Multi-modal Metaphor in College English Teaching: Insights from IKEA Advertising

This study, framed within the context of cognitive linguistics, investigates the application of multi-modal metaphor theory in college English instruction. The research utilizes multi-modal metaphor strategies found in commercial advertisements (such as those by IKEA) as a reference point, analyzing how these strategies construct meaning through the interplay of language, imagery, and spatial elements. This approach aims to provide innovative methodologies for English teaching. Employing a combination of theoretical analysis and case studies, this research examines how IKEA advertisements effectively leverage visual, linguistic, and spatial metaphors to convey complex concepts. Based on these findings, it proposes instructional strategies that include thoughtfully designing text-image combinations and incorporating video resources along with interactive activities. These methods are intended to facilitate students' understanding of abstract language concepts more intuitively while enhancing their cross-cultural communication skills. The results indicate that multi-modal metaphor instruction not only aligns with the natural cognitive mechanisms inherent in human beings but also significantly enhances learners' engagement and memory retention. The conclusion emphasizes that adapting multi-modal metaphor strategies from commercial communication into English teaching offers an effective pathway for conveying abstract concepts and fostering cross-cultural competencies. Furthermore, it opens new avenues for integrating cognitive linguistics theory with practical teaching applications.