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Creating an image. The most basic function of the campaign poster is to present an idealized image of the candidate, Eubanks said. This 1888 poster of Grover Cleveland, printed for the Democratic National Convention, sought to overcome negative publicity from the discovery of his illegitimate child.
Negative campaigning, also known more colloquially as  mudslinging , is trying to win an advantage by referring to negative aspects of an opponent rather than emphasizing one's own positive attributes or preferred policies. Negative campaigning can be found in most marketplaces where ideas are contested.In U.S. politics, mudslinging has been called as American as Mississippi mud. Some research suggests negative campaigning is the norm in all political venues, mitigated only by the dynamics of a particular contest.here are two main types of ads used in negative campaigning: attack and contrast. Attack ads focus exclusively on the negative aspects of the opponent. There is no positive content in an attack ad, whether it is about the candidate or the opponent.