Metaphorical Expressions, YouTube Advertisements, Multimodal
Discourse Analysis, ELT Teaching Materials.
E. This research aims to identify the types of metaphorical expressions employed
in YouTube advertisements, examine their communicative and persuasive
functions, and explore their potential as authentic teaching materials in English
Language Teaching (ELT). This research adopts a qualitative design using a
Multimodal Discourse Analysis (MDA) approach. The data consist of 50
English-language YouTube video advertisements representing various global
product categories. The primary research instrument is the researcher,
supported by metaphor classification tables and multimodal observation sheets.
Data were analyzed through the stages of data condensation, data display, and
conclusion drawing and verification, following the interactive model proposed
by Miles, Huberman, and Saldaña. The findings reveal that three dominant
metaphorical patterns consistently emerge across the advertisements: structural
metaphors, ontological metaphors, and personification. These metaphorical
expressions function as cognitive and persuasive strategies that simplify
abstract product attributes, enhance emotional engagement, and construct
meaningful brand narratives through the interaction of verbal, visual, and
auditory modes. Rather than operating in isolation, metaphors form recurring
conceptual patterns that guide audience interpretation across different
advertising contexts. In terms of pedagogical implications, the study
demonstrates that multimodal metaphor-based YouTube advertisements
possess strong potential as authentic materials in ELT. When integrated into
task-based learning activities, such materials can support the development of
learners’ figurative language awareness, communicative competence, and
critical multimodal literacy, particularly at the intermediate to advanced levels.
Overall, this research concludes that metaphorical expressions in digital
advertisements are not only effective tools for persuasive communication but
also valuable resources for language learning in the digital era