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Discussionacademic·2020

Some people say that advertising is extremely successful at persuading us to buy things. Others think that advertising is so common that we no longer pay attention to it. Discuss both these views and give your own opinion.

Write **at least 250 words**. Spend ~40 minutes. This is a real IELTS exam-style question.

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Step 1

IELTS Examiner Tips for This Topic

1

Dedicate one full body paragraph to thoroughly discussing the view that advertising is highly successful, and another full paragraph to the view that it is largely ignored. Avoid the common pitfall of being too one-sided; your role is to present both perspectives fairly and with supporting detail before offering your own nuanced opinion in the conclusion.

2

To strengthen your arguments, consider specific examples. For the 'successful' view, you could discuss the efficacy of targeted advertising on social media platforms like Instagram or TikTok, or the psychological impact of influencer marketing. For the 'ignored' view, mention the widespread use of ad-blocker software or the phenomenon of 'banner blindness' on websites, where users subconsciously filter out advertisements due to information overload.

3

The most common mistake students make on this question is failing to deeply analyze *why* advertising is successful or *why* it is ignored, instead merely listing examples. To avoid this, ensure you explain the underlying mechanisms (e.g., psychological manipulation, data analytics for success; cognitive fatigue, skepticism for being ignored) that contribute to each perspective, linking them directly to the prompt's core ideas of 'persuading us' or 'no longer paying attention'.

4

Employ clear linking and transition phrases to guide the reader through your discussion. After presenting the first view, use phrases like 'Conversely,' 'However, an alternative perspective suggests that,' or 'On the other hand,' to smoothly introduce the opposing argument. This demonstrates coherence and cohesion, crucial for higher bands.

5

For a band 8-9 answer, examiners look for a sophisticated and nuanced discussion that acknowledges the complexity of the issue. This means not simply agreeing with one side, but perhaps synthesizing both views by arguing that advertising's effectiveness varies significantly depending on its form, target audience, or platform, and that both 'persuasion' and 'ignorance' can coexist in the modern consumer landscape.

Step 2

Recommended Essay Structure (Band 7+ Standard)

1
Introduction

Show mastery by presenting both sides fairly and establishing your stance.

  • Demonstrate understanding of BOTH perspectives — this shows critical thinking
  • State which side you lean toward — even if you're discussing both equally
  • Maintain neutral, academic tone — avoid emotional language or bias

Band 7+ sentence starters for each paragraph

There are differing opinions on whether...While some people believe that..., others argue that...This essay will examine both perspectives before reaching a conclusion.
2
Body Paragraph 1 — First Viewpoint

Present one side with respect and credibility.

  • Even if you disagree, present this view authentically with real examples
  • Use academic reporting language: 'Research indicates...', 'Studies show...', 'Experts argue...'
  • Acknowledge strengths — this demonstrates balanced analysis and earns marks

Band 7+ sentence starters for each paragraph

On the one hand, supporters of this view argue that...Those in favour point out that...A key argument for this position is...
3
Body Paragraph 2 — Opposing Viewpoint

Present the counter-argument with equal depth and sophistication.

  • Match the structure and depth of paragraph 1 — examiners compare them
  • Use contrasting transition words: 'Conversely', 'In contrast', 'On the other hand'
  • If you have an opinion, make this paragraph slightly stronger — but stay fair

Band 7+ sentence starters for each paragraph

On the other hand, critics contend that...However, there is a strong counter-argument...Conversely, many people feel that...
4
Conclusion

Synthesize both views and deliver your decisive judgment.

  • Acknowledge validity of both sides — this shows intellectual maturity
  • State your preference clearly and confidently — don't hedge or waffle
  • Take a firm position — examiners reward clarity over fence-sitting

Band 7+ sentence starters for each paragraph

In conclusion, while both sides have merit, I believe that...Having considered both arguments, it seems that...

Step 3

High-Scoring Vocabulary & Collocations

consumer behaviourThe study of how individuals, groups, or organizations select, buy, use, and dispose of ideas, goods, and services to satisfy their needs and wants.
digital footprintThe trail of data you create while using the internet, which can be used by advertisers to tailor content.
marketing saturationA state where a market is flooded with a particular product or type of advertisement, making it difficult for new messages to stand out.
it is widely acknowledged thatAn academic phrase used to introduce a generally accepted fact or belief.
a compelling argument can be madeAn academic phrase used to introduce a strong and persuasive point.
this notion is predicated onAn academic phrase meaning that an idea or belief is based on or depends on a particular principle or assumption.
from my perspectiveAn opinion phrase used to introduce one's personal viewpoint.
the evidence overwhelmingly suggestsAn opinion phrase used to indicate that there is a strong body of data or facts supporting a particular conclusion.
notwithstandingA linking phrase meaning 'in spite of' or 'nevertheless', used to introduce a contrasting point or concession.
it could be argued thatA hedging phrase used to introduce a point that is debatable or one of several possible interpretations.

Step 4

Academic Phrases for This Essay Type

It is widely acknowledged thatThere is compelling evidence to suggestThis phenomenon can be attributed toA growing body of research indicatesThe implications of this are far-reachingThis raises important questions aboutFrom a broader perspectiveIt would be short-sighted to ignore

Addition

MoreoverFurthermoreIn additionWhat is more

Contrast

HoweverNeverthelessOn the other handConversely

Cause / Effect

ConsequentlyAs a resultThereforeThis leads to

Example

For instanceTo illustrateA case in point isSuch as

Concession

AlthoughWhile it is true thatDespiteAdmittedly

Step 5

Grammar Patterns for Band 7+

Complex sentence with concession

Although some argue that technology isolates people, the evidence suggests it strengthens connections.

Shows advanced grammatical control. Start with 'Although/While' + opposing view, then state your position — demonstrates nuanced thinking.

Conditional (Type 2)

If governments invested more in public transport, traffic congestion would decrease significantly.

Perfect for hypothetical scenarios and solutions. Structure: 'If + past simple, would + infinitive' — shows flexibility and imagination.

Passive for academic tone

It is often argued that education should be free. However, this view overlooks the practical challenges.

Academic writing favors passive constructions. 'It is + past participle + that' creates authoritative, objective tone.

Relative clause

Students who study abroad, which is becoming increasingly common, tend to develop greater independence.

Adds sophistication without complexity. Use 'who' for people, 'which' for things, 'that' for either.

Noun phrase for density

The rapid expansion of urban areas has led to increased pollution levels.

Packs more information into fewer words. 'The implementation of effective policies' vs 'policies are implemented effectively' — boosts Lexical Resource score.

Step 6

Band 9 Model Answer (Fully Marked)

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