I found this online -
What are Normative Statements?Normative statements are subjective statements – i.e. they carry value judgments.
A value judgement is a subjective statement of opinion rather than a fact that can be tested by looking at the available evidence
This is is contrasted with a positive statement that is objective and based on available evidence.
What is even more frustrating about the use of these words, they can often have more than one meaning, which the Watchtower knows and uses to deceive the reader.It it comes down to, from whose perspective these words are meant but the Watchtower's intention is to suggest that they are true.