Band 8.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 8.5 · Cambridge IELTS 16 · 2026-09-01

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 8.5)

Businesses highlight novelty because it works on several psychological and commercial levels at once.

Why "new" sells

First, novelty signals improvement. Consumers generally assume that newer means better — more efficient, more advanced, more relevant to current needs. A phrase like "new formula" or "latest model" implicitly promises that flaws in the old version have been fixed.

Second, it creates urgency and status. Being among the first to own something new carries social value — think of the queues outside Apple stores whenever a new iPhone launches. Novelty lets people signal that they are current, informed, or fashionable, not behind the times.

Third, in saturated markets, "new" is often the easiest way to differentiate. When products are functionally similar (soft drinks, detergents, smartphones), companies can't always compete on price or basic quality, so they compete on innovation — real or cosmetic — to capture attention.

Finally, it drives repeat purchasing. Industries like fashion and technology rely on regular "newness" to encourage people to replace items that still work perfectly well, sustaining sales cycles that would otherwise stagnate.

Is this positive or negative?

I think the effects are mixed, leaning negative when novelty becomes an end in itself.

On the positive side, the pressure to appear "new" does genuinely drive innovation. Competition to release improved products pushes companies to invest in research — smartphone cameras, battery technology, and medical devices have all advanced rapidly partly because manufacturers compete on being "the newest." Consumers benefit from this in the form of real functional gains.

However, the negative consequences are significant. Much of what is marketed as "new" is only superficial — a repackaged product, a minor cosmetic tweak, or a new flavour with no real added value. This is essentially planned obsolescence dressed up as progress, encouraging wasteful consumption. The environmental cost is considerable: constant upgrading of electronics and fast fashion generates enormous waste, much of it driven not by necessity but by marketing-induced desire for the latest version. It can also foster a culture of dissatisfaction, where people feel their perfectly functional possessions are inadequate simply because something newer exists.

Conclusion

Overall, while the emphasis on novelty can be a genuine engine of useful innovation, I believe its dominant effect today is negative, because it frequently prioritises the appearance of newness over real improvement, at a real cost to consumers' wallets and the environment. A more sustainable model would reward companies for durability and genuine advancement rather than the mere appearance of change.

AI examiner evaluation

Task Achievement / Task Response — Band 8.5

The response fully addresses all parts of the prompt. You clearly explain the reasons why businesses emphasize novelty, such as signaling improvement, creating status, and driving sales. Furthermore, you provide a balanced and well-developed argument regarding whether this is a positive or negative development. Your position is clear from the outset and maintained consistently throughout the essay. The ideas are well-supported with relevant examples, such as the mention of Apple stores and the distinction between functional innovation and superficial marketing. The depth of analysis is excellent, demonstrating a sophisticated understanding of the topic.

Coherence and Cohesion — Band 8.5

The essay is logically organized with a clear progression of ideas. Each paragraph has a central theme, and the transition between the analysis of why businesses use novelty and the evaluation of its impact is seamless. You use a variety of cohesive devices effectively, such as 'First,' 'Second,' 'However,' and 'Overall,' which guide the reader through your argument without being mechanical. The use of paragraphing is skillful, and the structure of the essay—introduction, body paragraphs, and conclusion—is perfectly suited to the task. Referencing is clear and consistent throughout.

Lexical Resource — Band 8.5

You demonstrate a wide and sophisticated range of vocabulary, using terms like 'saturated markets,' 'planned obsolescence,' 'stagnate,' and 'marketing-induced desire' with natural control. The language is precise and contributes significantly to the clarity and impact of your arguments. There are no noticeable errors in word choice or collocation, and the vocabulary is well-suited to an academic context. The ability to use nuanced language to describe complex economic and psychological concepts is a hallmark of a high-level response.

Grammatical Range and Accuracy — Band 8.5

The response exhibits a wide range of grammatical structures, including complex sentences, conditional clauses, and varied punctuation. The majority of sentences are error-free, and the control over grammar is excellent. You use a mix of simple and complex forms to maintain a fluent and engaging style. There are no significant errors in grammar or punctuation that impede communication. The sentence construction is varied and sophisticated, reflecting a high level of grammatical competence.

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