Band 7.5 IELTS Writing Task 2 Model Answer
Overall Band Score: 7.5 · Cambridge IELTS 15 · 2026-08-29
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 7.5)
Advertising is a ubiquitous feature of modern life, and opinions are divided over its actual effectiveness. While some believe it strongly influences consumer behaviour, others argue that its sheer prevalence has caused people to become desensitised to it. This essay will examine both perspectives before presenting my own view.
On one hand, there is strong evidence that advertising remains a highly effective persuasive tool. Companies invest enormous sums in marketing precisely because it works, using psychological techniques such as repetition, emotional appeal, and celebrity endorsement to shape consumer preferences. For instance, a well-crafted advertisement can create a sense of need for a product that consumers previously had no interest in, or can build brand loyalty that lasts for years. The continued growth of the global advertising industry suggests that businesses see measurable returns on this investment.
On the other hand, many people argue that constant exposure to advertisements has led to a kind of "banner blindness," where individuals subconsciously filter out promotional content. With advertisements appearing on television, social media, billboards, and even mobile apps, consumers are bombarded with thousands of messages daily, making it difficult for any single advertisement to stand out. Consequently, many viewers scroll past online adverts or mute television commercials without registering their content at all.
In my opinion, both views hold some truth, but advertising's influence has evolved rather than disappeared. While people may consciously ignore obvious adverts, more subtle marketing techniques, such as influencer partnerships and targeted online ads, continue to shape purchasing decisions effectively, often without consumers realising it.
AI examiner evaluation
| Criterion | Band |
|---|---|
| Task Achievement / Task Response | 7.5 |
| Coherence and Cohesion | 7.5 |
| Lexical Resource | 7.5 |
| Grammatical Range and Accuracy | 7.5 |
| Overall | 7.5 |
Task Achievement / Task Response — Band 7.5
The response fully addresses all parts of the task. You have clearly discussed both views—the effectiveness of advertising and the phenomenon of consumer desensitisation—and provided a clear, personal opinion in the conclusion. The ideas are well-developed, particularly the distinction between 'obvious' and 'subtle' marketing techniques. The position is consistent throughout the essay, and the arguments are supported with relevant examples such as 'celebrity endorsement' and 'banner blindness'. The essay is balanced and meets all requirements of the prompt effectively.
Coherence and Cohesion — Band 7.5
The essay is logically organised with a clear progression of ideas. Each paragraph has a central topic sentence, and the transition between the two opposing views is smooth, using appropriate cohesive devices like 'On one hand', 'On the other hand', and 'Consequently'. Paragraphing is used effectively to separate the different stages of the argument. The flow of information is natural, and referencing is clear throughout the text, making the essay easy to follow and coherent.
Lexical Resource — Band 7.5
You demonstrate a wide and flexible range of vocabulary. The use of terms such as 'ubiquitous', 'desensitised', 'banner blindness', and 'subtle marketing techniques' shows a high level of lexical control and precision. The vocabulary is used naturally and accurately in context, which contributes to the sophisticated tone of the essay. There are no noticeable errors in word choice or collocation, and the language is well-suited to an academic discussion.
Grammatical Range and Accuracy — Band 7.5
The essay displays a wide range of grammatical structures with high accuracy. You successfully use complex sentences, such as the conditional-like structure 'While people may consciously ignore... more subtle marketing techniques... continue to shape purchasing decisions', and participial phrases like 'using psychological techniques such as...'. The majority of sentences are error-free, and the punctuation is used correctly to enhance clarity. The control over grammar is consistent, and there are no significant errors that impede communication.
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