Band 7.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.5 · Cambridge IELTS 15 · 2026-09-15

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 one of the most pervasive features of modern society, influencing consumers through television, social media, websites and public spaces. While some people believe that advertisements remain highly effective in persuading individuals to purchase products, others argue that their constant presence has caused people to become indifferent to them. In my view, although excessive advertising can lead to advertising fatigue, carefully targeted and persuasive campaigns can still have a substantial impact on consumer behaviour.

On the one hand, advertising can strongly influence people's purchasing decisions by appealing to their emotions, needs and aspirations. Modern companies no longer rely solely on simply describing the features of a product; instead, they often associate their brands with success, attractiveness, happiness or social status. Moreover, digital platforms enable businesses to target specific groups according to their interests, searches and online behaviour. This makes advertisements far more relevant and potentially persuasive. For example, a person who frequently searches for fitness-related products may repeatedly encounter advertisements for sportswear or gym equipment, which could eventually encourage an unplanned purchase.

On the other hand, people are exposed to such an enormous quantity of advertising that many have become skilled at filtering it out. Consumers routinely skip online advertisements, ignore promotional emails and change channels during television commercials. This phenomenon is particularly evident on social media, where users can scroll past sponsored content within seconds. Furthermore, repeated exposure to exaggerated claims may make consumers sceptical of advertising altogether. For instance, if a person continually sees advertisements promising unrealistic results from beauty or weight-loss products, they may become less willing to trust similar promotional messages in the future.

Nevertheless, I believe it would be an exaggeration to say that advertising has lost its effectiveness. Its influence has simply become more selective. Advertisements that are relevant, credible and creatively presented can still attract attention and shape purchasing decisions, whereas repetitive or intrusive promotions are much more likely to be ignored. In other words, modern consumers may not respond to advertising in general, but they can still be highly responsive to advertising that meets their particular interests and needs.

In conclusion, although the overwhelming amount of advertising has undoubtedly made people more resistant to conventional promotional messages, advertising remains a powerful influence on consumer behaviour. I therefore believe that its success depends less on how frequently people see advertisements and more on how relevant, trustworthy and persuasive those advertisements are.

AI examiner evaluation

Task Achievement / Task Response — Band 7.5

The response fully addresses all parts of the task by discussing both views—that advertising is extremely successful at persuading buyers and that it is too common to be paid attention to—while also presenting a clear, well-developed personal opinion. The position is maintained throughout the essay. Ideas are extended and supported well, such as when the student explains how digital platforms target specific groups or how repeated exposure to exaggerated claims leads to consumer scepticism. The arguments flow logically from the introduction through the body paragraphs to a strong concluding summary, fulfilling the Band 8 descriptor criteria for Task Achievement completely.

Coherence and Cohesion — Band 7.5

The essay demonstrates a clear logical organisation and progression throughout. Information and ideas are structured cohesively, using appropriate transitional phrases such as 'On the one hand', 'On the other hand', 'Nevertheless', and 'In conclusion'. Paragraphing is used sufficiently and appropriately, with each paragraph focusing on a distinct central topic. Referencing and substitution are handled smoothly, contributing to the seamless flow of the text. Cohesive devices are managed with flexibility, placing this response firmly in the Band 8 category for Coherence and Cohesion.

Lexical Resource — Band 7.5

The student uses a wide, fluent, and flexible range of vocabulary suited to the academic task. Less common lexical items such as 'pervasive', 'advertising fatigue', 'sceptical', and 'intrusive promotions' are integrated skilfully. Word choice and collocation are generally very accurate, with only minor lexical slips. The language allows for precise and sophisticated expression of ideas, demonstrating a strong command of lexical resource that aligns well with the Band 8 descriptors.

Grammatical Range and Accuracy — Band 7.5

The essay displays a wide range of grammatical structures. Complex sentences, such as 'While some people believe that advertisements remain highly effective in persuading individuals to purchase products, others argue that their constant presence has caused people to become indifferent to them', are used accurately and flexibly. The majority of sentences are error-free, and punctuation is handled correctly throughout. Control over grammar is strong, with only very occasional minor flaws, fully satisfying the requirements for a Band 8 score in this criterion.

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