Band 7.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.5 · 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 7.5)

In today’s highly competitive marketplace, businesses frequently highlight the novelty of their products in advertisements, whether by promoting a new feature, improved design, or innovative technology. This is largely because consumers are attracted to products that appear more advanced than existing alternatives. Although this trend can encourage innovation and provide consumers with better products, I believe it is negative when novelty is emphasised merely as a marketing strategy.

One major reason companies stress the newness of their products is that it helps them differentiate themselves from competitors. In markets where numerous brands offer similar goods, presenting a product as “new and improved” can capture consumers’ attention and create the impression that it offers greater value. Furthermore, people often associate new technology with greater efficiency, convenience, and quality. For example, smartphone manufacturers regularly advertise upgraded cameras, processors, and artificial-intelligence features, even when the differences between successive models may be relatively minor. Such advertising can encourage existing customers to replace products that are still perfectly functional.

Nevertheless, this development can have positive consequences. Competition based on innovation can motivate companies to invest in research and development and improve their products. As a result, consumers may benefit from safer, more efficient, and more convenient goods. For instance, the development of energy-efficient household appliances has allowed consumers to reduce electricity consumption while also encouraging manufacturers to develop increasingly sustainable technologies. In this respect, advertising genuine improvements can inform consumers and stimulate technological progress.

However, emphasising novelty can also encourage unnecessary consumption. Companies may portray relatively insignificant modifications as major innovations, leading consumers to purchase new versions of products they do not actually need. This not only increases household expenditure but can also contribute to environmental problems by increasing the amount of electronic and other consumer waste. For example, replacing a smartphone simply because a newer model has a slightly better camera may provide little practical benefit while contributing to the growing volume of discarded electronic devices.

In conclusion, businesses emphasise the newness of their products primarily to attract consumers and distinguish themselves from competitors. While this practice can promote genuine innovation and give consumers access to improved products, its tendency to encourage unnecessary purchases makes it a largely negative development when novelty is exaggerated or has little practical value.

AI examiner evaluation

Task Achievement / Task Response: Band 7.5

The response fully addresses all parts of the task by explaining why businesses emphasise product novelty and presenting a clear, well-developed position on whether this is a positive or negative development. The writer successfully explores both sides of the argument—acknowledging that marketing novelty drives innovation and gives consumers better products, while arguing that it ultimately encourages unnecessary consumption and waste when exaggerated. Ideas are well supported with relevant examples, such as smartphone manufacturers upgrading cameras and the development of energy-efficient household appliances. The position is maintained cohesively throughout the essay, demonstrating a high level of task response that satisfies the criteria for Band 8.0.

Coherence and Cohesion: Band 7.5

The essay displays a clear logical organisation and progression throughout. Each paragraph has a distinct central topic, moving smoothly from the introduction to reasons for highlighting novelty, the positive consequences, the negative consequences, and a balanced conclusion. Cohesive devices such as 'Furthermore', 'Nevertheless', 'As a result', and 'However' are used flexibly and appropriately to guide the reader through the argumentation. Paragraphing is managed skilfully, and referencing throughout the text remains clear and precise. There are no notable faults in cohesion, justifying a strong Band 8.0 rating for this criterion.

Lexical Resource: Band 7.5

The writer demonstrates a wide, flexible, and natural range of vocabulary appropriate for an academic task. Less common lexical items and collocations are used skilfully and accurately, such as 'competitive marketplace', 'differentiate themselves', 'consequences', 'household expenditure', and 'discarded electronic devices'. Word choice is precise, and there are virtually no lexical errors or inappropriate collocations. The terminology flows naturally and aids the clear communication of complex ideas, meeting the requirements for a Band 8.0 score in lexical resource.

Grammatical Range and Accuracy: Band 7.5

The essay exhibits a wide range of complex sentence structures, including conditional and participial clauses, used with a high degree of accuracy. The majority of sentences are error-free, and complex forms such as 'whether by promoting a new feature, improved design, or innovative technology' and 'Companies may portray relatively insignificant modifications as major innovations, leading consumers to purchase...' are handled with confidence. Punctuation is accurate, and minor slips are extremely rare and non-systematic. Control over grammar is strong and consistent, matching the descriptors for Band 8.0.

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