Band 7.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.0 · Cambridge IELTS 16 · 2026-09-28

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)

In contemporary society, advertising often underscores the novelty of products. While this trend offers certain benefits, I maintain that it constitutes a predominantly adverse development.

On one hand, advocates of this advertising approach suggest that it plays a crucial role in introducing distinct brands to their intended audience while simultaneously reducing costs for both consumers and companies. Through effective advertising, organizations can elevate awareness of their products, informing consumers about the advantages and features of new items. For instance, when potential buyers are exposed to advertisements, they develop a sense of familiarity with the brand, which can subsequently enhance customer loyalty. Furthermore, advertising facilitates direct communication between producers and their target demographic, thereby eliminating intermediaries and lowering consumer expenditures, while potentially increasing profit margins for manufacturers. The diverse array of advertising formats and platforms available today empowers businesses to launch impactful advertising campaigns without incurring exorbitant costs.

Conversely, the pervasive emphasis on novelty in advertising is accompanied by several drawbacks, disproportionately affecting consumers. The saturation of repetitive advertisements can engender a negative perception of marketing in general. Customers often find themselves alienated by aggressive marketing tactics, which may discourage engagement with particular brands. Moreover, the proliferation of misleading information about products can result in consumers being misled or defrauded. Advertisements frequently make exaggerated and deceptive claims regarding the efficacy of their products. In addition, advertisers often employ impersonal and unidirectional communication strategies that may confuse customers and leave them without necessary means to seek clarification on their inquiries.

In conclusion, while advertising predominantly aims to inform consumers and is designed to be economically efficient, it can also give rise to a myriad of socio-economic challenges. Consequently, I assert that this trend should be regarded as a largely negative development.

AI examiner evaluation

Task Achievement / Task Response: Band 6.5

The candidate addresses all parts of the task fully. The introduction presents a clear position throughout, stating that while there are benefits, the emphasis on novelty is a predominantly adverse development. The body paragraphs thoughtfully examine both sides of the prompt. First, the writer explores why businesses emphasise newness, noting advantages like introducing distinct brands and reducing costs through effective marketing. The second body paragraph shifts to the negative aspects, discussing how repetitive advertising and misleading claims alienate consumers and create socio-economic challenges. Ideas are well-extended and supported with relevant examples of marketing practices, matching the Band 7 descriptor well.

Coherence and Cohesion: Band 7.5

The essay displays a clear logical organisation and progression throughout. Each paragraph has a distinct central topic, with the first body paragraph beginning with 'On one hand,' and the second with 'Conversely,' providing clear signaling to the reader. Cohesive devices such as 'furthermore,' 'consequently,' and 'while' are used flexibly and appropriately. Paragraphing is used sufficiently to separate the introduction, two distinct main body viewpoints, and the conclusion. There is a cohesive flow from general statements to specific examples, demonstrating strong overall control of textual cohesion.

Lexical Resource: Band 6.5

The student demonstrates a sufficient and often impressive range of vocabulary with good awareness of style and collocation, using items such as 'contemporary society,' 'predominantly adverse development,' 'intermediaries,' and 'socio-economic challenges.' There is successful usage of less common lexical choices. However, there are minor awkwardness issues or slight word-choice inaccuracies, such as stating that advertising 'reduces costs for both consumers and companies' through direct communication, which stretches economic logic slightly, or the phrase 'without necessary means to seek clarification on their inquiries.' Nonetheless, the vocabulary is varied enough to allow precise conveyance of meaning, earning a solid Band 7.

Grammatical Range and Accuracy: Band 7.5

The writer utilises a wide variety of complex sentence structures with frequent error-free sentences, demonstrating excellent control of grammar and punctuation. Examples of complex structures include 'While this trend offers certain benefits, I maintain that it constitutes...' and 'Customers often find themselves alienated by aggressive marketing tactics, which may discourage engagement...' Minor slips occur occasionally, such as 'without necessary means' lacking an article, but these do not impede communication. The control over subordinate clauses, participial phrases, and relative clauses indicates a high level of grammatical competence appropriate for a Band 8.

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