The present empirical-descriptive study had as main objective to establish if the persuasive actions of the appellative function in translations of advertisements were maintained or modified. From a discursive perspective, the analysis aimed to describe the persuasivereferential actions in the base text and in target texts. From the theoretical conceptualization of the actions of the referential persuasion of the appellative function, the proposal of the fourfunction model by communicative actions (Nord, 2004) was taken into account. As a result, we found that the referential persuasive actions: to denominate, to classify, to describe and to make explicit, presented a discursive structure and were preserved partially in the target text. This fact allows placing the ads as persuasive texts in a referential form, and, the sender presents positive elements through extensive references about the advantages of the use of products, their qualities and the scientific advances of the brand.