This study explores the use of English in Swedish print advertisements through the lens of Appraisal Theory. Drawing on qualitative discourse analysis of six advertisements from Femina and Allt om mat, the research investigates how evaluative language, particularly, affect, judgement, and appreciation contributes to persuasive strategies.

The findings show that English is used symbolically to evoke emotion, signal modernity, and construct aspirational identities. English headlines are often monoglossic and metaphorically charged, while Swedish is used to ground the message. This glocalized approach reflects the dual role of English as both a stylistic and an ideological tool in Swedish advertising. The study highlights the interplay of language and visuals in constructing emotionally resonant and culturally relevant marketing messages.