Discuss both these views and give your own opinion.
The role of advertising in contemporary society has become a subject of considerable debate. While some argue that it remains a highly effective tool for influencing consumer behaviour, others contend that its ubiquity has rendered it largely ineffective. This essay will discuss both perspectives before concluding that, despite its pervasiveness, advertising continues to exert a significant impact on purchasing decisions.
On the one hand, those who believe that advertising has lost its power have compelling reasons. In today's media-saturated world, consumers are exposed to thousands of commercial messages daily through television, social media, billboards, and websites. This sheer volume of advertising has led to what is commonly termed "ad fatigue," where people become desensitised and simply ignore promotional content. Furthermore, the rise of ad-blocking software and subscription-based streaming services has enabled consumers to actively circumvent advertisements. Many people have also become more sceptical of marketing claims, having been repeatedly exposed to exaggerated or misleading promotions. For instance, the proliferation of influencer marketing has made audiences more aware of sponsored content, often causing them to dismiss such endorsements as inauthentic.
On the other hand, proponents of advertising's efficacy present a persuasive counter-argument. The global advertising industry continues to grow exponentially, with companies investing billions annually, which would be irrational if advertising were truly ineffective. Moreover, the advent of digital advertising has enabled unprecedented levels of personalisation, allowing marketers to target specific demographics with tailored messages based on browsing history and purchasing behaviour. This precision ensures that advertisements reach those most likely to be interested, thereby increasing their effectiveness. For example, the success of platforms like Google and Meta, whose business models are fundamentally reliant on advertising revenue, demonstrates that brands continue to derive substantial value from such investments. Even when consumers claim to ignore ads, subtle brand exposure through repeated viewing can create familiarity and influence subconscious preferences, a phenomenon known as the mere exposure effect.
In my estimation, while it is true that traditional forms of advertising may have diminished in impact, advertising as a whole remains extraordinarily effective. The key distinction lies in the evolution of advertising techniques rather than their obsolescence. Modern advertising has become more sophisticated, integrating seamlessly into content through native advertising and product placement, making it more difficult to disregard. Additionally, the psychological principles underpinning advertising remain as potent as ever; emotional appeals, social proof, and aspirational messaging continue to shape consumer desires.
In conclusion, although consumers have developed coping mechanisms to filter out overt advertising, I believe that the industry has adapted and transformed, ensuring its continued influence over purchasing behaviour. The question is not whether advertising works, but rather how it works in an increasingly complex media environment.
Why this answer scores Band 7.0:
| Criteria | How the sample meets Band 7.0 requirements |
|---|---|
| Task Response | Clearly addresses both views and provides a personal opinion. Arguments are developed with relevant reasoning and specific examples. |
| Coherence & Cohesion | Clear paragraph structure: introduction → view 1 → view 2 → opinion → conclusion. Uses a range of cohesive devices effectively: On the one hand, Furthermore, On the other hand, Moreover, For example, In my estimation, In conclusion. |
| Lexical Resource | Good range of vocabulary: considerable debate, ubiquity, rendered, pervasiveness, media-saturated, ad fatigue, desensitised, circumvent, sceptical, proliferation, inauthentic, exponential, unprecedented, personalisation, mere exposure effect, obsolescence, sophisticated, underpinning, aspirational, coping mechanisms. |
| Grammatical Range & Accuracy | Good variety of complex structures: relative clauses, passive voice, conditional sentences, participle phrases. Occasional minor errors but overall clear and accurate. |
Why this is Band 7.0 (not 7.5 or 6.5):
| Aspect | Band 6.5 | Band 7.0 (this sample) | Band 7.5+ |
|---|---|---|---|
| Vocabulary | Adequate | Good range with precision | Wider range with more sophisticated collocations |
| Ideas | Developed | Well-developed with specific examples | More deeply analysed with nuanced connections |
| Examples | General | Specific and relevant | Integrated with deeper analysis |
| Cohesion | Basic connectors | Range of cohesive devices | Seamless and sophisticated |
| Grammar | Mix of simple/complex | Good control, some variety | Confident use of wider range |
| Critical thinking | Clear position | Balanced with some nuance | More sophisticated analysis |
Key features of Band 7.0 demonstrated:
1. Clear introduction with both views and position:
"This essay will discuss both perspectives before concluding that, despite its pervasiveness, advertising continues to exert a significant impact on purchasing decisions."
2. Specific, relevant examples:
"For example, the success of platforms like Google and Meta, whose business models are fundamentally reliant on advertising revenue, demonstrates that brands continue to derive substantial value from such investments."
3. Good range of vocabulary with some sophistication:
media-saturated, ad fatigue, desensitised, circumvent
proliferation, inauthentic, unprecedented, personalisation
mere exposure effect, obsolescence, sophisticated
4. Balanced discussion with clear personal opinion:
"In my estimation, while it is true that traditional forms of advertising may have diminished in impact, advertising as a whole remains extraordinarily effective."
