Abstract: The cognitive construction of college students' visual literacy in the multimedia context is the era call from the rapid development of the knowledge information. This research combines multimedia cognition theory, visual grammar framework, and the textbook of New Horizon College English:Viewing, Listening, Speaking to explore the process and paradigm of concept metaphor's cognitive construction by college students. It is found out that:first, the design intention of the textbook is to help college students both entirely and accurately understand the interior image-text connections through the illustrations, and further enhance the cognitive level constructed by their visual literacy; second, the textbook constructs the cognitive model of concept metaphor through knowledge visualization and image-text relation, which helps college students see clearly and listen well the image-text content, so that their visual literacy as well as listening and speaking capability are significantly facilitated. The research is believed to be capable of offering innovative exploration perspective on how to effectively improve college English's pedagogy quality.