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(diǎn)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(shí)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(chǎn)品對(duì)比實(shí)驗(yàn)結(jié)果來說明新配方的漱口液質(zhì)量好。 廣告的第一句就說，證明產(chǎn)品的真正價(jià)值的惟一辦法是測(cè)試。這一點(diǎn)廣大的消費(fèi)者是認(rèn)可的。然后，廣告通過實(shí)驗(yàn)對(duì)比的結(jié)果說明兩種漱口液質(zhì)量的差別。整個(gè)廣告基本沒有渲染的語言，沒有用修辭手段來進(jìn)行藝術(shù)加工，所用的語言明白易懂，準(zhǔn)確、客觀。我們?cè)诜g這類廣告時(shí)必須充分體現(xiàn)出這種語言風(fēng)格。以下是該廣告的譯文：

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