diff --git a/README.md b/README.md
index d15d856..898300d 100755
--- a/README.md
+++ b/README.md
@@ -58,18 +58,22 @@ For string based text comparisons we use [jellyfish](https://pypi.org/project/je
 
 Each type of feature can be unlocked through the use of a specific command line switch:
 
-* -topics. Indicators for presence of words from common topics.
-* -topics=count. Counts of all word matches from common topics.
-* -pos. Part of speech proportions in the text.
-* -literacy. Checks for common literacy markers.
-* -traits. Checks for common stylistic elements or traits that suggest personality type.
-* -rhetoric. Checks for rhetorical devices used for persuasion
-* -profanity. Profanity check flags.
-* -sentiment. Sentiment word counts and score.
-* -scarcity. Word scarcity scores.
-* -emoticons. Emoticon check flags.
-* -embedding. Word embedding vectors from the Spacy Package.
-* -comparison. Cross-column comparisons using edit distance metrics
+```
+     -topics            Default: False. Indicators for words from common topics.
+     -topics=count                      Count matching words from common topics.
+     -topics=normalize                  Count matching topic key words and normalize over topics.
+     -traits            Default: False. Word usage for personality traits.
+     -rhetoric          Default: False. Word usage for rhetorical devices.
+     -pos               Default: False. Part of speech proportions.
+     -literacy          Default: False. Checks for common literacy markers.
+     -profanity         Default: False. Profanity check flags.
+     -sentiment         Default: False. Words counts for positive and negative sentiment.
+     -scarcity          Default: False. Word scarcity scores.
+     -emoticons         Default: False. Emoticon check flags.
+     -embedding         Default: False. Aggregate of Word Embedding Vectors.
+     -embedding=normalize               Normalised Aggregate of Word Embedding Vectors.
+     -comparison        Default: False. Cross-column comparisons.
+```
 
 ## Usage
 
diff --git a/docs/source/usage.rst b/docs/source/usage.rst
index 8fa6af9..c43e239 100644
--- a/docs/source/usage.rst
+++ b/docs/source/usage.rst
@@ -23,17 +23,21 @@ Without parameters it will print out an error and the following usage :
      <PATH TO DATASET> - Supported file types: csv, tsv, xls, xlsx, odf
     [ARGS] In most cases these are switches that turn on the feature type
      -columns=<COMMA SEPARATED LIST>. REQUIRED
-     -topics OR -topics=count. Default: False. Match words from common topics (or count matches).
-     -traits Default: False. Word usage for personality traits.
-     -rhetoric Default: False. Word usage for rhetorical devices.
-     -pos Default: False. Part of speech proportions.
-     -literacy Default: False. Checks for common literacy markers.
-     -profanity Default: False. Profanity check flags.
-     -sentiment Default: False. Words counts for positive and negative sentiment.
-     -scarcity Default: False. Word scarcity scores.
-     -emoticons Default: False. Emoticon check flags.
-     -embedding Default: False. Normalised Aggregate of Word Embedding Vectors.
-     -comparison Default: False. Cross-column comparisons.
+     -topics            Default: False. Indicators for words from common topics.
+     -topics=count                      Count matching words from common topics.
+     -topics=normalize                  Count matching topic key words and normalize over topics.
+     -traits            Default: False. Word usage for personality traits.
+     -rhetoric          Default: False. Word usage for rhetorical devices.
+     -pos               Default: False. Part of speech proportions.
+     -literacy          Default: False. Checks for common literacy markers.
+     -profanity         Default: False. Profanity check flags.
+     -sentiment         Default: False. Words counts for positive and negative sentiment.
+     -scarcity          Default: False. Word scarcity scores.
+     -emoticons         Default: False. Emoticon check flags.
+     -embedding         Default: False. Aggregate of Word Embedding Vectors.
+     -embedding=normalize               Normalised Aggregate of Word Embedding Vectors.
+     -comparison        Default: False. Cross-column comparisons.
+
 
 
 The list of columns to process and the path to the dataset are both mandatory.
diff --git a/texturizer/__init__.py b/texturizer/__init__.py
index 95282a6..569f6f4 100755
--- a/texturizer/__init__.py
+++ b/texturizer/__init__.py
@@ -1,4 +1,4 @@
-__version__ = "0.1.7"
+__version__ = "0.1.8"
 
 from .pipeline import TextTransform
 
diff --git a/texturizer/embedding.py b/texturizer/embedding.py
index 6cd1be8..dd4bb5d 100755
--- a/texturizer/embedding.py
+++ b/texturizer/embedding.py
@@ -22,18 +22,18 @@
 """
 
