Analysing Innocent’s advertising, I realised how persuasive language always targets an audience, and there is no one-size-fits-all solution. I used to judge Innocent’s advertisements for being cheesy, but only because I’m not being targetted. Through my EE writing process, I learnt to appreciate Innocent’s humor (sometimes only after researching, sadly) to the extent that it became a distraction. If I had to write my EE again, I would rephrase my search terms to search for linguistic techniques related to advertising – as the field of linguistics is quite wide, much of my initial research wasn’t applicable to the advertisements. I could also have spent more time engaging (watching/ thinking about/ making notes on) with the advertisements as opposed to immediately searching online for definite answers – this would have let me consolidate my ideas better before writing. However, I found my strategy of free-writing quite effective at getting me started with the daunting task of writing 4000 words. While I had to edit these badly articulated ideas, getting them into words helped me consolidate my understanding of the text. Writing my EE helped me learn to structure my thoughts coherently; it was also entertaining and relevant to my interests in advertising.