Negative campaigns are a popular tactic in politics, where candidates focus on attacking their opponents instead of promoting their own platforms. However, the term "negative campaigns" has a negative connotation itself, which is why politicians and strategists often use alternative phrases to describe this approach. Synonyms for negative campaigns include attack ads, mudslinging, character assassination, smear campaigns, and dirty politics. Some people may also refer to negative campaigns as "going negative," "playing dirty," or "campaigning by fear." While negative campaigns can be effective in swaying voters, they are often criticized for their lack of substance and focus on personal attacks.