How many adverts have you seen today? Probably more than you can remember, and that is exactly why the examiner may ask you about one. Advertising is a common topic in IELTS Speaking Part 2, and it is especially popular in Part 3, where you discuss its influence on society.
Below you will find five advertisement cue cards with band 7+ sample answers, including the frequent “Describe an advertisement that persuaded you to buy a product”, as well as useful advertising vocabulary and typical Part 1 and Part 3 questions with answers.
You get a cue card and 1 minute to make notes. Then you speak for 1 to 2 minutes. Cover every point on the card, add a short example or story, and finish with the “explain” part.
Advertisement cue cards with sample answers
Describe an advertisement that persuaded you to buy a product.
You should say:
- what the advertisement was
- where you saw it (on TV, online or in a newspaper)
- what was good about it
and explain why it made the product seem attractive.
Sample Answer:
An advertisement that persuaded me to buy something was an online video for a pair of noise-cancelling headphones. I saw it on YouTube about a year ago, just before a long-haul flight.
The advert was very simple. It showed a woman on a crowded, noisy train looking stressed. Then she put on the headphones, and suddenly all the sound disappeared: you could only hear soft music, and her face completely relaxed. There was almost no talking, just a short slogan at the end.
I think it was effective because it didn’t list technical features; it showed a feeling that everyone recognises. I was about to spend twelve hours on a plane, so I could easily imagine myself in her place. I bought the headphones a week later, and to be fair, they were just as good as the advert promised.
Describe an advertisement you remember well.
You should say:
- what product or service it advertised
- where you saw it
- what happened in it
and explain why you remember it so well.
Sample Answer:
An advertisement I remember very well is a Christmas TV advert for a big supermarket chain that I saw a few years ago.
It told a short story, almost like a mini film, about an elderly man living alone. His neighbours, especially a little girl, notice that he is lonely, and on Christmas Day they invite him to join their family dinner. The supermarket logo only appeared at the very end, with a message about sharing Christmas.
I remember it so well because it was so emotional; a lot of people said it made them cry. It did not try to sell any particular product, but it made people feel warm towards the brand. I think that is very clever advertising, because people talked about it for weeks, which is the best kind of free publicity.
Describe an advertisement of a well-known product.
You should say:
- what the product is
- where you saw the advertisement
- what the advertisement showed
and explain what you thought of it.
Sample Answer:
A well-known advertisement campaign I find interesting is the “Shot on iPhone” campaign by Apple. I have seen it on huge billboards in city centres and also in online adverts.
The idea is very simple: the adverts show stunning photos and short videos taken by ordinary iPhone users, such as landscapes, portraits or street scenes. Under each picture there is just the photographer’s name and the words “Shot on iPhone”.
I think it is a brilliant idea. Instead of telling you that the camera is good, it simply shows you, and the photos come from real people rather than professional advertisers, which makes them more believable. It also flatters customers, because it suggests that anyone can become a great photographer with the right phone.
Describe a useful advertisement you have seen.
You should say:
- what the advertisement was about
- where you saw it
- who it was aimed at
and explain why you think it was useful.
Sample Answer:
The most useful advertisement I have seen was a public safety campaign about not using your phone while driving. It was shown on television and on billboards along the main roads in my country.
The TV advert showed a young driver reading a message on her phone for just two seconds and, in that moment, failing to see a cyclist. It ended with the message that no text is worth a life. It was mainly aimed at young drivers, who use their phones the most.
I think it was useful because it was shocking but realistic. Everyone has been tempted to check their phone at a red light or in traffic, and the advert made you realise how quickly an accident can happen. Since then, I always put my phone in the glove box when I drive.
Describe an advertisement that you do not like.
You should say:
- what it advertises
- where you see it
- what happens in it
and explain why you do not like it.
Sample Answer:
An advertisement I really dislike is a radio advert for a local car dealership that I hear almost every morning on my way to work.
In the advert, a man shouts about “incredible deals” and “prices you won’t believe” for about thirty seconds, and then reads the dealership’s phone number three times very fast. There is loud music in the background the whole time.
I don’t like it because it is irritating rather than persuasive. It gives no real information about the cars, and the shouting makes me want to change the station. I think it actually has the opposite effect: if I ever buy a car, it definitely won’t be from that dealership!
Useful advertising vocabulary for IELTS
These words will help you in Part 2 and especially in Part 3:
| Topic | Words and phrases |
|---|---|
| Types of adverts | a TV commercial, a billboard, a pop-up ad, sponsored content, an influencer post, a campaign |
| How adverts work | a catchy slogan, a jingle, eye-catching, to target young people, brand awareness, product placement |
| Effect on people | persuasive, misleading, to create a need, an impulse buy, consumerism, peer pressure |
| Opinion | memorable, clever, annoying, intrusive, over the top, effective |
| Useful phrases | to grab your attention, to stick in your mind, to fall for an advert, to be bombarded with ads |
IELTS Speaking Part 1: advertising questions
Part 1 questions are short and personal. Give a direct answer and add a reason or an example.
1Do you like advertisements?
Not really. Most of them are annoying, especially online ads that interrupt videos. But I do enjoy clever or funny adverts, and some of them are almost works of art.
2Where do you usually see advertisements?
Mostly on my phone, on social media and before YouTube videos. I also see a lot of billboards on my way to work, but I don’t watch much regular TV any more.
3Have you ever bought something because of an advert?
Yes, a few times. The last time was a pair of headphones I saw in an online video advert. It showed exactly the problem I had, so it was very convincing.
4Do you remember any advertisements from your childhood?
Yes, I still remember the jingle from a chocolate advert I saw on TV as a child. My friends and I used to sing it all the time.
IELTS Speaking Part 3: advertising discussion questions
New to Part 3? See how to give band 7+ answers in Speaking Part 3, with simple and stronger answers compared.
Part 3 questions are about advertising in society. Give longer answers with reasons, examples and both sides.
1What makes an advertisement effective?
I think the most effective adverts tell a story or create an emotion rather than just listing features. Humour also works well, because people remember things that make them laugh. And of course, an advert has to reach the right audience, which is much easier today with targeted online advertising.
2Should advertising aimed at children be banned?
I think it should at least be strictly limited. Children cannot always tell the difference between an advert and normal content, so it is easy to influence them, for example with unhealthy food or expensive toys. Some countries already ban adverts during children’s TV programmes, which seems sensible to me.
3Do advertisements make people buy things they do not need?
To some extent, yes. Advertising is designed to create a desire for products, and it often suggests that buying something will make us happier or more attractive. On the other hand, adverts also inform people about useful products and services, so they are not all negative.
Practise on your own
Choose one of the cue cards above, set a timer for 1 minute to make notes, and then record yourself speaking for 2 minutes. Listen back and check whether you covered every point and used some of the vocabulary from this page. For more topics, see IELTS Speaking Part 2 topics and cue cards with answers.