Band 7.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.0 · Cambridge IELTS 16 · 2026-09-16

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 7.0)

Nowadays, businesses often emphasis the fact that their products are new or improved in some way. This is mainly because companies want to attract customers and remain competitive. Although this strategy can encourage innovation, I believe it can also have negative effects when businesses use it mainly to increase consumption.

One important reason why companies highlight the novelty of their products is that consumers are naturally attracted to new things. When an advertisement describes a product as “new”, “improved” or “the latest version”, people may become curious and want to try it. This is particularly common in industries such as technology, where customers are regularly introduced to new smartphones, computers and other devices. In addition, presenting a product as new can help a company distinguish itself from its competitors and create the impression that it offers something better or more advanced.

There are some positive aspects to this development. Competition between businesses can encourage them to improve their products and develop new technologies. For example, competition between smartphone manufacturers has resulted in improvements in camera quality, battery life and other features. Consumers can therefore benefit from having access to better products and a wider range of choices.

However, constantly promoting products as new can also encourage unnecessary consumption. In some cases, a new version may have only minor improvements, but advertising can make consumers feel that they need to replace a perfectly usable product. This can lead to unnecessary spending and increase the amount of electronic and other waste. Furthermore, some advertisements may exaggerate the benefits of a new product, making it difficult for consumers to judge whether an upgrade is actually worthwhile.

In conclusion, businesses emphasise the newness of their products mainly to attract customers, compete with other companies and create interest in their brands. Although this can promote innovation and give consumers better choices, I believe its negative effects, particularly unnecessary consumption and waste, should be taken seriously.

AI examiner evaluation

Task Achievement / Task Response — Band 7.5

The response fully addresses all parts of the two-part prompt. The essay clearly explains why businesses emphasize that their products are new, citing consumer curiosity and competitive differentiation, and examines whether this is a positive or negative development by weighing innovation and better choices against unnecessary consumption and electronic waste. A clear position is maintained throughout the essay, and the main ideas are well-developed and supported with relevant examples, such as smartphone manufacturing. The arguments are logical, cohesive, and directly tied to the prompt, fulfilling the criteria for a high band score.

Coherence and Cohesion — Band 7.5

Ideas are logically sequenced and progress naturally throughout the essay. Each paragraph has a clear central topic, starting with an introduction that outlines the writer's position, followed by well-structured body paragraphs addressing the 'why' and the 'positive/negative' aspects, and a concise concluding summary. Paragraphing is used skillfully and appropriately. Cohesive devices such as 'In addition', 'For example', 'However', and 'Furthermore' are managed very well without being overly mechanical. Referencing and substitution are handled smoothly, contributing to overall clarity and smooth readability.

Lexical Resource — Band 6.5

The writer demonstrates a sufficient and flexible range of vocabulary suitable for an academic task. Words and phrases like 'distinguish itself', 'constant consumption', 'exaggerate the benefits', and 'unnecessary spending' show a good grasp of collocation and style. There is an attempt at less common lexical items, and word choices are generally precise. A minor vocabulary slip occurs in the opening sentence ('businesses often emphasis' instead of 'emphasise'), but this is an isolated typographical or slip-of-the-pen error rather than a systematic weakness. Overall, the vocabulary is varied enough to allow fluent expression of complex ideas.

Grammatical Range and Accuracy — Band 7.0

The essay uses a good mix of simple and complex sentence structures, including conditional or concessive clauses such as 'Although this strategy can encourage innovation...' and 'When an advertisement describes a product as...'. The majority of sentences are error-free, and the writer demonstrates strong control over punctuation and grammatical forms. Minor slips, such as the spelling/word-form error in 'emphasis' in the very first sentence, are rare and do not impede communication in any way. Complex structures are handled with adequate flexibility and accuracy to warrant a solid score.

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