Band 6.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.5 · Cambridge IELTS 16 · 2026-10-10

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)

Advertising is a powerful tool used by businesses to communicate their goals and unique selling points to customers. Nowadays, professionals frequently utlise their advertising budgets on creating ads which position their goods or services as innovative. In my opinion, this is a positive development for both businesses and consumers, and this essay explains the reasons.

In today's cutting-edge competitve world, it becomes challenging for businesses to differentiate their product from competitors manufacturing similar goods, prompting their marketing teams to think out of the box while developing strategies and commercials. These advertisements are designed to place the company's product as superior to others in terms of newness, influencing the purchasing decisions of the buyer. In a market full of duplicates and substitutes, it is essential for businesses to explain the extraordinary new attributes of their goods in ads to survive. For example, when Campa cola was introduced in India by the Reliance group, commercials emphasises highly on the amount of caffeine added, which was significantly lower than that in other similar aerated drinks, portraying it as a new product. Therefore, information about the newness element of a product is a positive step, as it helps to differentiate product and attract increased sales.

From the consumer's perspective, when companies include the innovative aspect of their product in ad commercials, it states that the user is way ahead of others using a similar product. For example, when a new iPhone is launched, apple tries to highlight the new camera installed, which is not present in the previous models, inspiring people to buy it, and then show off their new mobile phones to others who do not have it. It has a psychological effect on viewers, that "I own something innovative, which no one else has". In addition to that, there are some people who are interested in trying innovative products launched in the market, and thus, to target such customers, businesses add the innovative element to their ads.

In conclusion, with advancements in technlogy, newer products are being launched every now and then, and ,hence, businesses are actively making ads which portray the newness of their goods and stay relevant.

AI examiner evaluation

Task Achievement / Task Response: Band 6.5

Your position is clear from the introduction: you consider the emphasis on newness positive for both businesses and consumers, and you address both why companies do it and whether it is beneficial. The competition and product-differentiation explanation is relevant, and the Campa Cola and iPhone examples help illustrate your points. However, the consumer benefit is less fully established: the idea that owning an innovative product lets users “show off” describes a motive, but does not explain in depth why this is positive for consumers overall. The conclusion restates the trend but does not bring the reasons together or reinforce the positive judgement. Develop the consumer argument further and make the final position more explicit.

Coherence and Cohesion: Band 6.5

The response has a clear overall structure, with an introduction, separate paragraphs on businesses and consumers, and a conclusion. The progression from competition to consumer behaviour is easy to follow, and examples are placed alongside the relevant claims. Some linking is effective, such as “For example” and “In addition to that,” but transitions can feel mechanical, and the conclusion does not fully synthesise the preceding discussion. There are also places where connections between claims could be clearer: the move from a product’s new features to consumers feeling “way ahead of others” needs a more explicit explanation. Use a wider range of natural transitions and clearer referencing, and ensure each paragraph develops one connected line of reasoning.

Lexical Resource: Band 6.5

You use an adequate range of topic vocabulary, including “unique selling points,” “differentiate,” “substitutes,” “innovative,” and “purchasing decisions.” These choices show an attempt to use less common language, and the meaning is generally clear. However, some word choices and collocations are inaccurate or awkward, such as “place the company's product as superior,” “amount of caffeine added,” and “ads which portray the newness.” There are also spelling errors, including “utlise,” “competitve,” and “technlogy,” which reduce accuracy. Aim for more natural combinations such as “position a product as superior,” “caffeine content,” and “highlight a product’s novelty.” Proofreading spelling and choosing precise collocations would make your vocabulary more controlled.

Grammatical Range and Accuracy: Band 6.5

You use a mix of simple and complex sentence forms, including subordinate clauses such as “when companies include the innovative aspect…” and “which is not present in the previous models.” Most sentences communicate the intended meaning, but some grammatical errors remain. For example, “commercials emphasises” has a subject–verb agreement problem, while “helps to differentiate product” needs an article or plural form. The sentence beginning “It has a psychological effect on viewers, that…” has faulty punctuation and clause connection, and “there are some people who are interested…” is followed by an awkwardly connected purpose clause. Work on agreement, articles, and punctuation around clauses, and revise long sentences so their grammatical relationships are clear.

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