With the goal of protecting the public, medico-pharmaceutical advertising is subjected to stringent regulations that define the limits of product claims. The skopos of translation of such documents is therefore tightly circumscribed. In contrast to non-medical advertising, the rhetoric of advertisements designed for health professionals seems to draw more on logic than on emotions or affect. Advertising for health professionals must, as objectively as possible, present medical, pharmaceutical and pharmacological data, and indicate pros and cons. The affective aspect is nonetheless extensively exploited as medical data are represented with icons and text referring to conceptual metaphors. These metaphors evoke cognitive representations related to collective views of disease and health. The link between the logical and the affective aspects of advertising is established by the polysemy of certain medical terms that also carry a precise pharmacological meaning.