The topic of describing a memorable advertisement is a common one in IELTS Speaking tests. It has appeared frequently in past exams and is likely to continue being a popular choice for examiners. This topic allows candidates to showcase their vocabulary, ability to describe visual elements, and discuss the impact of advertising on society.

Part 1: Introduction and Interview

In this section, the examiner may ask you some general questions about advertising. Here’s a sample question with a suggested answer:

Q: Do you pay attention to advertisements?

A: Yes, I do tend to notice advertisements, especially those that are creative or eye-catching. I find myself particularly drawn to visually striking billboards or cleverly designed online ads. However, I try to maintain a critical perspective and not be overly influenced by marketing messages.

Describe a person who has made a big impact on your life is another common topic in IELTS Speaking that requires similar descriptive skills.

Part 2: Long Turn (Cue Card)

Cue Card

Describe An Advertisement That You Remember
You should say:

• What the advertisement was for
• Where you saw it
• What it contained
• And explain why you remember it

Sample Answer (Band 8-9)

I’d like to describe a thought-provoking advertisement I saw recently for a leading environmental organization. This visually striking campaign was displayed on a large digital billboard in the heart of our city’s busiest shopping district.

The advertisement featured a split-screen image: on one side was a lush, vibrant rainforest teeming with life, while the other side showed the same area completely deforested, with only barren stumps remaining. The stark contrast between the two images was truly eye-opening. Superimposed over this powerful visual was a simple yet impactful message that read, “The future is in your hands.”

What made this advertisement particularly memorable was its ability to convey a complex issue in such a succinct and emotionally resonant way. The juxtaposition of the before and after images vividly illustrated the devastating effects of deforestation, while the tagline empowered viewers by suggesting that we have the ability to change this outcome.

I found myself captivated by this advertisement long after I had passed by. It sparked conversations with friends and family about environmental conservation and our individual roles in protecting the planet. The campaign’s effectiveness lay in its ability to not only raise awareness but also inspire action, which I believe is the hallmark of truly impactful advertising.

Memorable environmental ad on digital billboard

Sample Answer (Band 6-7)

I want to talk about an advertisement I remember for a new smartphone. I saw it on TV a few months ago when I was watching my favorite show.

The ad showed a group of young people using the phone in different situations. They were taking photos, playing games, and video calling their friends. The phone looked very slim and had a big screen.

What I remember most is that the ad focused on the phone’s camera. They showed how it could take clear pictures even in low light. There was also a part where they demonstrated how fast the phone could charge.

I think this ad stuck in my mind because it was colorful and energetic. The background music was catchy, and the people in the ad looked like they were having a lot of fun. It made me interested in learning more about the phone.

Follow-up Questions

Q: Do you think this advertisement was effective? Why or why not?

A (Band 8-9): I believe this advertisement was highly effective in achieving its objectives. It successfully captured attention through its visually arresting imagery and emotionally resonant message. By presenting a clear cause-and-effect scenario, it raised awareness about the urgent issue of deforestation while simultaneously empowering viewers to take action. The simplicity of the message, combined with the powerful visual impact, made it memorable and thought-provoking, which are key elements of effective advertising. Moreover, its ability to spark discussions and potentially influence behavior demonstrates its success in going beyond mere product promotion to inspire social change.

A (Band 6-7): Yes, I think this advertisement was quite effective. It showed the phone’s features clearly and made it look appealing. The ad was memorable because of the upbeat music and attractive visuals. It made me curious about the phone, which is probably what the company wanted. The focus on the camera and fast charging was smart because these are features many people care about when buying a new phone.

Describe a time when you had to let go of something important is another topic that requires candidates to reflect on personal experiences, similar to describing a memorable advertisement.

Part 3: Two-way Discussion

Q: How has advertising changed in recent years?

A (Band 8-9): Advertising has undergone a significant transformation in recent years, largely driven by technological advancements and changes in consumer behavior. We’ve seen a dramatic shift from traditional media like television and print to digital platforms, with a particular emphasis on social media and mobile advertising. This transition has led to more personalized and targeted advertising, utilizing big data and AI algorithms to deliver tailored messages to specific audiences.

Moreover, there’s been a noticeable trend towards interactive and immersive advertising experiences. Augmented reality (AR) and virtual reality (VR) technologies are being increasingly employed to create engaging brand experiences. Another significant change is the rise of influencer marketing, where brands collaborate with social media personalities to reach their audiences in a more authentic and relatable manner.

Additionally, there’s been a growing emphasis on purpose-driven advertising, with many brands aligning themselves with social or environmental causes. This reflects a broader shift in consumer expectations, with many now seeking brands that demonstrate corporate social responsibility and ethical practices.

A (Band 6-7): Advertising has changed a lot in recent years. One big change is that we see more ads online now, especially on social media. Companies are using things like Facebook and Instagram to reach people. Another change is that ads are becoming more personalized. Sometimes I see ads for things I’ve just been searching for online.

Also, I’ve noticed that many ads now try to be funny or emotional to get people’s attention. They’re not just about showing the product anymore. And influencers are being used a lot in advertising now. They promote products on their social media accounts.

Modern advertising on social media platforms

Key Vocabulary and Phrases for High Scores

1. Visually striking /ˈvɪʒuəli ˈstraɪkɪŋ/ (adj): Having a strong or dramatic visual impact.
   Example: The visually striking billboard caught everyone’s attention.

2. Thought-provoking /θɔːt prəˈvoʊkɪŋ/ (adj): Stimulating careful consideration or attention.
   Example: The advertisement posed thought-provoking questions about consumer behavior.

3. Impactful /ɪmˈpæktfəl/ (adj): Having a major impact or effect.
   Example: The impactful campaign led to a significant increase in brand awareness.

4. Juxtaposition /ˌdʒʌkstəpəˈzɪʃən/ (noun): The act of placing two or more things side by side for comparison or contrast.
   Example: The juxtaposition of luxury and poverty in the ad highlighted social inequalities.

5. Resonant /ˈrezənənt/ (adj): Evoking or suggesting images, memories, and emotions.
   Example: The emotionally resonant message of the ad left a lasting impression on viewers.

Describe a place in your country known for its scenic beauty is another topic that requires descriptive language skills, which can be useful when discussing visual advertisements.

Examiner’s Advice

To achieve a high score in the IELTS Speaking test when describing an advertisement:

1. Use a wide range of vocabulary, including specific terms related to advertising and marketing.
2. Provide detailed descriptions, focusing on both visual elements and the ad’s message or impact.
3. Discuss your personal reaction to the advertisement and explain why it was memorable.
4. Connect the advertisement to broader themes or issues when appropriate.
5. Practice describing various types of ads to improve your fluency and vocabulary range.

Remember, the key to success is not just in memorizing answers, but in developing the ability to speak naturally and confidently about a wide range of topics. Regular practice and exposure to English-language media can greatly enhance your speaking skills.

Describe a time when you had to work with someone with different ideas can help you practice discussing interactions and experiences, which is useful when explaining your reaction to advertisements.