IELTS HUBIELTS CES Essay on Media & Money & Society
Full IELTS Writing Task 2
You should spend about 40 minutes on this task.
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?
Write at least 250 words.
Introduction
Introduce the topic: why businesses emphasize 'newness' in advertising and whether this is positive or negative.
Body Paragraph 1 Why
Explain reasons: Customer preference for innovation and the need to avoid being seen as outdated in a fast-changing market.
Body Paragraph 2 Effects
Discuss effects: Positive aspect (encourages innovation, e.g., smartphones) and negative aspect (creates disposable culture, environmental harm, e.g., fashion waste).
Conclusion
Summarize reasons and positive/negative effects of companies highlighting product newness.
Band 9 Sample Answer:
This article explores why modern businesses focus on promoting their products as 'new' and whether this approach is beneficial or harmful.
The main reason for this focus on newness is the customer's natural preference for innovative items. Companies, knowing this preference, cleverly advertise their products as 'new' to grab the customer's interest, which increases the chances of a sale. Also, in a time of quick technological progress, products not marketed as 'new' might be seen as old or outdated. This view can seriously affect a product's appeal, forcing companies to continually innovate and present their products as the newest on the market.
Moving to the second point, the effects of this trend are complex. On the plus side, this constant drive for newness encourages innovation and technological progress. For example, the intense rivalry in the smartphone market has led to significant enhancements in device features and user experience. On the other hand, this continuous chase for 'newness' can create a disposable culture, leading to environmental harm. For instance, the swift change of fashion trends, fueled by the promotion of 'new' collections, results in a lot of textile waste, creating significant environmental problems.
In conclusion, companies highlight the newness of their products to satisfy the customer's hunger for innovation and to prevent being seen as outdated in a fast-changing market. While this trend promotes technological progress and innovation, it also promotes a disposable culture, raising environmental issues.
Band 7 Sample Answer:
The contemporary advertising landscape is dominated by businesses highlighting the novelty of their products. This essay will delve into the reasons behind this trend and discuss whether it constitutes a positive or negative development.
A primary reason for this emphasis on novelty is the consumer's innate desire for innovation. Businesses, aware of this inclination, strategically market their products as 'new' to captivate the consumer's attention, thereby increasing the likelihood of a purchase. Furthermore, in an era marked by rapid technological advancements, products that are not presented as 'new' risk being perceived as outdated or obsolete. This perception can significantly hamper a product's marketability, compelling businesses to constantly innovate and present their products as the latest offering.
Transitioning to the second question, the implications of this trend are multifaceted. On the positive side, this constant push for novelty spurs innovation and technological advancement. For instance, the fierce competition in the smartphone industry has led to remarkable improvements in device capabilities and user experience. Conversely, this relentless pursuit of 'newness' can foster a throwaway culture, contributing to environmental degradation. For example, the rapid turnover of fashion trends, driven by the advertising of 'new' collections, results in excessive textile waste, posing significant environmental challenges.
In summary, businesses emphasize the novelty of their products to cater to the consumer's desire for innovation and to avoid being perceived as outdated in a rapidly evolving market. While this trend fosters technological advancement and innovation, it also encourages a throwaway culture, leading to environmental concerns.