Cambridge IELTS 16 Test 2 Writing Task 2: Sample Answer

Modern advertisements are filled with words such as 'new', 'improved' and 'latest', and in my view this habit brings limited benefit to consumers and considerable harm to the wider society.

The main reason firms stress novelty is that it grabs attention in a crowded marketplace. Shoppers are exposed to hundreds of messages every day, and a product described as new appears to offer something that its rivals do not. Novelty also carries an implicit promise of better quality, since people tend to assume that technology and design improve over time. Furthermore, companies depend on repeat purchases. If customers believe that last year's phone or trainers are outdated, they will return to replace them long before the originals wear out.

There are some genuine advantages to this approach. Competition to innovate pushes manufacturers to invest in research, which has produced safer cars, more efficient appliances and life-saving medicines. Advertising that celebrates these advances informs the public about options that could improve their lives.

Nevertheless, I regard the overall trend as negative. Much of what is labelled new is merely a cosmetic change, such as different packaging or a slightly faster processor, yet it is marketed as a breakthrough. This encourages people to discard functioning goods, which fuels wasteful consumption and adds to mountains of electronic and plastic rubbish. It can also leave consumers feeling inadequate or financially stretched when they cannot keep up with the latest model, particularly young people who are most sensitive to peer pressure.

To conclude, businesses promote newness because it attracts attention, suggests quality and drives repeat sales. Although it can reward genuine innovation, I believe the environmental cost and the pressure on shoppers outweigh these gains.