The topic of advertising and its impact on consumer behavior is a recurring theme in IELTS Writing Task 2. Based on analysis of past exam questions and trends, it’s highly likely that candidates will encounter a question related to the influence of advertisements on purchasing decisions versus their role in providing useful information. This essay topic not only tests your ability to articulate complex ideas but also challenges you to consider multiple perspectives on a relevant societal issue.
Let’s examine a specific question that has appeared in recent IELTS exams:
Some people think that advertisements are becoming more manipulative and encourage people to buy things they do not really need. Others say that advertisements tell us about new products that may improve our lives. Discuss both these views and give your own opinion.
Analyzing the Question
This question requires you to:
- Discuss the view that advertisements are manipulative and encourage unnecessary purchases.
- Explore the perspective that advertisements provide useful information about beneficial products.
- Present your own opinion on the matter.
The key challenge here is to balance both viewpoints while clearly stating your own stance. Let’s look at sample essays for different band scores to understand how to approach this task effectively.
Band 9 Sample Essay
Advertising has become an integral part of modern consumer culture, sparking debates about its impact on society. While some argue that advertisements have become increasingly manipulative, others contend that they serve as valuable sources of information about new products. In my opinion, while advertisements do play a crucial role in informing consumers, their persuasive nature often leads to unnecessary purchases.
Those who view advertisements as manipulative point to the sophisticated psychological techniques employed by marketers. These tactics, such as creating artificial needs or exploiting insecurities, can indeed influence consumers to buy products they don’t genuinely require. For instance, cosmetic companies often promote anti-aging creams by capitalizing on people’s fear of growing old, potentially leading to excessive and unwarranted purchases. Moreover, the ubiquity of advertisements across various media platforms can create a constant pressure to consume, potentially distorting people’s priorities and financial decisions.
On the other hand, proponents of advertising argue that it serves a vital informative function in a market-driven economy. Advertisements can introduce consumers to innovative products that genuinely enhance their quality of life. For example, advertisements for energy-efficient appliances not only inform consumers about new technologies but also promote environmentally conscious choices. Additionally, in competitive markets, advertisements can help consumers make informed decisions by highlighting product features, prices, and comparisons with alternatives.
In my view, while advertisements do provide valuable information, their primary goal of driving sales often overshadows their informative role. The persuasive power of modern advertising, combined with its pervasive presence in our daily lives, can create artificial desires and encourage overconsumption. However, I believe that consumers bear the responsibility of critically evaluating advertisements and making judicious purchasing decisions.
In conclusion, advertisements play a dual role in society, both as potential manipulators and as sources of useful information. While they can lead to unnecessary purchases, they also inform consumers about beneficial products. The key lies in developing media literacy and critical thinking skills to navigate the complex landscape of modern advertising.
Critical thinking skills for navigating modern advertising landscape
Word count: 375
Band 7 Sample Essay
In today’s consumer-driven world, advertisements play a significant role in shaping our purchasing decisions. While some people believe that ads manipulate us into buying unnecessary items, others argue that they provide valuable information about new products. In my opinion, both views have merit, but the informative aspect of advertising is often overshadowed by its persuasive nature.
Those who criticize advertisements point out their manipulative tactics. Many ads create artificial needs by associating products with desirable lifestyles or emotions. For example, luxury car advertisements often sell the idea of status and success rather than focusing on the vehicle’s practical features. This can lead people to make expensive purchases they don’t really need, potentially causing financial strain.
On the other hand, advertisements can be a useful source of information about new products that might improve our lives. They can introduce us to innovative technologies or services that we might not otherwise know about. For instance, ads for new health gadgets or eco-friendly products can raise awareness about options that could benefit our well-being or the environment. In this way, advertisements serve an educational purpose in the marketplace.
However, I believe that while ads do provide information, their primary goal is to sell products, which often leads to exaggeration or selective presentation of facts. The constant bombardment of advertisements across various media can create a sense of dissatisfaction with what we have, encouraging unnecessary consumption.
In conclusion, advertisements have both positive and negative aspects. While they can inform us about useful new products, their persuasive techniques often encourage unnecessary purchases. It’s important for consumers to approach ads critically and make informed decisions based on their genuine needs rather than being swayed by clever marketing.
