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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?

This essay question is from Cambridge IELTS 16 Test 2 Writing Task 2.

Sample Essay

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.

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