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This paper discusses the appeal to curiosity that advertisers use attract viewers of online in-stream video ads and explores whether this appeal is effective from the visual and textual perspectives. In-stream videos are unique to online platforms such as YouTube, for which viewers are shown an interruptive ad before, during, or after their on-demand video. Using the case study of Levi’s “Circles” ad, which is one of the most-watched ads on YouTube in 2017, this paper examines the conceptual, interactive, and compositional meanings of visual elements of the ad drawing from the grammar of visual design—which are found to be adequately effective in using visual elements to appeal to viewers’ curiosity and enticing viewers to continue watching the ad until the end. The textual elements of ad is subsequently analysed using critical discourse analysis, which finds the message in the ad to support the three objectives of advertising: to provide information about or sell a product, to build or maintain a certain brand image, and to express social values or promote social change.     Keywords: advertising, in-stream, curiosity, visual grammar, critical discourse analysis

Curiosity as an Effective In-stream Advertising Appeal: Visual and Textual Study of Levi’s Circles Ad