The current economic tendencies characterized by globalization of world manufacturing and consumption have brought about the need for the development of global brands, and have posed new challenges associated with marketing of goods and services on an international scale. Promotion and marketing of technical equipment require expertise of not only copywriters and brand managers, but also terminologists and technical specialists, because terminological precision and content relevance are of utmost importance in ensuring that promotional texts fulfill their primary marketing purpose.Promotional LSP texts are studied in the article taking into consideration their semantic, pragmatic and stylistic features, paying special attention to genre hybridity and creative use of language resources. The analysis is performed considering authentic promotional LSP texts collected at the web-sites of online retailers of technical equipment and home pages of professional associations.