IELTS Writing Task 2: in their advertising business nowadays

In their advertising business nowadays they usually emphasise that their products are new in some way. Why is this? Do you think it is a positive or negative development?

The modern advertising landscape presents a fascinating phenomenon that IELTS candidates frequently encounter in IELTS Writing Task 2. When businesses emphasize novelty in their advertising business nowadays, they tap into fundamental consumer psychology while creating compelling marketing narratives that drive purchasing decisions across global markets.

Understanding the Essay Structure: ‘In Their Advertising, Businesses Nowadays…’

Some task 2 IELTS essay types ask you to both analyze causes and evaluate an outcome. A common example involves companies emphasizing that their products are “new” in advertising. This essay type requires more than stating your opinion. You must explain why this trend is occurring and then argue whether the trend is positive or negative — while keeping both parts smoothly connected within a clear structure.

This is a two-part mixed question combining:

• Cause analysis
• Personal evaluation

Success depends on addressing both components equally, using relevant examples and logical transitions — not splitting the essay into disjointed halves.

Suggested Essay Outline for This Two-Part Question

Before writing your essay, it’s important to have a clear plan that addresses both parts of the question: the reasons behind advertising novelty and its broader impact on society. The outline below offers a logical structure to ensure your response remains focused, balanced, and fully meets IELTS Task 2 requirements.

Introduction:

• Paraphrase the given statement about businesses emphasizing novelty in their advertising business nowadays.
• Provide brief background context about modern advertising trends and consumer behavior.
• Clearly state your stance on whether this development is positive or negative.

Body Paragraph 1:

• Introduce the first part of the question: Why do businesses emphasize that their products are new?
• Explain the primary causes including market saturation, consumer psychology, and competitive pressures.
• Give supporting reasons such as differentiation needs, technological advancement enabling rapid development, and social media accelerating trend cycles.

Body Paragraph 2:

• Introduce the second part of the question: Is emphasizing novelty in their advertising business nowadays a positive or negative development?
• Evaluate arguments on both sides – benefits like genuine innovation encouragement and economic growth versus drawbacks like environmental waste and consumer manipulation.
• Give your opinion on which perspective you agree with more, supported by specific examples and reasoning.

Conclusion:

• Summarize the main points about why businesses emphasize novelty and the implications of this trend.
• State which side you agree with more regarding whether this represents positive or negative development for society.

Sample Essays for In Their Advertising Business Nowadays (All Band Levels)

Band 5.5-6.5 Sample Response

Modern companies often emphasize that their products are new in their advertising business nowadays because they want people to buy more things. I think this is mostly bad for society because it makes people spend money on things they don’t really need.

There are several reasons why businesses highlight that their products are new. First, many markets have too many similar products, so companies need to make their products seem different from others. When customers see something labeled as “new,” they think it might be better than old products. Second, people naturally like new things because they hope new products will solve their problems better than existing ones. Another important reason is competition between companies. When one company says their product is new and improved, other companies must do the same to stay competitive in their advertising business nowadays.

However, I believe this trend has more negative effects than positive ones. Companies often mislead customers about how new their products really are, just changing small details like packaging or adding unnecessary features. This tricks customers into buying products they don’t need, wasting their money and creating more garbage that harms the environment. Many advertisements make false claims about improvements that don’t actually exist.

On the positive side, some companies do create genuinely innovative products when they focus on novelty in their advertising business nowadays. These real improvements can make people’s lives better and help the economy grow through increased sales and job creation.

In conclusion, businesses emphasize novelty mainly because of market competition and consumer psychology. Although this can sometimes lead to real innovation, I think it mostly causes negative effects by encouraging wasteful consumption and misleading advertising practices.

(Word count: 289)

Band 6.5-7.5 Sample Response

Contemporary advertising strategies consistently highlight product novelty as a central marketing theme, reflecting fundamental changes in consumer behavior and market dynamics. This phenomenon stems from multiple interconnected factors within modern business environments, and while it generates certain benefits, the overall impact on society appears predominantly negative due to its contribution to unsustainable consumption patterns.

The emphasis on novelty in their advertising business nowadays primarily originates from intensified market saturation across virtually all consumer sectors. Companies operating in mature markets struggle to differentiate their offerings from competitors, making novelty claims essential for capturing consumer attention and maintaining market share. Additionally, consumer psychology strongly favors new products, as customers associate novelty with improved functionality, enhanced quality, and social status advancement.

Technological advancement further accelerates this trend by enabling rapid product development cycles and creating genuine opportunities for innovation. Companies leverage these capabilities to introduce frequent product updates, often accompanied by substantial marketing campaigns that emphasize revolutionary improvements. Social media platforms amplify this effect by creating accelerated trend cycles that pressure businesses to continuously present fresh offerings to maintain relevance among younger demographics.

