Band 9.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 9.0 · Cambridge IELTS 16 · 2026-08-27

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 9.0)

In contemporary commercial landscapes, the ubiquity of advertising campaigns trumpeting the novelty of products has become almost axiomatic. This pervasive emphasis on innovation stems from a confluence of market saturation and psychological consumer triggers. While this trend arguably fuels progress and economic dynamism, a critical examination reveals that it often fosters a culture of superficial consumption and planned obsolescence, ultimately rendering the development more negative than positive.

The primary driver behind this advertising strategy is the intense competitive pressure in saturated markets. With countless brands vying for limited consumer attention, the claim of 'newness' serves as a powerful differentiator. It creates a sense of urgency and exclusivity, prompting consumers to perceive the product as superior to existing alternatives. For instance, smartphone manufacturers annually release models with incremental improvements—such as a marginally better camera or faster processor—and market them as revolutionary. This tactic capitalizes on the psychological principle of 'shiny object syndrome', where novelty itself triggers dopamine release and desire, compelling consumers to upgrade even when their current devices remain fully functional. Moreover, in a digital era defined by rapid trend cycles, the perception of being obsolete is a far more potent motivator than the actual functional deficiency. Thus, the emphasis on newness is a calculated response to the need for constant differentiation and consumer stimulation.

Conversely, a closer inspection suggests that this relentless focus on novelty carries significant negative implications for both consumers and society. Firstly, it fuels a culture of disposable consumerism, encouraging frequent purchases and premature disposal of still-usable goods. This not only depletes personal finances but also exacerbates environmental degradation through increased electronic waste and resource extraction. For example, the fast-fashion industry thrives on the concept of 'micro-seasons', launching new collections every few weeks, which leads to massive textile waste and unethical labor practices. Furthermore, the constant bombardment of 'new and improved' claims fosters consumer skepticism and decision fatigue. As consumers become increasingly cynical about marketing hyperbole, the genuine innovations—those offering substantive improvements—may be drowned out by the noise of trivial changes. This undermines the very trust that is foundational to a healthy market economy. Therefore, while the intention may be to drive growth, the practical consequence is often a degradation of consumer welfare and environmental sustainability.

In conclusion, the pervasive emphasis on product newness in advertising is a strategic response to competitive markets and consumer psychology, yet its consequences are largely detrimental. While it can stimulate some genuine innovation and economic activity, the overwhelming outcome is a culture of wasteful consumption and distrust. To mitigate these negative effects, regulators, businesses, and consumers must collectively shift towards a more value-based advertising approach that rewards meaningful improvements and sustainability over mere novelty. Without such a shift, this trend will continue to prioritize short-term commercial gains over long-term societal well-being.

AI examiner evaluation

Task Achievement / Task Response — Band 9.0

The response fully addresses all parts of the prompt. You clearly identify the reasons for the emphasis on novelty—market saturation and psychological triggers—and provide a balanced, well-reasoned argument regarding its negative impact. Your position is clear from the introduction and is maintained consistently throughout the essay. The ideas are well-developed, with specific examples such as smartphone manufacturers and the fast-fashion industry, which effectively support your arguments. The analysis is insightful and demonstrates a high level of critical thinking, meeting the requirements for a high band score.

Coherence and Cohesion — Band 9.0

The essay is logically organized with a clear progression of ideas. Each paragraph has a central theme, and the transition between the reasons for the trend and the critique of its consequences is smooth. You use a wide range of cohesive devices, such as 'confluence of', 'conversely', and 'furthermore', which are used naturally and effectively. Paragraphing is used skillfully to separate the different aspects of the argument. The flow of information is seamless, and the relationship between sentences is always clear, demonstrating excellent control over the structure of the response.

Lexical Resource — Band 9.0

You demonstrate a sophisticated and wide-ranging vocabulary. The use of terms like 'axiomatic', 'confluence', 'planned obsolescence', and 'marketing hyperbole' is precise and contextually appropriate. You show a strong ability to use less common lexical items with natural control. There are no noticeable errors in word choice or collocation, and the language used is both academic and precise, which is exactly what is expected for a high-level response.

Grammatical Range and Accuracy — Band 9.0

The essay displays a wide range of complex grammatical structures, including conditional sentences, participial phrases, and varied sentence lengths. The control over grammar and punctuation is excellent, with no errors that impede communication. The majority of sentences are error-free, and the few complex structures used are handled with high accuracy. The writing is fluent and demonstrates a high degree of grammatical flexibility, which is consistent with the requirements for the highest band.

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