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Band 8

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 development or negative development

Many companies usually claim that their products are innovative and new to buyers. Because advertising a new
product
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 is effective in grabbing attention from
customers
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, many businesses create
this
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 type of campaign.
However
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, I believe that it is a negative development because the message isn'
t
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 sincere to advertisement watchers.
To begin
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 with, many people give credit to a new
product
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 than an old
product
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. There is a simple belief that a new
product
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 will always be better than a previous
product
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 because the new
product
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 needs to develop and delete drawbacks from the previous one. Many companies acknowledge
this
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 belief. They emphasise that their products are new, so they can sell them easily.
For example
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, Apple iPhone 13 claimed that the mobile is new to the world.
In contrast
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, comparing the feature between iPhone 12 and iPhone 13 is slightly different. Apple needs to emphasise in order to make a unique selling point.
In addition
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, always pushing a new
product
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 campaign isn'
t
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 a sincere way of communication with
customers
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. There are many technical experts who review products online. The power of internet users is stronger than the message from the
product
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 owner.
For instance
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, many car companies state that their
product
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 is innovative. There are many bloggers and YouTubers who test those cars and review them based on their attitudes to the car. If there are many reviewers stating that the
product
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 has huge negative feedback. Eventually,
customers
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 will develop their own judgement toward the
product
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. If the
product
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 doesn'
t
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 have any feature change or have a new ability. Saying nothing is better. To summarise, businesses often tell their target users that the
product
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 is new because their want to make an effective advertisement.
This
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 action is a totally negative development because the businesses don'
t
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 communicate with
customers
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 frankly.

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Topic Vocabulary:
  • emphasise
  • advertising
  • products
  • innovation
  • competitive strategy
  • consumer dissatisfaction
  • value
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