Band 9.0 IELTS Writing Task 2 Model Answer

Overall Band Score: 9.0 · Cambridge IELTS 15 · 2026-07-28

IELTS Writing Task 2 question

Some people say that advertising is extremely successful at persuading us to buy things. Other people think that advertising is so common that we no longer pay attention to it. Discuss both views and give your own opinion.

Student answer (Band 9.0)

Opinions are divided on whether modern marketing strategies remain highly effective in driving consumer behavior, or if they have become so pervasive that the public has grown indifferent to them. While widespread exposure has undoubtedly bred a degree of consumer desensitization, I believe that advertising has merely evolved, remaining immensely powerful through sophisticated digital targeting.

The Argument for Advertising Success On the one hand, advertising continues to be a formidable tool for persuasion due to its psychological sophistication and algorithmic precision. Modern campaigns no longer just highlight product features; instead, they sell lifestyles, emotional fulfillment, and social status. Furthermore, the advent of big data allows corporations to track online behavior and deliver hyper-personalized content directly to a user's feed. This creates a highly tailored consumer experience where individuals are exposed to products they already desire, making the impulse to purchase almost irresistible.

The Argument for Ad Fatigue On the other hand, many argue that the sheer volume of daily marketing has led to widespread ad fatigue and consumer skepticism. Present-day consumers are bombarded by thousands of promotional messages daily, ranging from television commercials to internet pop-ups. Consequently, this saturation has triggered psychological defenses such as "banner blindness," where users subconsciously filter out promotional content. Moreover, the rising popularity of ad-blocking software and premium ad-free streaming services demonstrates a conscious, active effort by the public to shield themselves from corporate messaging.

In conclusion, while overexposure has undeniably caused traditional, overt advertising to lose some of its potency, marketing as a whole has not lost its efficacy. In my view, advertising has successfully adapted to public indifference by becoming more covert, utilizing influencer partnerships and native digital content to subtly guide consumer spending habits without triggering their defenses.

AI examiner evaluation

Task Achievement / Task Response — Band 9.0

The response fully addresses all parts of the prompt. You have clearly discussed both views regarding the effectiveness of advertising and provided a well-supported personal opinion. The ideas are well-developed, particularly the distinction between traditional overt advertising and modern, covert digital strategies. The position is consistent throughout the essay, and the arguments are logically extended with relevant examples such as 'banner blindness' and 'algorithmic precision'. The response is balanced and demonstrates a high level of critical thinking, meeting all requirements for a high band score.

Coherence and Cohesion — Band 9.0

The essay is logically organized with a clear introduction, two body paragraphs representing the opposing views, and a concise conclusion. Cohesive devices are used effectively and naturally, such as 'On the one hand', 'Furthermore', 'Consequently', and 'In conclusion'. Paragraphing is used appropriately to separate distinct ideas, and the progression of the argument is smooth and easy to follow. There is no evidence of mechanical or repetitive use of linking words, and the referencing is precise throughout the text.

Lexical Resource — Band 9.0

You demonstrate a wide and sophisticated range of vocabulary, which is used with natural control. Phrases such as 'consumer desensitization', 'algorithmic precision', 'hyper-personalized content', and 'covert' show a high level of lexical flexibility. The word choices are precise and contribute to the academic tone of the essay. There are no noticeable errors in word choice or collocation, and the vocabulary is well-suited to the topic of modern marketing and consumer psychology.

Grammatical Range and Accuracy — Band 9.0

The essay displays a wide range of complex sentence structures, including the use of subordinate clauses and varied sentence beginnings. The grammar is highly accurate, with the majority of sentences being error-free. Punctuation is used correctly to enhance clarity, and there are no slips that impede communication. The control over complex grammatical forms is consistent, reflecting a high level of proficiency that allows for the clear expression of nuanced ideas.

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