Band 6.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.5 · Cambridge IELTS 16 · 2026-10-17

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)

Businesses these days emphasise things that make their product different in some way in their advertisements, as most of the people are now developing their own businesses instead of working 9-to-5 in a company. In my opinion, this is a negative development because the products they are promoting may not meet the claims they made while advertising and influence other brands with quality products. In this essay, I will explain the reason behind this approach and discuss how it can be a negative development.

Nowadays, many people believe in building their own business rather than working as an employee because the promotion of brands is now less challenging due to social media, where influencers can be enough to advertise one's product. The availability of various products is more common in today's markets, and for this reason, businesses focus on new ways that can differentiate and make their product unique from others. For instance, a skin care brand like Pond's makes changes in product packaging and pays famous actresses to appear in its advertisements. This approach attracts more customers and results in selling more productsof te company.

In contrast, the product they are selling might not satisfy the expectations of the customers. For example, some clothing brands show good quality of fabric with beautiful embroidery in their advertisements, but when customers order it, they receive poor quality fabric with damaged embroidery. This also influences other promising brands, as customers may find it challenging to trust them due to everyday scams.

To conclude the essay, businesses are now using different strategies to make their product unique, but this sometimes results in negative outcomes because product quality and claims in advertisements do not match the actual product.

AI examiner evaluation

Task Achievement / Task Response: Band 6.0

You address both parts of the prompt: you explain that businesses highlight novelty to stand out in crowded markets and give a clear view that this is negative. The examples of Pond’s advertising and clothing ordered online help illustrate your points. However, the explanation of why businesses stress newness is not fully focused: the claim that more people are starting businesses because of social media does not directly explain why established businesses emphasise product novelty. The negative effects are more clearly developed, but the point about harming other quality brands is only briefly stated. To strengthen the response, explain the link between novelty-based advertising and competition, then develop each consequence with a clearer cause-and-effect explanation.

Coherence and Cohesion: Band 6.5

The response has a clear overall structure, moving from an introduction to an explanation, a contrasting paragraph about drawbacks, and a conclusion. Paragraphs generally have identifiable purposes, and signposts such as “For instance” and “In contrast” help readers follow the argument. This meets the lower-band expectation of coherent arrangement and shows some effective progression. At times, however, connections are mechanical or unclear. The opening moves from businesses emphasising difference to people starting businesses without explaining the relationship, and “This also influences other promising brands” has an unclear reference. Use more precise links between claims and examples, and make each paragraph’s central point explicit before supporting it.

Lexical Resource: Band 6.0

You use an adequate range for the topic, including “differentiate,” “unique,” “expectations,” and “quality of fabric,” and the meaning is generally clear. There are also attempts at more specific business vocabulary, such as “promotion of brands” and “product packaging.” Some choices are imprecise or unnatural, however: “selling more productsof te company” appears to contain a typing error and an awkward phrase, while “promising brands” does not clearly express the intended idea. Repetition of “product” and “advertisements” also limits flexibility. Aim for more natural collocations and check spelling carefully; for example, “increase the company’s sales” is clearer than “selling more products of the company.”

Grammatical Range and Accuracy: Band 6.5

You use a mix of simple and complex sentence forms, including subordinate clauses such as “because the products they are promoting may not meet the claims” and a contrast structure beginning “but when customers order it.” Most sentences communicate the intended meaning, and the errors do not generally obstruct understanding. Some grammatical control is inconsistent: “most of the people are now developing” uses an awkward article and present-progressive form for a general trend, and “make their product unique from others” has an unclear comparison structure. The sentence about social media and influencers is also long and difficult to control. Practise concise complex sentences, checking articles, agreement, and how comparisons are formed.

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