In this paper, based on the contemporary theory of cognitive metaphor, the metaphoric functions of Jamal (Beauty) and the clusters of images related to it, namely the world, man, face, sun, mirror, etc. in Mawlavi's lyrics are explained. In theology, the motif of conceptual metaphor of Jamal is Ro'yat (vision). Finding its way into mysticism, "vision" is expressed in the metaphor of Beauty and thus the idea is conveyed through metaphoric language. Through the analyses of beauty as a metaphor and its related images in Masnavi and Divan-e Shams, we find out that "God is visible". This metaphoric idea is evident in the depth of the structure of the works. Accordingly, Mawlavi describes the Jamal-e-Haqq (the Beauty of God) through particular metaphors, such as Hosn-e-Yousof (the Beauty of Joseph), the world, the Perfect Man, the sun and food. Using these metaphors, Mawlavi proves that God is visible. In this paper attempt is made to analyze and explain the relationship between metaphor and ideology, and also to suggest a new reading of Persian poetry, especially in regard of mystical discourses.