In today's competetive marketplace, businesses often emphasise the novelty of their products in advertising, highlighting new features, creative designs or improved versions of items. Firstly, one key reason why businesses emphasize newness is the intense competition in almost every industry. With numerous companies offering small products, advertisers must differentiate themselves to attract users. Highlighting newness-whether it is a unique feature, advanced technology or an updated version helps a product stand out from its competitors. For example, the smartphone industry is growing on constant upgrades and new features to persuade buyers. This approach often refers to consumers who are keen on owning the latest gadgets. In my opinion, for the focus on newness is the buyer's natural attraction to innovation too. People tend to associate novelty with progress, quality and a sense of exclusivity. Many purchasers beleive that new products will offer improved functionally or provide enhanced experiences compared to older modelsDespite these advantages, the emphasis on newness is able to have some negative consequences. One major concern is the promotion of a disposable culture, where consumers are encouraged to constantly replace products, even when older versions are still functional. In conclusion, the focus on newness in advertising is driven by marker competition and buyer psychology. While it can stimulate innovation and sales, it also supports unsustainable consumption and may mislead customers.