At present, scientific texts apart from their traditional structure, formal style, and the presence of technical terms are also characterized by the application of rhetorical strategies typical of other genres. The increasing use of multimedia and development of IT determine the changing character of the texts in question, promoting intertextuality and expressivity of professional communication. Special texts fulfil not only informative and persuasive functions, but also expressive function in an attempt to attract attention to the information presented and, if necessary, provide a commercial success of the publications. To interpret adequately the information encoded in special texts, a reader should be able to decode additional information communicated by various rhetorical strategies, including metaphors, similes, allusions and other figures of speech. The pragmatic analysis and genre analysis are integrated in the article in order to analyze how rhetorical strategies contribute to meaning representation in the context of scientific texts.