Advertising and propaganda texts have, similarly to poetry, considerably reduced content. The paper presents examples of poetic texts, whose function, like that of a musical piece, is mainly impressive. The paper also includes examples of advertisements and propaganda texts, whose translation requires, first of all, maintaining their persuasive force and the ability to induce desired behavior on the part of the addressee. In fact, what is being performed is not translation, but rather identification and use of a functional equivalent of the text as is shown to be the case in the examples discussed in the paper.