Comparison and Contrast
Comparison and contrast is the process of positioning an item or concept being evaluated among other like items or concepts. We are all familiar with this technique as it's used in the marketing of products: soft drink "taste tests," comparisons of laundry detergent effectiveness, and the like. It is a way of determining the value of something in relation to comparable things. For example, if you have made the judgment that "La Cocina's green chile is superb" and you have offered evidence of the spiciness and the flavor of the chile, you might also use comparison by giving your audience a scale on which to base judgment: "La Cocina's chile is even more fiery and flavorful than Manuel's, which is by no means a walk in the park."