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?
Sample Response
Companies often advertise their productsmerchandise as offeringhaving novel features. The reason for this is that product differentiation is often essential for persuading consumers to make a purchasecritical to convincing consumers to purchase. This is a positiveprogressive development as it leads to more informed consumers.
The purpose of commercialsThe motivation for commercials to highlight product innovations is to persuade consumers to purchase the featured products. By communicating the unique features of a product, consumers mayproduct consumers may be convinced to purchasepurchases it. This is because they will see the featured product as being better than others. For instance, every time Apple releases a new version of its iPhonetheir I-phone its new featuresthe new features of it are clearly articulated to potential buyerspurchasers. This highlights the value that can be derived from upgrading your phone to the latest iPhone modellatest version of the Apple brand, which increases the likelihood of a purchase.
This phenomenonThis is phenomenon is highly beneficial to consumers as they become more informed shoppers. By having the information about a product's novel featuresa products unique and novel features savvy consumers are able to make product comparisons and choose the product thatchoose the exact product that best suits their individual needsbest suits their unique circumstances. For instance, I purchased an iPhone 12an I-phone 12 because I saw that it has the highest camera resolution of all phones currently available. As an amateur photographer, the purchase of this phone ensures that I can take the best photos possible with a smartphone, and this feature was well worth the high price tag to me.
In conclusion, companies are choosing to advertise the new features of their products as a way to persuade shoppers to buy thema way of convincing shoppers to purchase their products. This is a highly constructive phenomenon as it is leading to more informed consumers who are making better purchasing decisions.
Why this response received Band 7.5
The essay answers both questions directly, maintains a clear positive position, and supports each main idea with a focused consumer example. Its main weakness is that the benefits argument accepts claims of novelty at face value and could examine more carefully how advertising information helps consumers make sound comparisons. The highest-priority improvement is to add that analytical qualification while correcting the small cluster of agreement, article, and possessive errors.
IELTS Writing Criteria Scores
Task Response
The reason for emphasizing novelty and the writer's positive evaluation are both clear, relevant, and supported with developed examples.
Qualify the argument by considering whether claims of novelty are always reliable enough to make consumers genuinely better informed.
Coherence and Cohesion
The response has a clear progression from thesis to reason, evaluation, and conclusion, with focused paragraphs and effective linking.
Reduce repetition between the introduction and conclusion and make the transition from advertising claims to consumer benefits more analytical.
Lexical Resource
Vocabulary is varied and generally precise, though repeated product-related wording and a few awkward expressions reduce flexibility and naturalness.
Replace repetitive phrasing with concise reference and choose more natural expressions for innovation, upgrading, and purchasing decisions.
Grammatical Range and Accuracy
The response uses varied complex structures effectively, but several conspicuous errors in agreement, articles, and possession remain.
Proofread noun phrases and verb forms carefully, especially expressions such as this phenomenon, products' features, and consumers may purchase.
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IELTS Writing Task 2
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?
Your response
Write the task yourself, then compare your choices with the annotated response.