A negative campaign refers to a political marketing strategy that involves using derogatory remarks, false accusations, and personal attacks to discredit opponents. However, there are several other synonyms that could be used to describe such tactics. These include smear campaign, mudslinging, character assassination, and dirty politics. Other related terms include black propaganda, demonization, and political hit job. Although negative campaigns are common in politics, they often leave a bitter taste in the mouths of voters, reducing trust in politicians and damaging democracy. Moreover, negative campaigns have a damaging effect on the social environment, pitting individuals and groups against each other instead of advancing the common good.