 ########################################################################################
-def add_text_embedding_features(df, columns):
+def add_text_embedding_features(df, columns, type="sum"):
     """
         Given a pandas dataframe and a set of column names.
         calculate the embedding features and add them.
     """
     rez = df.copy()
     for col in columns:
-        rez = add_embedding_features(rez, col)
+        rez = add_embedding_features(rez, col, type)
     return rez
 
 ########################################################################################
-def add_embedding_features(df, col):
+def add_embedding_features(df, col, type):
     """
         Given a pandas dataframe and a column name.
         add features that embed the text content into a semantic space.
@@ -50,7 +50,8 @@ def vec_feats(x, col):
             for token in doc:
                vec = vec + token.vector
                index = index + 1
-            vec = vec / index
+            if type=='normalize':
+               vec = vec / index
         return vec.tolist() 
 
     df[ get_vec_column_names(col) ] = df.apply(vec_feats, col=col, axis=1, result_type="expand")
diff --git a/texturizer/featurize.py b/texturizer/featurize.py
index f55be94..41bb4f2 100755
--- a/texturizer/featurize.py
+++ b/texturizer/featurize.py
@@ -53,12 +53,18 @@ def process_df(df, params):
         end_profile("emoticons")
     if params["embedding"] :
         start_profile("embedding")
-        simple = add_text_embedding_features( simple, params["columns"] )
+        if params["normalize_embedding"] :
+            simple = add_text_embedding_features( simple, params["columns"], 'normalize' )
+        else:
+            simple = add_text_embedding_features( simple, params["columns"] )
         end_profile("embedding")
     if params["topics"] :
         start_profile("topics")
         if params["count_matches"] :
-            simple = add_text_topics_features( simple, params["columns"], 'count' )
+            if params["normalize_topics"] :
+               simple = add_text_topics_features( simple, params["columns"], 'normalize' )
+            else:
+               simple = add_text_topics_features( simple, params["columns"], 'count' )
         else:
             simple = add_text_topics_features( simple, params["columns"] )
         end_profile("topics")
diff --git a/texturizer/pipeline.py b/texturizer/pipeline.py
index 3e62b0b..57823cb 100644
--- a/texturizer/pipeline.py
+++ b/texturizer/pipeline.py
@@ -64,7 +64,9 @@ def generate_feature_config(self, columns, params):
               "literacy":False,
               "scarcity":False,
               "comparison":False,
-              "embedding":False
+              "embedding":False,
+              "normalize_embedding":False,
+              "normalize_topics":False,
         }
         if "profanity" in params:
            result["profanity"]=True
@@ -76,8 +78,13 @@ def generate_feature_config(self, columns, params):
            result["emoticons"]=True
         if "topics" in params:
            result["topics"]=True
-        if "count_matches" in params:
+        if "topics=count" in params:
+           result["topics"]=True
+           result["count_matches"]=True
+        if "topics=normalize" in params:
+           result["topics"]=True
            result["count_matches"]=True
+           result["normalize_topics"]=True
         if "pos" in params:
            result["pos"]=True
         if "traits" in params:
@@ -90,6 +97,9 @@ def generate_feature_config(self, columns, params):
            result["comparison"]=True
         if "embedding" in params:
            result["embedding"]=True
+        if "embedding=normalize" in params:
+           result["embedding"]=True
+           result["normalize_embedding"]=True
 