Consumer critically evaluating advertisement message
Word count: 295
Band 6 Sample Essay
Nowadays, advertisements are everywhere and they have a big impact on what people buy. Some people think ads make us buy things we don’t need, while others say they tell us about good new products. I think both ideas are partly true.
Many ads try to make us want things by making them look cool or important. They use famous people or nice music to make products seem better than they really are. This can make people buy expensive things they don’t really need, like the latest phones or fancy clothes. This is not good because it can waste money.
But ads can also be helpful. They tell us about new things that might make our lives better. For example, ads for new computers or healthy foods can give us useful information. This helps us know what choices we have when we need to buy something.
I think ads do both these things. They try to sell us stuff, but they also give us information. It’s up to us to think carefully about what we see in ads and decide if we really need to buy something or not.
In conclusion, ads can be both good and bad. They can make us buy unnecessary things, but they also tell us about new products. We should be careful when we look at ads and think before we buy things.
Word count: 218
Explanation of Band Scores
Band 9 Essay
This essay demonstrates excellence in all four marking criteria:
- Task Response: Fully addresses all parts of the task with a clear position throughout.
- Coherence and Cohesion: Ideas are logically organized with clear progression and appropriate use of cohesive devices.
- Lexical Resource: Uses a wide range of vocabulary with very natural and sophisticated control of lexical features.
- Grammatical Range and Accuracy: Uses a wide range of structures with full flexibility and accuracy.
Band 7 Essay
This essay shows a good attempt at addressing the task:
- Task Response: Addresses all parts of the task, though some aspects are more fully covered than others.
- Coherence and Cohesion: Information and ideas are organized logically with some good use of cohesive devices.
- Lexical Resource: Uses a sufficient range of vocabulary to allow some flexibility and precision.
- Grammatical Range and Accuracy: Uses a variety of complex structures with good control, though with occasional errors.
Band 6 Essay
This essay demonstrates an adequate attempt at the task:
- Task Response: Addresses the task generally, though some points may be inadequately developed.
- Coherence and Cohesion: Information is arranged coherently but with limited use of cohesive devices.
- Lexical Resource: Uses an adequate range of vocabulary for the task, with some errors in word choice.
- Grammatical Range and Accuracy: Uses a mix of simple and complex sentence forms with some errors that do not impede communication.
Key Vocabulary to Remember
- Manipulative (adjective) – /məˈnɪpjələtɪv/ – exercising unscrupulous control or influence over a person or situation
- Pervasive (adjective) – /pərˈveɪsɪv/ – spreading widely throughout an area or a group of people
- Ubiquity (noun) – /juːˈbɪkwəti/ – the state of being everywhere, especially at the same time
- Artificial (adjective) – /ˌɑːrtɪˈfɪʃl/ – made or produced by human beings rather than occurring naturally
- Innovative (adjective) – /ˈɪnəveɪtɪv/ – featuring new methods; advanced and original
- Consumption (noun) – /kənˈsʌmpʃn/ – the using up of a resource
- Media literacy (noun phrase) – /ˈmiːdiə ˈlɪtərəsi/ – the ability to identify different types of media and understand the messages they’re sending
- Judicious (adjective) – /dʒuːˈdɪʃəs/ – having, showing, or done with good judgment or sense
- Bombardment (noun) – /bɒmˈbɑːdmənt/ – a continuous attack with questions, criticisms, or information
- Dissatisfaction (noun) – /ˌdɪsˌsætɪsˈfækʃn/ – a feeling of being unhappy or not pleased with something
In conclusion, mastering the art of writing about advertising in IELTS Task 2 requires a balanced approach, critical thinking, and the ability to articulate complex ideas clearly. Practice writing essays on similar topics, such as the impact of social media advertising or the ethics of marketing to children. Remember to always analyze the question carefully, plan your response, and use a range of vocabulary and grammatical structures appropriate to your target band score.
We encourage you to practice writing your own essay on this topic and share it in the comments section below. This active practice is an excellent way to improve your writing skills and prepare for the IELTS exam.
