Cambridge book 16 - Writing Task 2 - Test 2
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?
These days, it is common for businesses to emphasise the originality and newness of their products in order to maximise sales in a saturated consumer market.
I believe the reasons for this are mainly cultural and that in general, it is a retrograde step as it exacerbates income inequalities.
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Whether for soft drinks, soap powder, or most other consumer products, there is a plethora of choice for the consumer.
One way for manufacturers to distinguish their products and persuade customers to buy them is by emphasising how their goods are somehow “new” or “improved”.
For example, Coca Cola has been reinvented so many times as Zero, Diet, and Pepsi with new flavours and packaging that it is hard to tell what the original Coke is any more.
This strategy must work, however; otherwise the producers would not waste money “improving” their goods continually.
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Despite this, in my view, this constant reworking of brands in new containers or with new flavours is unnecessary.
If a product is good and has a history of quality and reliability, then there is no need to rework it. In fact, consumers may rebel against this and not buy those items any more.
For example, I no longer look at the brand name of any items in the supermarket; I always go for the cheapest option regardless of how new and improved it might claim to be.
Like many others I am sure, I yearn for the old days of our favourite trusted brands that did what they should and were not always “new and improved”.
Restate topic & main ideas
In conclusion, advertisers are making a mistake, in my view, by chopping and changing everything all the time. They should leave well alone and trust to the quality of their products and leave innovation to science or the arts, not consumer goods.