Band 7.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.5 · Cambridge IELTS 16 · 2026-08-25

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)

Nowadays, businesses frequently highlight the fact that their products are new or innovative in their advertisements. This is mainly because companies need to attract consumers in an increasingly competitive market. In my opinion, although this trend can encourage businesses to improve their products, it is generally a positive development because consumers can benefit from greater choice and innovation.

One reason companies emphasise the novelty of their products is to differentiate themselves from competitors. When many businesses offer similar products, advertising a new feature or improved design can make a particular product more attractive to potential customers. In addition, people often associate new products with better quality, improved performance or greater convenience. For example, a smartphone company may advertise a newly developed camera, longer battery life or advanced security features to persuade customers to choose its latest model rather than an older one.

This trend can also encourage innovation and competition among businesses. If companies know that consumers are interested in new and improved products, they have an incentive to invest in research and development. As a result, businesses may create products that are more efficient, convenient or environmentally friendly. For instance, competition between automobile manufacturers has contributed to the development of electric vehicles with longer driving ranges and faster charging times. Therefore, emphasising new features in advertising can motivate companies to continue improving their products.

However, this practice can have some negative effects if businesses exaggerate the importance of minor changes. Some companies may describe a slightly redesigned product as a major innovation simply to persuade people to buy it. This can encourage unnecessary consumption, particularly when consumers replace perfectly functional products with newer versions that offer only small improvements. Nevertheless, this problem can be reduced if consumers compare products carefully and companies provide accurate information in their advertisements.

In conclusion, businesses emphasise the new features of their products mainly to attract customers and compete with other companies. Although this can sometimes encourage unnecessary consumption, I believe it is predominantly a positive development because it promotes innovation, competition and improvements in the products available to consumers.

AI examiner evaluation

Task Achievement / Task Response — Band 7.5

The response fully addresses all parts of the prompt. You clearly explain the reasons why businesses emphasize novelty—to differentiate from competitors and drive sales—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 link between advertising and R&D investment, and the counter-argument regarding unnecessary consumption is well-integrated. The examples provided, such as smartphone features and electric vehicles, are relevant and effectively support your arguments. You have successfully met the requirements of the task by providing a clear, logical, and well-supported response.

Coherence and Cohesion — Band 7.5

The essay is logically organized with a clear progression of ideas. Each paragraph has a central theme, and the transition between the reasons for advertising and the evaluation of its impact is smooth. You use a range of cohesive devices effectively, such as 'In addition', 'As a result', 'Therefore', and 'Nevertheless', which help guide the reader through your argument. Paragraphing is used appropriately to separate distinct points. The flow is natural, and the relationship between ideas is always clear, meeting the criteria for a high band score in this category.

Lexical Resource — Band 7.0

You demonstrate a good range of vocabulary that is appropriate for an academic essay. Phrases like 'increasingly competitive market', 'differentiate themselves', 'incentive to invest', and 'unnecessary consumption' show a strong command of topic-specific language. The word choice is precise and natural throughout. While the vocabulary is accurate and effective, it stays within a standard academic register. To reach the highest band, you could incorporate slightly more sophisticated or idiomatic collocations, but the current range is more than sufficient for a high score.

Grammatical Range and Accuracy — Band 7.5

Your writing displays a wide range of grammatical structures, including complex sentences with subordinate clauses (e.g., 'If companies know that consumers are interested...'). The majority of your sentences are error-free, and your control over punctuation and tense usage is excellent. There are no significant grammatical errors that impede communication. The structure is varied, moving between simple, compound, and complex sentences, which keeps the writing engaging and professional. Your command of English grammar is consistent and highly accurate throughout the entire response.

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