一般來說，可以將廣告分為說理和移情兩種功能。

1. 說理類廣告

說理類廣告重點在于傳遞信息，這類廣告又被稱為是“硬銷”（hard sell)類廣告。上述“記實體”廣告就屬于這一類。又例如：

The only sure way to prove the real worth of any product is to test it . And new formula Colgate Plax, the pre-brush dental rinse, has just been thoroughly tested.

The whole trial lasted six months and involved men and women of all ages and from all walks of life. All were asked to rinse for 60 seconds before brushing：half used new formula Plax. the other half used a neutral coloured liquid but of course nobody knew which they were using.

The results were both dramatic and conclusive and have now been published. The half who had used rinsed with new formula Plax showed a 24% reduction in plaque overall. Those rinsing with the other liquid showed no reduction at all.

And now we've made Plax even better, with a coupon that saves you $ 2 off a new bottle.

We've proved that new formula Plax is dramatically more effective at reducing plaque than brushing alone. Clip the coupon and prove it to yourself.

以上廣告通過令人信服的產品對比實驗結果來說明新配方的漱口液質量好。 廣告的第一句就說，證明產品的真正價值的惟一辦法是測試。這一點廣大的消費者是認可的。然后，廣告通過實驗對比的結果說明兩種漱口液質量的差別。整個廣告基本沒有渲染的語言，沒有用修辭手段來進行藝術加工，所用的語言明白易懂，準確、客觀。我們在翻譯這類廣告時必須充分體現出這種語言風格。以下是該廣告的譯文：

證明任何—種產品的真正價值的惟一辦法就是測試。新型“髙露潔”PLAX配方是刷牙前使用的漱口液，它剛剛經過了全面的測試。