Band 6.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.0 · Cambridge IELTS 16 · 2026-10-08

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)

While advertising businesses usually focus on making the product unique in some way, to stand out. I firmly believe that it is a positive step while advertising a product.

It has become easier to copy the product now. There are many products that are exactly the same on the market. For instance, many medicines have the same formula. Yet, some standout more than others. There are many medicines you can apply to your wounds. Dettol was one of the first to come out. However, they used to sting a little when applied to the wound. The ones who copy the idea removed the sting impact when applied on the wound with the slogan that it doesn't burn. What does Dettol do to counter-attack their competitor? They simply added the slogan in their advertisement," it will only work if it burns." Their emphasis on the fact that their product is unique because it burns made it one of the most selling antiseptic.

To put emphasis on the fact that your product is not like others creates a positive impact on the minds of consumers. There are many brands that sell shoes. Why is it that Nike and Adidas charge more for a pair of shoes than other brands? The reason is these brands do not only sell shoes but also an identity to their consumers. Lionel Messi wears Adidas when playing football. Adidas uses those matches as a way to advertise their brands. It develops a positive impact on businesses.

In conclusion, every business tries to stand out by emphasizing the fact that their product is unique. They use slogans or well-known people to create a positive impact on the sub-consciousness of the consumers.

AI examiner evaluation

Task Achievement / Task Response: Band 6.5

You address both parts of the question: you explain that businesses highlight novelty to distinguish similar products and give a clear view that this is positive. The Dettol example illustrates how a distinctive claim can help a brand compete, while the Nike and Adidas example shows how advertising can sell identity as well as footwear. These examples make the response relevant and support your position. However, the explanation of why businesses emphasise newness is mostly about standing out; you could also develop motives such as attracting attention, justifying higher prices, or encouraging repeat purchases. The final paragraph mainly restates your view, so a more developed discussion of possible drawbacks or a sharper synthesis would make the response more complete and convincing.

Coherence and Cohesion: Band 6.0

The response has a recognisable structure: an introduction, two body paragraphs with separate examples, and a conclusion. The progression from product differentiation to brand identity is generally easy to follow, and phrases such as “For instance” and “In conclusion” help signal the stages of the argument. Cohesion is sometimes mechanical, however, and links between claims are not always explicit. For example, the Dettol paragraph moves from the product’s sting to a competitor’s slogan and then to sales success without clearly explaining each step. The opening sentence is also a fragment, which weakens the introduction’s flow. Use clearer topic sentences and explain how each example proves the point before moving to the next idea.

Lexical Resource: Band 6.0

You use an adequate range of vocabulary for the topic, including “unique,” “competitor,” “slogan,” “identity,” and “consumers.” These choices allow you to discuss both product features and brand image, and the meaning is generally clear. There are also attempts at more specific phrasing, such as “counter-attack their competitor,” though this is not a natural collocation in this context. Other expressions are imprecise or awkward, including “standout more,” “the sting impact,” and “one of the most selling antiseptic.” Repetition of “positive impact” and “emphasis” also limits variety. Aim for more precise collocations and vary repeated terms; for example, describe a product as “differentiate itself” or “gain a competitive advantage” rather than repeatedly saying it stands out.

Grammatical Range and Accuracy: Band 6.0

You use a mix of simple and more complex sentence forms, including the question “Why is it that Nike and Adidas charge more…?” and the relative clause “brands that sell shoes.” Most ideas remain understandable, but some grammatical errors and punctuation problems are present. The opening, “While advertising businesses usually focus on making the product unique in some way, to stand out,” is an incomplete sentence because the “while” clause has no main clause. In “The ones who copy the idea removed,” the tense shifts awkwardly from the surrounding present-tense discussion. There are also issues with articles and number, as in “one of the most selling antiseptic,” and punctuation around the quoted slogan. Check that subordinate clauses are completed, maintain consistent tense, and proofread sentence boundaries and quotation punctuation.

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