In Their Advertising, Businesses Nowadays Usually Emphasise That Their Products Are New In Some Way | Band 7 IELTS Essay Sample

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?

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Band 7 IELTS essay sample

Advertising is one of the fastest growing fields in the world, especially after the growth of its newer branch digital marketing. Given the impact it can have on masses, business houses wish to leverage it to the best of their power. Hence, the race to stand apart from other products available in market forms the core of advertising today. The essay will explore the reason for this scenario and present the pros and cons of both, while supporting the stand that emphasizing on few features makes it easy for the consumer to choose the right product while promoting healthy competition among companies.

Nowadays, cut-throat competition exists in the markets because there are numerous players. For example, in the smart phone market, there are at least a dozen companies selling their phones internationally. There are multiple options available in each price range. In this scenario, focusing on innovative features is the only way for a manufacturer to grab consumer attention. Take, for instance, the case of iPhone. Each version is only nominally different from the previous version; yet, their launch events focus on the new features. This explains the relevance of presenting a product as unique.

Highlighting the brand new features may have its merits and drawbacks. The primary advantage is the improvement of the product or service as per the feedbacks of the people. It opens new avenues to explore, and caters to the needs and interests of the public. By contrast, sometimes the promises made in the advertisements can be exaggerated, and this amounts to cheating the buyers.

To conclude, companies are focusing on new features to give the impression that their product is better than their competition. In my opinion, this is not exactly a positive development because the new features are cosmetic in most cases and do not add much value to the product. Worse still, the addition of the new features often compels a consumer to ditch a perfectly working old product for a new one that is only marginally better.

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