a higher band, ensure you directly address the evaluative component of the prompt by discussing the potential downsides, such as consumerism or planned obsolescence.

Coherence and Cohesion — Band 6.5

The essay is logically organized with a clear introduction, body paragraphs, and a conclusion. Each paragraph has a central theme, such as the general role of advertising or the specific example of Apple. Cohesive devices like 'In contemporary society,' 'In my opinion,' and 'Consequently' are used effectively to guide the reader. However, the transition between the general discussion of marketing techniques and the specific Apple example could be smoother. The progression of ideas is generally clear, but the link between the 'newness' aspect of the prompt and the Apple example is slightly tenuous, as the focus shifts more toward brand image than the novelty of the products.

Lexical Resource — Band 6.0

You demonstrate a sufficient range of vocabulary to convey your ideas clearly. Phrases like 'contemporary society,' 'celebrity endorsements,' and 'financially successful' are used appropriately. There is an attempt to use less common vocabulary, though some choices are quite standard. To improve, try to incorporate more precise collocations or topic-specific terminology related to consumer behavior or marketing psychology. The vocabulary is generally accurate, and there are no spelling errors that impede communication. The range is adequate for the task, but lacks the sophistication or 'less common' lexical items required for a higher band score.

Grammatical Range and Accuracy — Band 6.5

The essay displays a good mix of simple and complex sentence structures. You use complex sentences effectively, such as 'Whenever a business introduces something new into the market, advertising is important to create awareness and compete with existing products.' Grammar is generally accurate, and punctuation is handled well. While there are no major errors that impede communication, the range of structures is somewhat predictable. To achieve a higher score, aim to incorporate a wider variety of complex grammatical forms, such as conditional sentences or passive voice constructions, to demonstrate greater flexibility and control over your writing.

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

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