Extracts from technical advertising and new-product announcements are used as the basis for analysis of the structures and linguistic signaling of many forms of comparison. Based initially on descriptive texts, the analysis also explains problem-solving texts with and without comparison; and comparative texts are seen to include implicit differences or overt comparison as “knocking” copy. Comparative cohesion by co-hyponyms is shown to be the central feature of co-associative cohesion between separate features of competing products, and clause-relating matching relations are explained in these terms. The concept of improvement is discussed in terms of problem-solving, difference and the matching relations of comparative denial. Final notes are provided regarding the significance of this work to the developing paradigm of technical writing.
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