Missing A Piece? is an awareness campaign by Thinkcentre Singapore on the child landmine victims in Cambodia. The advertisement employs the both central route to persuasion [the cognitive aspect, which by people want to solve the puzzle, and realising the meaning of the puzzle in the process, and insitgating them to want to take action; and the peripheral route [by playing on the participants' negative emotional aspect when one realises that the missing puzzle piece actually refers to the limb lost of the child as a consequence of the landmines].
Cohen. (2008). 19 best advertisements I've ever seen: Missing a piece? Retrieved January 5, 2010, from http://uaddit.com/discussions/showthread.php?t=642
Jeanette Yeo
T03
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