Band 7.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.5 · Cambridge IELTS 16 · 2026-09-05

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 often highlight the novelty of their products in advertisements, claiming that they are improved, innovative or different from previous versions. This is mainly because consumers are attracted to new products and companies want to remain competitive. In my opinion, this is largely a positive development, although it can have some disadvantages.

There are several reasons why companies emphasise the new features of their products. Firstly, people generally have a natural interest in trying something new, particularly when it promises greater convenience or better performance. Therefore, advertising a product as innovative can attract customers who might otherwise choose a competitor’s product. Secondly, frequent product improvements help businesses distinguish themselves in highly competitive markets. For example, smartphone companies regularly advertise new cameras, longer battery life and faster processors to persuade consumers to upgrade their existing devices.

I believe this trend is positive when innovation provides genuine benefits. Competition between businesses encourages them to invest in research and development, which can result in products that are safer, more efficient and easier to use. For instance, improvements in medical equipment and medicines can contribute significantly to better healthcare. Similarly, the development of energy-efficient household appliances can help consumers reduce both their electricity bills and environmental impact.

However, there can also be negative consequences if companies exaggerate the importance of minor changes. Consumers may be persuaded to replace perfectly functional products simply because advertisements make older models appear outdated. This can lead to unnecessary spending and increased electronic waste. For example, purchasing a new smartphone every year may provide very few practical benefits while creating additional environmental problems.

In conclusion, businesses emphasise novelty because it attracts customers and helps them compete. Although this practice can encourage unnecessary consumption, I believe it is predominantly positive when advertisements reflect genuine improvements and innovation.

AI examiner evaluation

Task Achievement / Task Response — Band 7.5

The response fully addresses all parts of the prompt. You clearly explain why businesses emphasize novelty—citing consumer psychology and market competition—and provide a balanced view on whether this is positive or negative. Your position is consistent throughout, and the ideas are well-developed with relevant examples, such as the mention of smartphone features and medical equipment. The argument is logical and directly answers both components of the task. To reach a higher band, you could further explore the nuance of 'planned obsolescence' as a specific business strategy to deepen the analysis of the negative aspects.

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 the trend is smooth. You use a variety of cohesive devices effectively, such as 'Therefore,' 'Firstly,' 'However,' and 'In conclusion,' which help guide the reader through your argument. Paragraphing is used appropriately to separate the introduction, body paragraphs, and conclusion. The flow is natural, and the relationship between ideas is always clear, meeting the requirements for a high band score in this criterion.

Lexical Resource — Band 6.5

You demonstrate a good range of vocabulary that is appropriate for an academic essay. Phrases like 'remain competitive,' 'genuine benefits,' 'perfectly functional,' and 'predominantly positive' show a level of precision and natural collocation. While the vocabulary is accurate and sufficient, it is generally standard. To achieve a higher band, you could incorporate more sophisticated or less common lexical items, such as 'market saturation,' 'consumerist culture,' or 'technological advancement,' to show greater flexibility and a more academic tone. However, the current usage is error-free and effectively communicates your points.

Grammatical Range and Accuracy — Band 7.5

Your control of grammar is excellent. You use a variety of complex sentence structures, such as conditional clauses ('when it promises...') and participial phrases ('claiming that they are...'), with high accuracy. The majority of your sentences are error-free, and your punctuation is used correctly to support the clarity of your writing. There are no significant grammatical slips, and the complexity of your syntax is consistent with a high level of proficiency. You have maintained a formal tone throughout, which is appropriate for this task type.

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