Band 7.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.0 · Cambridge IELTS 16 · 2026-09-17

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, many businesses highlight the novelty of their products in advertisements, often claiming that they have introduced new features or improved their existing products. This is mainly because companies want to attract customers and remain competitive. Although this strategy can encourage innovation, I believe that it can also have negative consequences when businesses exaggerate the importance of minor change.

There are several reasons why companies emphasise the new aspects of their products. First, consumers are generally attracted to new and innovative products because they may offer improved features or greater convenience. Therefore, describing a product as “new” can attract people's attention and encourage them to make a purchase. Second, this strategy allows businesses to distinguish their products from those of their competitors. For example, a smartphone manufacturer may advertise a newly released model by focusing on its improved camera, battery life or software, even if most of its other features remain similar to those of the previous model. Furthermore, advertising new versions can persuade existing customers to replace products that they already own.

is development has both positive and negative aspects. On the positive side, competition between companies can motivate them to improve their products and develop new technologies. As a result, consumers may benefit from better-quality goods and more convenient services. However, businesses sometimes present relatively minor modifications as major innovations. This can encourage unnecessary consumption, as people may purchase a new product even when their existing one is still functional. It can also create unrealistic expectations among consumers if advertisements make products appear more innovative than they actually are. Therefore, the impact largely depends on whether the advertised improvements are genuine and useful.

In conclusion, businesses emphasise the new features of their products mainly to attract consumers, differentiate themselves from competitors and increase sales. While this practice can promote innovation and provide consumers with improved products, it can also encourage unnecessary purchasing when companies exaggerate minor changes. Overall, I consider the development beneficial when advertisements accurately represent meaningful improvements.

AI examiner evaluation

Task Achievement / Task Response — Band 7.0

The response fully addresses all parts of the prompt by explaining why businesses emphasise new features in advertising and presenting a well-reasoned opinion on whether this development is positive or negative. The writer maintains a clear position throughout the essay. Ideas are well-developed and supported with relevant examples, such as the smartphone manufacturer advertising improved cameras or battery life. The arguments regarding consumer attraction, market competition, and unnecessary consumption are logically extended, fulfilling the requirements for Band 7.5 or 8.0.

Coherence and Cohesion — Band 7.5

The essay demonstrates clear logical organisation and progression throughout. Each paragraph has a distinct central topic, starting with an introduction that outlines the stance, followed by well-structured body paragraphs exploring the causes and the dual nature of the development. Cohesive devices are used effectively to connect ideas, such as "First", "Second", "Furthermore", and "On the positive side". Paragraphing is managed appropriately and logically guides the reader through the discussion, ensuring seamless transitions between arguments.

Lexical Resource — Band 6.5

The student uses a sufficient and appropriate range of vocabulary for an academic essay. Less common lexical items are employed with good awareness of style and collocation, such as "novelty", "distinguish their products", "unnecessary consumption", and "genuine and useful". Word choice is generally accurate, and vocabulary effectively conveys the intended meaning without awkward phrasing. There are no noticeable spelling or word-choice errors, demonstrating steady control over lexical features.

Grammatical Range and Accuracy — Band 7.5

The response features a good mix of complex and simple sentence structures. The writer employs varied subordinate clauses effectively, as seen in sentences like "Although this strategy can encourage innovation, I believe that it can also have negative consequences when businesses exaggerate the importance of minor change." The majority of sentences are error-free, and grammar and punctuation are handled with strong control. There is a minor typo in the third paragraph ("is development"), but this is an isolated mechanical slip that does not impede communication.

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