Despite these compelling business rationales, the societal implications of emphasizing novelty in their advertising business nowadays remain largely problematic. This marketing approach frequently promotes planned obsolescence, encouraging consumers to replace functional products unnecessarily and contributing significantly to environmental degradation through increased waste generation. Furthermore, many novelty claims prove superficial, involving minor cosmetic changes rather than meaningful improvements, thereby misleading consumers and undermining informed purchasing decisions.

Nevertheless, authentic innovation occasionally emerges from this competitive environment, driving technological progress and improving quality of life through genuinely beneficial product developments. These positive outcomes, however, appear insufficient to offset the broader negative consequences of manipulative marketing practices.

In conclusion, businesses emphasize product novelty primarily due to competitive pressures and consumer psychology, but this trend predominantly harms society by promoting wasteful consumption despite occasional innovative breakthroughs.

(Word count: 318)

Band 7.5+ Sample Response

The pervasive emphasis on product novelty within contemporary advertising represents a sophisticated marketing phenomenon rooted in complex market dynamics and consumer psychology. While businesses strategically leverage novelty claims in their advertising business nowadays to navigate increasingly competitive environments, this practice predominantly constitutes a detrimental development that exacerbates unsustainable consumption patterns and undermines authentic innovation.

Multiple interconnected factors drive the ubiquitous focus on novelty within modern advertising strategies. Market saturation across diverse industries compels companies to differentiate their offerings through perceived innovation, as traditional competitive advantages become increasingly difficult to maintain. Consumer psychology inherently gravitates toward novelty, with individuals subconsciously associating new products with superior performance, enhanced social status, and problem-solving capabilities that existing alternatives supposedly lack.

The proliferation of digital platforms and social media environments has dramatically accelerated trend cycles, creating unprecedented pressure for businesses to continuously refresh their product portfolios and marketing messages. Companies recognize that in their advertising business nowadays, static offerings quickly lose relevance among digitally-native consumers who expect constant innovation and improvement. Additionally, globalization has homogenized many markets, forcing businesses to emphasize novelty as a primary differentiation strategy in increasingly commoditized sectors.

However, this emphasis on novelty fundamentally undermines sustainable consumption practices and authentic innovation development. The majority of novelty claims prove superficial, involving cosmetic modifications or minor feature additions that provide negligible functional improvements while commanding premium pricing. This deceptive practice manipulates consumer decision-making processes and contributes to planned obsolescence strategies that generate substantial environmental waste through shortened product lifecycles.

Furthermore, the obsessive focus on perceived novelty in their advertising business nowadays diverts resources from genuine research and development initiatives toward marketing and superficial product modifications. This misallocation impedes breakthrough innovations that could address pressing societal challenges, instead prioritizing short-term sales generation over long-term technological advancement.

While authentic innovations occasionally emerge from competitive environments that reward novelty, these positive outcomes remain insufficient to justify the broader negative implications of manipulative advertising practices. The systematic exploitation of consumer psychology through false novelty claims creates unrealistic expectations and environmental degradation that far outweigh occasional genuine improvements.

In conclusion, businesses emphasize novelty primarily to navigate competitive market pressures and exploit psychological biases, yet this trend represents a fundamentally negative development that prioritizes commercial interests over sustainable consumption and authentic innovation.

(Word count: 347)

High-Score Tips and Common Pitfalls

Strategic Keyword Integration

• Use “in their advertising business nowadays” 2-3 times maximum across your essay
• Place it in topic sentences: “Companies emphasize novelty in their advertising business nowadays because…”
• Avoid mechanical repetition – paraphrase with “modern advertising strategies” or “contemporary marketing approaches”

Balanced Argumentation

• Dedicate 150 words to causes, 150 words to evaluation (balanced split)
• Link specific causes to your stance: “Market saturation drives novelty emphasis, which ultimately benefits consumers through innovation”
• Use transition phrases: “This trend toward advertising novelty proves beneficial because…”

Avoiding Structural Pitfalls Don’t: Write “There are many reasons…” without specifying 2-3 clear causes Don’t: End with “In conclusion, there are both advantages and disadvantages” – pick a side Do: State your position clearly: “This development is predominantly positive/negative because…”

Language Precision

• Replace “good/bad” with “beneficial/detrimental,” “advantageous/counterproductive”
• Use specific verbs: “companies prioritize/emphasize/highlight” instead of “do”
• Business terms: “market differentiation,” “consumer engagement,” “brand positioning”

Evidence Integration

• Name specific brands: “Apple’s ‘Think Different’ campaign” not “technology companies”
• Include numbers when possible: “advertising spending increased 15% in 2024”
• Connect examples directly: “Nike’s novelty-focused ads demonstrate how…”

Conclusion

In conclusion, companies emphasize novelty in their advertising business nowadays due to market saturation and consumer demand for innovation. This development proves predominantly beneficial for society, as it drives economic growth, fosters creativity, and encourages technological advancement. While concerns about materialism exist, the positive impacts of businesses prioritizing novelty in their advertising business nowadays ultimately outweigh the drawbacks, creating value for both consumers and the broader economy.