I’ve always tried to keep a distinction between negative ads and contrast ads.
Maybe it’s a losing cause, as voters don’t seem to appreciate the difference, and if they don’t, than those of who cover politics probably shouldn’t either. But to me, an ad is “negative” when it attacks someone’s personal character. John McCain uses the Concord Monitor to call Romney a “phony.” That’s negative.
When Romney runs an arguably misleading ad that tries to draw a contrast between himself and McCain on a matter of public policy, he’s not resorting to an ad hominem attack.
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