         return result
 
diff --git a/texturizer/texturizer.py b/texturizer/texturizer.py
index afe101f..fd98906 100755
--- a/texturizer/texturizer.py
+++ b/texturizer/texturizer.py
@@ -65,7 +65,9 @@ def get_cmd_line_params(argv):
               "literacy":False, 
               "scarcity":False, 
               "comparison":False, 
-              "embedding":False
+              "embedding":False,
+              "normalize_embedding":False,
+              "normalize_topics":False,
     }
     for o in options:
         parts = o.split("=")
@@ -82,6 +84,9 @@ def get_cmd_line_params(argv):
             if len(parts)>1:
                 if parts[1] == 'count':
                     result["count_matches"]=True
+                if parts[1] == 'normalize':
+                    result["count_matches"]=True
+                    result["normalize_topics"]=True
         if parts[0] == "-traits":
             result["traits"]=True
         if parts[0] == "-rhetoric":
@@ -92,6 +97,9 @@ def get_cmd_line_params(argv):
             result["emoticons"]=True
         if parts[0] == "-embedding":
             result["embedding"]=True
+            if len(parts)>1:
+                if parts[1] == 'normalize':
+                    result["normalize_embedding"]=True
         if parts[0] == "-comparison":
             result["comparison"]=True
         if parts[0] == "-columns":
@@ -108,17 +116,20 @@ def print_usage(args):
     print("  <PATH TO DATASET> - Supported file types: csv, tsv, xls, xlsx, odf")
     print(" [ARGS] In most cases these are switches that turn on the feature type")
     print("  -columns=<COMMA SEPARATED LIST>. REQUIRED")
-    print("  -topics OR -topics=count. Default: False. Match words from common topics (or count matches).")
-    print("  -traits Default: False. Word usage for personality traits.")
-    print("  -rhetoric Default: False. Word usage for rhetorical devices.")
-    print("  -pos Default: False. Part of speech proportions.")
-    print("  -literacy Default: False. Checks for common literacy markers.")
-    print("  -profanity Default: False. Profanity check flags.")
-    print("  -sentiment Default: False. Words counts for positive and negative sentiment.")
-    print("  -scarcity Default: False. Word scarcity scores.")
-    print("  -emoticons Default: False. Emoticon check flags.")
-    print("  -embedding Default: False. Normalised Aggregate of Word Embedding Vectors.")
-    print("  -comparison Default: False. Cross-column comparisons.")
+    print("  -topics            Default: False. Indicators for words from common topics.")
+    print("  -topics=count                      Count matching words from common topics.")
+    print("  -topics=normalize                  Count matching topic key words and normalize over topics.")
+    print("  -traits            Default: False. Word usage for personality traits.")
+    print("  -rhetoric          Default: False. Word usage for rhetorical devices.")
+    print("  -pos               Default: False. Part of speech proportions.")
+    print("  -literacy          Default: False. Checks for common literacy markers.")
+    print("  -profanity         Default: False. Profanity check flags.")
+    print("  -sentiment         Default: False. Words counts for positive and negative sentiment.")
+    print("  -scarcity          Default: False. Word scarcity scores.")
+    print("  -emoticons         Default: False. Emoticon check flags.")
+    print("  -embedding         Default: False. Aggregate of Word Embedding Vectors.")
+    print("  -embedding=normalize               Normalised Aggregate of Word Embedding Vectors.")
+    print("  -comparison        Default: False. Cross-column comparisons.")
     print("")
 
 
diff --git a/texturizer/topics.py b/texturizer/topics.py
index 4e07d9f..f20fbcd 100755
--- a/texturizer/topics.py
+++ b/texturizer/topics.py
@@ -86,6 +86,8 @@ def add_text_topics_features(df, columns, type="flag"):
     for col in columns:
         if type=="count":
             rez = add_topic_counts(rez, col)
+        if type=="normalize":
+            rez = add_topic_counts(rez, col, normalize=True)
         else:
             rez = add_topic_indicators(rez, col)
     return rez
@@ -136,7 +138,7 @@ def add_topic_indicators(df, col):
     return df
 
 ########################################################################################
-def add_topic_counts(df, col):
+def add_topic_counts(df, col, normalize=False):
     """
         Given a pandas dataframe and a column name.
         Count the number of keyword matches for each topic
@@ -159,5 +161,26 @@ def add_topic_counts(df, col):
     df[col+'_culture']=df[col].str.count(culture_pat, flags=re.IGNORECASE)
     df[col+'_education']=df[col].str.count(education_pat, flags=re.IGNORECASE)
     df[col+'_science']=df[col].str.count(science_pat, flags=re.IGNORECASE)
+    if normalize:
+        totals = df[col+'_religion'] + df[col+'_politics'] + df[col+'_sex']+ df[col+'_ethnicity']+ df[col+'_economics']+ df[col+'_health']+ df[col+'_sport']+ df[col+'_arts']+ df[col+'_family']+ df[col+'_love']+ df[col+'_crime']+ df[col+'_travel']+ df[col+'_food']+ df[col+'_technology']+ df[col+'_fashion']+ df[col+'_culture']+ df[col+'_education']+df[col+'_science'] + 1
+        df[col+'_religion']=df[col+'_religion']/totals
+        df[col+'_politics']=df[col+'_politics']/totals
+        df[col+'_sex']=df[col+'_sex']/totals
+        df[col+'_ethnicity']=df[col+'_ethnicity']/totals
+        df[col+'_economics']=df[col+'_economics']/totals
+        df[col+'_health']=df[col+'_health']/totals
+        df[col+'_sport']=df[col+'_sport']/totals
+        df[col+'_arts']=df[col+'_arts']/totals
+        df[col+'_family']=df[col+'_family']/totals
+        df[col+'_love']=df[col+'_love']/totals
+        df[col+'_crime']=df[col+'_crime']/totals
+        df[col+'_travel']=df[col+'_travel']/totals
+        df[col+'_food']=df[col+'_food']/totals
+        df[col+'_technology']=df[col+'_technology']/totals
+        df[col+'_fashion']=df[col+'_fashion']/totals
+        df[col+'_culture']=df[col+'_culture']/totals
+        df[col+'_education']=df[col+'_education']/totals
+        df[col+'_science']=df[col+'_science']/totals
+
     return df