Band 7.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 7.5 · Cambridge IELTS 15 · 2026-09-28

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 7.5)

Advertising is now part of everyday life, and opinions differ on its power. Some argue that it is extremely successful at persuading people to buy, while others believe it is so widespread that consumers simply ignore it. In my view, advertising remains highly effective, but often in subtle and indirect ways rather than through obvious persuasion.

On the one hand, advertising can be very persuasive. Companies use psychological techniques such as emotional appeals, social proof, repetition, and scarcity. Online advertising is especially powerful because algorithms target users based on their browsing habits, location, and interests. Influencer marketing and personalised social media ads can make products feel trustworthy and desirable. Limited-time offers and “buy now” prompts also encourage impulse purchases. For these reasons, many businesses spend huge budgets on advertising because it clearly influences consumer behaviour.

On the other hand, people are exposed to so many advertisements that they often stop paying conscious attention. Many skip YouTube ads, use ad blockers, or ignore banners and billboards. This “ad blindness” means that a single advertisement may have little direct impact. However, this does not mean advertising is useless. Even when people do not actively notice ads, repeated exposure can build brand familiarity and trust. When a consumer later needs a product, a familiar brand may be chosen automatically.

In my opinion, advertising is still extremely successful, but its power is often cumulative and subconscious rather than immediate. The sheer volume of advertising may reduce attention to each individual ad, yet it also keeps brands present in consumers’ minds. Therefore, the second view is partly true, but it does not prove that advertising has lost its influence.

In conclusion, advertising both persuades directly and works quietly through repetition and targeting. While people may ignore many ads, the overall effect on buying behaviour remains strong.

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 and that it is too common to be noticed—while providing a clear and well-developed personal position throughout. In the introduction, the writer outlines the dual perspectives and states a nuanced view that advertising operates through subtle and indirect persuasion. Body paragraphs extend and support this with relevant ideas, such as psychological techniques, targeted algorithms, and the concept of 'ad blindness' balanced against cumulative brand familiarity. The conclusion neatly reinforces the main thesis. Ideas are thoroughly explored without unnecessary repetition, satisfying all requirements for Band 8 under Task Achievement.

Coherence and Cohesion: Band 7.5

Cohesion and logical progression are managed skilfully throughout the essay. The response follows a clear, traditional structure comprising an introduction, two body paragraphs examining opposing viewpoints, a personal opinion paragraph, and a concise conclusion. Cohesive devices are used naturally and unobtrusively, such as 'On the one hand,' 'On the other hand,' 'However,' and 'Therefore.' Paragraphing is used sufficiently and appropriately, with each paragraph focusing on a distinct central topic. Referencing and substitution are handled smoothly, ensuring that the relationships between ideas are always transparent and easy for the reader to follow.

Lexical Resource: Band 7.5

The writer demonstrates a wide, fluent, and flexible range of vocabulary appropriate for an academic task. Less common lexical items are used skilfully, including terms such as 'psychological techniques,' 'social proof,' 'algorithms,' 'ad blindness,' and 'cumulative and subconscious.' Word choice and collocations are generally accurate and natural, such as 'impulse purchases,' 'brand familiarity,' and 'consumer behaviour.' There are only occasional minor inaccuracies, but these do not impede communication. The lexical range easily satisfies the Band 8 criteria, showing both precision and stylistic awareness.

Grammatical Range and Accuracy: Band 7.5

The essay displays a wide range of complex grammatical structures used with a high degree of control. The majority of sentences are error-free, featuring sophisticated constructions such as conditional meanings, concessive clauses ('Even when people do not actively notice ads...'), and well-integrated participial phrases. Punctuation is accurate, and syntax flows naturally. Only very occasional minor slips occur, which do not detract from the overall clarity and sophistication of the writing. This performance corresponds comfortably to a Band 8 level for grammatical range and accuracy.

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