The study is relevant due to the needs of studying promotional discourse in terms of effective use of linguistic means for product and service promotion in a competitive market. The aim of this study is to study the stylistic and communicative features of headlines in promotional discourse in the English language. The research material included 2092 headlines from 115 automobile brochures (44 car brands). The research methods include discourse analysis, linguocognitive categorization by semantic and functional criteria, quantitative analysis, and cognitive mapping. As a result of the study, it was found that the headlines contained a wide range of stylistic devices. The most numerous are lexical means - hyperbole, metaphor, epithet, personification, idioms, metonymy, repetition, incorporation, and blends. The figures of speech based on syntactic means - hyperbole, comparison, antithesis, parceling, parallelism, emphasis, inversion, framing, anaphora, chiasm, and pun - occurred less frequently. However, considering the syntactic organization of the headlines with the predicative, imperative, gerundial, attributive and interrogative structures, syntactic means were found dominant due to their wider functionality. Among phonetic devices, alliteration prevailed. The communicative techniques included customization, text navigation, storytelling, informative facts and issues related to driving. The majority of the headlines epitomized a synthesis of various stylistic means whose classification was fulfilled only for the purposes of the linguistic research. The headline length varied within 1-23 words (average 5, median 4, STD 2.75); standard being concise, while creative - more extended. Thematically, the headlines accentuated comfort, emotional commitment to the brands, engine capacity and their low footprint. The obtained results could be used in the practice of teaching English for specific purposes to students specializing in marketing, advertising and public relations.