The purpose of the article is to consider the normative-evaluative potential of comparison at the logical-conceptual level and the features of its implementation in the linguistic-cognitive and discursive space. For this purpose, the methods of linguistic description, component analysis, comparative analysis, logical-conceptual method are used. The dynamics of the verbalization of a prototypical model with categorical semantics of comparative relations, presented as comparisons of inequality, identity and its particular variant - similarity, is analyzed in detail. The analysis shows that the latter, "inheriting" the normative-evaluative parameters set by logic, allowing for a certain kind of comparative relations between objects, at the same time, depending on the illocutionary orientation of the utterance in discourse, are open to variation, up to violation, which is especially characteristic for comparing similarities. A significant role in such cases belongs to the linguistic patterns of the formation of the meaning of information, which reflect and fix the corresponding mental processes, including the normative-evaluative nature of the comparison.
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