Band 6.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.5 · Cambridge IELTS 16 · 2026-09-19

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 6.5)

In the current era, businesses and large enterprises work to establish a unique position for their product, something completely different from what their competitors are selling, especially through advertising and marketing. This essay illustrates the factors contributing to the implementation of this approach and discusses my strong support for it as a positive development.

There are two reasons why businesses use advertising to showcase their product's uniqueness. First and foremost, portraying their items as new creates curiosity among the buyers, which ultimately convinces them to purchase them. Additionally, buying trends have now changed from need to luxury. Every individual is convinced to own something that only they have, to show off; therefore, businesses use this psychological state and hire celebrities to endorse their products. Moreover, if the products are aesthetically pleasant or come with additional products, it positions them differently from what other enterprises are offering. Such as, the Tapal Danedar Tea brand of Pakistan uses heart-touching songs and themes to build a certain emotion associated with the tea product and also adds some gifts and prizes to it. We also bought one once even though we are users of Lipton tea, and we won a tray with it.

I strongly agree that using advertising to display a product as something new and different from your competitors is a good approach to attract your audience, as long as your marketing has reliable information. I mean, I think if your product really has something different, even it could be packaging, or it could be the way it functions, or it could be cheaper in price, or it could have, like, a two-in-one function, then it could be a right and credible way of showcasing it as a new one. But if it isn't, then it would be a total misguide to the customers, and then businesses will lose their trust and loyalty to the brand. Using advertising creativity along with credible information can help increase sales of goods from those companies.

AI examiner evaluation

Task Achievement / Task Response — Band 6.5

The response successfully addresses all parts of the prompt, exploring the reasons behind businesses emphasising new products in advertising, such as creating curiosity and tapping into psychological shifts toward luxury and status. The writer presents a clear position throughout the essay, arguing strongly that this is a positive development provided the advertising relies on credible information. Ideas are extended and supported with relevant examples, such as the discussion of psychological states and consumer trends, alongside a specific personal example regarding the Tapal Danedar Tea brand in Pakistan. While the development of ideas could be slightly more rigorous in places, the task is fully covered, fulfilling the criteria for a Band 7.0.

Coherence and Cohesion — Band 6.5

The essay displays clear logical organisation and progression throughout. The response is divided into logical paragraphs, with a suitable introduction, body paragraph, and conclusion. Cohesive devices such as 'First and foremost', 'Additionally', 'Moreover', and 'Furthermore' are used to guide the reader through the arguments. However, referencing and transitional phrases occasionally feel a bit mechanical or repetitive, such as the frequent use of 'it could be' in the final paragraph. Paragraphing is used sufficiently and appropriately, but the flow between some sentences in the conclusion could be smoother. These features firmly align with a Band 6.5 to 7.0, and leaning towards the positive organisation grants a solid Band 7.0.

Lexical Resource — Band 6.0

The writer demonstrates a sufficient range of vocabulary for the task, allowing for some flexibility and precision with terms like 'psychological state', 'enterprise', 'credibility', and 'endorse'. There are attempts to use less common lexical items, though occasional inaccuracies in word choice occur, such as writing 'misguide to the customers' instead of 'misguiding customers' or 'total misguidance'. Spelling and word-formation are generally adequate and never impede communication. The lexical range is strong enough to comfortably meet the Band 6.5 criteria, displaying good attempts at sophisticated phrasing alongside some conversational filler.

Grammatical Range and Accuracy — Band 6.0

The writer exhibits a mix of simple and complex sentence forms, incorporating relative clauses and conditional structures successfully. There is a good variety of complex structures employed, such as 'if your product really has something different, even it could be packaging...'. However, there are noticeable grammatical errors and awkward phrasing, including run-on sentences and slight punctuation issues in the final paragraph ('I mean, I think if...'). While errors persist, they rarely impede communication, and the writer maintains a good level of control over basic and intermediate structures, fitting the Band 6.0 profile well.

See this exact question answered at other band scores — the same prompt compared across bands.

Browse more IELTS Writing model answers or get your own writing scored by the same AI examiner.