5. Strong conclusion adding value:
"The question is not whether advertising works, but rather how it works in an increasingly complex media environment."
Comparison: Band 6.5 vs 7.0 vs 7.5+
| Aspect | Band 6.5 | Band 7.0 (this sample) | Band 7.5+ |
|---|---|---|---|
| Introduction | "Some people think advertising is effective while others disagree. This essay will discuss both views." | "The role of advertising in contemporary society has become a subject of considerable debate. While some argue... others contend... This essay will discuss both perspectives before concluding that..." | More sophisticated opening with nuanced position |
| View 1 example | "Many people ignore ads because they see too many." | "For instance, the proliferation of influencer marketing has made audiences more aware of sponsored content, often causing them to dismiss such endorsements as inauthentic." | Deeper analysis with more specific example |
| View 2 vocabulary | "Advertising is still effective and companies spend lots of money." | "The global advertising industry continues to grow exponentially... the advent of digital advertising has enabled unprecedented levels of personalisation..." | More sophisticated collocations |
| Opinion | "I think advertising still works." | "In my estimation, while it is true that traditional forms of advertising may have diminished in impact, advertising as a whole remains extraordinarily effective. The key distinction lies in the evolution of advertising techniques rather than their obsolescence." | More nuanced with deeper analysis |
| Conclusion | "In conclusion, I believe advertising is still effective." | "The question is not whether advertising works, but rather how it works in an increasingly complex media environment." | Adds insight and forward-thinking perspective |
Quick checklist for Band 7.0+ Task 2 (Discuss Both Views):
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Clear introduction with both views and your opinion
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One paragraph explaining the first view with examples
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One paragraph explaining the second view with examples
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One paragraph stating your opinion (can be combined with view 2)
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Clear conclusion summarising your position
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Each paragraph has a clear topic sentence
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Range of linking words used naturally
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Good range of vocabulary (not repetitive)
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Mix of simple and complex sentences
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At least 250-280 words
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Few grammatical errors
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Formal academic register
Key tips for "Discuss both views and give your opinion" essays:
Structure clearly:
Introduction: Paraphrase + state both views + your position
Body 1: Discuss first view with supporting reasons/examples
Body 2: Discuss second view with supporting reasons/examples
Body 3 (optional): Elaborate on your opinion
Conclusion: Summarise and restate your position
Give equal weight to both views:
Don't spend more time on one view than the other
Use similar length and depth for both
Make your opinion clear throughout:
State it in the introduction
Reinforce it in the body paragraphs
Restate it in the conclusion
Use specific examples:
Name companies, platforms, or real-world phenomena
Make examples relevant to your argument
Use a range of reporting structures:
Some people argue that... / Others contend that...
Proponents of this view claim... / Opponents maintain...
Additional vocabulary for advertising topics:
| Category | Useful words/phrases |
|---|---|
| Types of advertising | print media, digital advertising, influencer marketing, native advertising, product placement, billboards, commercials |
| Consumer response | capture attention, influence behaviour, shape preferences, create desire, brand loyalty, impulse buying |
| Negative views | over-saturation, ad fatigue, desensitised, sceptical, intrusive, manipulative, deceptive |
| Positive views | effective, persuasive, targeted, personalised, engaging, memorable, compelling |
| Techniques | emotional appeal, social proof, aspirational messaging, subliminal, repetition, branding |
Band Score 6Successful marketing through advertising has always been a key factor to influence human's buying psychology. Over the period of time, companies uses tv commercial, banner advertisment, online advertisment to learn the consumers buying patterns and using that data the advertisments are tailored accordingly to attract consumers to buy products. In recent times, social media platforms have become an easiar way of reaching to mass population but, before that advertisment has always been there in other forms such as tv commercials or brands showing their product through movies,soap operas,sports and many more. The only differnce in old times and in this newer era, is the number of people the companies can reach and introduce their brands to newer regions. Big companies such as Pepsico, IKEA ,Red Bull and Cococola is the prime examples of how companies used advertisments to persuade people to consume their products more over any other brands. Even luxury brands Louis Vuitton, Guccci and Prada uses marketing campaigns to subtly manipulate buyers to express wealth , this kind of advertisment has always worked and still is, the companies make high profit margins due to their advertisment resonating with the consumers that want to show wealth or persuade the idea of being wealthy. On the other hand, repetative advertisment can have the negative effect on consumers. Nowadays, ads have been a major issue on social platforms, continous ads inbetween videos makes the buyers more demotivated to buy the product. Due to this some ads just becomes a noise in our head and we tend to ignore the overall message completely, which can be a major issue for the companies that want to tap into newer territories or demography. In my perspective, advertisments have always been able to persistently influence consumers, if only the advertisment is catchy and tailored to the need. Same repetative content becomes tiring for the consumers, so that's why companies need to use multiple type of contents and styles to catch consumer of all demography. If not the advertisment will become a noise for the consumers. In conclusion, advertisment is successful as long as the content is rich and not repetative, understanding the consumers behaviours and patterns is essential to persuade the buyers otherwise the message won't reach the consumers.
