The topic of advertising’s dual impact on economy and society has been a recurring theme in IELTS Writing Task 2, appearing approximately 2-3 times annually in recent years. Based on analysis from major IELTS preparation websites and past exam records, this topic frequently emerges in various forms, particularly focusing on The influence of advertising on consumer purchasing decisions.
Economic benefits versus social impacts of advertising
Task Analysis
Some people think that advertising brings many economic benefits, while others believe it has negative social effects. Discuss both views and give your own opinion.
This question requires candidates to:
- Examine economic advantages of advertising
- Analyze potential negative social impacts
- Present and justify personal viewpoint
- Provide relevant examples and evidence
Sample Essay 1 (Band 8)
Similar to how the influence of global brands on local cultures shapes society, advertising plays a dual role in our modern world. While its economic benefits are substantial, the social consequences warrant careful consideration.
Advertising undeniably generates significant economic advantages. Firstly, it stimulates market competition, encouraging businesses to innovate and improve product quality while maintaining competitive prices. Moreover, the advertising industry itself creates numerous employment opportunities, from creative professionals to market researchers. For instance, the digital advertising sector alone employed over 375,000 people in the United States in 2022, contributing substantially to the economy.
However, advertising’s social impacts cannot be ignored. The constant bombardment of commercial messages often promotes materialism and unrealistic lifestyle standards. Just as the influence of the fashion industry on body image affects self-perception, advertising can create artificial needs and insecurities. Children are particularly vulnerable, as they may develop skewed values and excessive consumerist tendencies when exposed to relentless advertising.
In my view, while advertising’s economic benefits are significant, its social effects require careful regulation. Governments should implement stricter guidelines, especially regarding advertisements targeting young audiences, while maintaining the industry’s ability to contribute to economic growth. This balanced approach would help preserve advertising’s positive economic impact while minimizing its negative social consequences.
Impact of advertising on different demographic groups
Sample Essay 2 (Band 6.5)
Advertising has both good and bad effects on our society. This essay will discuss these different impacts.
On the economic side, advertising helps businesses grow. Companies can tell people about their products and services, which helps them sell more things. This creates jobs and helps the economy grow. For example, many people work in advertising companies making advertisements.
However, there are some problems with advertising in society. Many advertisements make people want to buy things they don’t need. Young people especially are affected by this. They sometimes spend too much money trying to buy expensive brands they see in advertisements. Also, some advertisements show unrealistic body images which can make people feel bad about themselves.
I think advertising has more positive effects than negative ones. While there are some problems, the economic benefits are very important for our society. However, I believe we need some rules to control advertising so it doesn’t harm society too much.
Scoring Analysis
Band 8 Essay:
- Clear, well-organized structure
- Sophisticated vocabulary: “stimulates,” “bombardment,” “materialism”
- Complex sentence structures
- Well-developed arguments with specific examples
- Coherent progression of ideas
Band 6.5 Essay:
- Basic organization present
- Simple but clear vocabulary
- Mainly simple sentences
- Limited development of ideas
- Some repetition
Key Vocabulary
- materialism (n) /məˈtɪriəlɪzəm/ – excessive desire for material possessions
- bombardment (n) /bɒmˈbɑːdmənt/ – continuous attack or flow of something
- stimulate (v) /ˈstɪmjuleɪt/ – encourage or promote activity
- vulnerability (n) /ˌvʌlnərəˈbɪləti/ – state of being easily harmed
- consumerist (adj) /kənˈsjuːmərɪst/ – relating to excessive consumption
For practice, try writing your own essay on this topic and share it in the comments. Similar topics might include the impact of social media advertising or the regulation of advertising to children.
