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Businesses emphasise that products are new in some way


WRITING TASK 2

You should spend about 40 minutes on this task.

Present a written argument or case to an educated reader with no specialist knowledge.

Write about the following topic:

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 a negative development?

Give reasons for your answer and include any relevant examples from your own knowledge or experience.

Write at least 250 words.


Sample Answer:

In today’s competitive market, businesses often highlight the newness of their products in their advertising campaigns. This emphasis on novelty is driven by several factors, including the desire to attract customers, stand out from the competition, and create a sense of excitement and urgency around their offerings.

One of the main reasons why businesses promote the newness of their products is to capture the attention of consumers. In a world where people are constantly bombarded with information and choices, it can be challenging for companies to cut through the noise and get noticed. By touting their products as new and innovative, businesses hope to pique the interest of potential customers and entice them to learn more.

Furthermore, emphasizing the newness of a product can help businesses differentiate themselves from their competitors. In crowded markets where numerous brands offer similar products, being able to claim that a product is new and different can be a powerful way to stand out. This can be particularly important for small or lesser-known companies that are trying to make a name for themselves in a crowded marketplace.

Additionally, promoting the newness of a product can create a sense of excitement and urgency among consumers. People are often drawn to the latest and greatest offerings, and the idea of being among the first to try something new can be very appealing. By positioning their products as new and cutting-edge, businesses can tap into this desire for novelty and create a buzz around their offerings.

However, while there are clear benefits to emphasizing the newness of products in advertising, there are also potential downsides to this approach. For example, constantly pushing the idea of newness can contribute to a culture of consumerism and disposability, where products are quickly replaced and discarded in favor of the next big thing. This can have negative implications for the environment and sustainability.

In conclusion, while the emphasis on newness in advertising can be an effective way for businesses to attract attention, stand out from the competition, and create excitement among consumers, it is important for companies to consider the potential drawbacks of this approach. Finding a balance between promoting new products and encouraging sustainable consumption is crucial for the long-term success of businesses and the well-being of society.


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