Band Score 5.5some individuals believe that advertising is able to succeed by persuading people for purchasing iteams. other people believe that advertising losts attention. i strongly believe that advertising is extremely important for peoples attention to shopping. people can do shopping online easily and choose their product through advertisement easily .at present every individuals have mobile and child to old all people prefers o buy their choisable product through online because they can get the information about the shop and the product through advertisement.so it hasslefree for them because they don't have to be moved to do shopping .As for example it is found that previously if we see the data back to 1980 to 2005 man and women used to facing a lot of problem to buy their choisable product and they were struggled a lot to go shopping mall but now they can easily do that as they get all the information by sitting home through advertisement in online. business and investors are now so much encouraging to expand their business as they can reach people very easily and able to get more profit as their other cost is zero . For instance .a data found on newspaper shops who did advertisement in online make more profit rather who dont interested to advertise. To conclude we can say , advertising not only persuading people but also it helps to expand business for businessman and investors.
Band Score 6In today's modern world,advertisements plays a crucial role in the world of marketing,while some individuals think that it strongly influence consumers,others argue that it is widspread and people find it boring to see the same things everywhere,for this reason they just ignore it.This essay will discuss both sides ,before presenting my own view. On the one hand,advertisements are everywhere,people see it on social media,on websites,steets and they are repetetive.Constant exposure to advertisement can lead to overlooking it. People find it boring and annoying to see same things in their daily life,they tend to just ignore it and scroll.For example,individuals watch interesting movie or read books online and advertising starts at an interesting moment which irritates them,as a result they just hate this product and do not want to buy it.Therefore,repeated exposure can make advertisement boring andless effective. On the other hand,advertisement mainly foccus on person's emotions and creates a desire to purchase products.Companies use attractive immages, such as celebrities,emmotional messages to make a product attractive. Many popular people connect products emmotionaly with their successful and happy lifes which made product popular.For example,advertisements for expensive phones often assotiated their products with succes and modern lifestyle.As a result people want to buy it even they do not origginally intend to purchase.Additionally,social media allows companies to target their products to specific consumers based on their interests.Therefore,social media makes advertisement powerful. In conclusion,although consumers are exposed to a huge number of advertisements every day,well-designed advertising can still infulence their purchasing desiccions by appealing to their emotions and creating a desire for particular products
Band Score 5.5some people believe that advertising is very good way to buy things while other believe that its very common so we have to avoid it. I will discuss both view and give my opinion how advertising is good for us although it has some drowbacks. Advertising is a very good way to view products feature for advertise we can know about the product ability and consider that it suit us or not . For example when some one want a special feature in any product they have to search for their desire product by asking and going in person shops but when company made advertise we can know about the products feature and can select the product. Moreover advertising is a good way to reach more people and sell more product so to repreasent the product advertising is very important and good quality marketing is also vital for product sell. it led to a product success. Nowadays advertisings are very common we can see them every where when we watch youtube videos suddenly advertise come in fornt of us which is very disturbing . And when we use any apps suddenly adds are open without any permission thats why people are now try to avoid them especially they who do not need to buy the product they do give much attention . some time advertising give us wrong information and we suffer by buying product . To conclude, although advertising is very common and people try to avoid them but still they are important for who want to but product and for advertise companys are selling a lots of products so in my opinion yes advestising is successful In conclude,
Band Score 5.5It is widely beleived that advertising is an extremely helpfull tool at persuading audience to buy things, while others beleive that it is such a common technic that costumers no longer pay attention to it. In this essay we will discuss both perspectives before presenting my own view. On the one hand, advertising is such a strong tool used by all kind of buissnesses from tech to house sellings, as it has a global impact on the costumer psychology that can impact his buying decesion. In addition, internet favored advertisment through videos and trends, which made it a strong way to sell and advocate for things, a good example comes from the redbull advertising strategy when they filled trash bins with empty cans of redbull. On the other hand, this strategy is known by the cover of repetition. Many companies runs large ads compaigns to introduce new prodcuts, using repetitive advertisement through media platforms which by made them annoying for some people, we can take for example youtube ads that pops up in every video interepting some moments where we are focused. In conclusion, i see that advertising is still a powerfull strategy to use when presenting products and services that can gow beynod geographical barriers. However, the developement of new technologies and media saturation imposes new rules and ways of advertising to stand out from old fashionned ads.