Band 6.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.0 · Cambridge IELTS 16 · 2026-10-06

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 6.0)

Currently, businesses are focusing on showing how their products are new in some way in their adverstisments in order to grab the attention of the audience and convince them to try it out. I believe that communicating what is new and improved in a product to the customers is a positive development.

The advertisments nowadays are emphasising on the novelty of the product to grab the attention of the audience. When people watch these advertisements, they often end up comparing these products with their competitors. Since the product is advertised in such a way people believe that the improved product is better as it is new in some way. These marketing tactics increase customer engagement and convinces them to try out the product. For example, Apple released a new Iphone every year in September. Even though all the basic features of every Iphone is more or less the same, people often end up buying the latest model. This is because Apple focuses on what is new rather than reiterating what was already present.

I believe this is a positive development as businesses focus on the new and improved features of the products. They clearly communicate how this version of the product is better than the previous ones. These tactics help in grabbing the attention of the customers. For example, everytime a shampoo brand improves their formula, they emphasise what has changed and how this version is more beneficial for the hair than the previous one.

In conclusion, the focus of advertisements nowadays is on emphasising how the product is new in some ways because focusing on novelty grabs the attention of the audience and convinces them to try the product. I think this is a positive development as the brands are communicating how the product is new and improved.

AI examiner evaluation

Task Achievement / Task Response: Band 6.0

The response addresses all parts of the task by discussing both why businesses emphasise novelty in advertising and whether this is a positive or negative development, establishing a clear position. However, some ideas are more fully developed than others. While the explanation regarding consumer engagement and the Apple iPhone example is relevant, the discussion tends to repeat concepts rather than extending them with deeper analysis. For instance, the second body paragraph largely restates that the focus helps grab attention without offering substantial new insights. To reach a higher level, the writer needs to explore the broader economic or psychological implications of novelty marketing with more extended, fully elaborated supporting ideas.

Coherence and Cohesion: Band 6.0

The essay presents a coherent overall arrangement with a clear logical progression from introduction to body paragraphs and a concluding summary. Paragraphing is used appropriately to separate distinct points, such as the reasons behind the trend and the evaluation of whether it is positive. However, cohesion relies on a somewhat mechanical use of transitional devices and repetitive referencing patterns, such as starting multiple sentences with 'These tactics' or 'This is because'. Furthermore, referencing is occasionally imprecise, which prevents the flow from being entirely seamless. To improve cohesion, the writer should employ a wider variety of cohesive devices more flexibly and ensure that referencing links ideas smoothly without overusing formulaic transition phrases.

Lexical Resource: Band 6.0

The vocabulary used is adequate for the task, successfully communicating the writer's ideas. There are attempts to use less common vocabulary and topic-specific terms related to marketing, such as 'customer engagement', 'competitors', and 'novelty'. However, some spelling and word-choice errors are present, including the misspelling of 'advertisments' and 'Iphone', as well as minor collocation inaccuracies like 'emphasising on' instead of simply 'emphasising'. These errors do not impede communication, allowing the reader to follow the argument easily. To achieve a higher score, the writer needs to demonstrate a more precise and flexible command of less common lexical items while eliminating basic spelling mistakes.

Grammatical Range and Accuracy: Band 6.5

The essay displays a satisfactory mix of simple and complex sentence forms, demonstrating an ability to construct multi-clause sentences using conjunctions and relative clauses. There are some errors in grammar and punctuation, such as subject-verb agreement issues in phrases like 'convinces them' instead of 'convince them' and minor article inconsistencies. Nevertheless, these errors are relatively infrequent and rarely impede communication, allowing the overall meaning to remain clear. The presence of both error-free sentences and occasional structural slips aligns well with the expected characteristics of this band level. To move further up, the writer should aim for a higher proportion of error-free complex sentences and greater control over grammatical agreements.

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