IELTS Writing Task 2 : In Their Advertising Businesses Nowadays

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 Essay 1

In their advertising, businesses today often promote the idea that there is something new in their products. I believe they do this because it can help them beat their competitors. This should be seen as a positive development because new features are there to respond to consumers’ new needs.

By advertising something new they have created, brands can increase their chances of staying ahead of their competitors. No matter what product a company sells, there are always hundreds, if not thousands, of similar ones on the market that consumers can choose from. If the company does not inform consumers through its marketing that the product is innovative in some way, it will just be one of the many out there, rather than one that is different and grabs consumers’ attention. For example, in an iPhone commercial, Apple effectively delivers the message that the latest version of iOS allows users to disable cross-app tracking. This new feature which no other smartphone has can definitely help Apple attract new buyers since nowadays people are becoming more and more concerned about their online privacy.

I think this is a positive development because consumers have new requirements that need new products to satisfy them. For example, with all the digital devices at their fingertips, people nowadays want to limit their screen time more than they did a decade ago. Noticing this change, Amazon has launched a screenless fitness band called the Amazon Halo. This screenless feature is something existing fitness trackers such as Apple Watches and Fitbits cannot offer.

In conclusion, emphasizing the newness of their products in advertising is an effective way for brands to stand out from the competition. This is a positive development because new features can meet customers’ new needs.

293 Words

Sample Essay 2

Companies often advertise their merchandise as having novel features. The reason for this is that product differentiation is often critical to convincing consumers to purchase. This is a progressive development as it leads to more informed consumers.

The 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 may be convinced to purchases 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 their I-phone the new features of it are clearly articulated to potential purchasers.  This highlights the value that can be derived from upgrading your phone to the latest version of the Apple brand, which increases the likelihood of a purchase.

This is phenomenon is highly beneficial to consumers as they become more informed shoppers. By having the information about a products unique and novel features savvy consumers are able to make product comparisons and choose the exact product that best suits their unique circumstances. For instance, I purchased an 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 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.

275 Words

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