Which of the following characterizes negative campaigning?

• A. It promotes a candidate's achievements and policies
• B. It focuses on criticizing opponents
• C. It is used exclusively by third-party candidates
• D. It avoids discussing any candidate's flaws

Answer: (B)

Negative campaigning is characterized by a focus on criticizing opponents rather than promoting one's own achievements or policies. This strategy often involves highlighting the weaknesses, flaws, or controversies associated with rival candidates. By doing so, candidates aim to diminish the public's perception of their adversaries, which can improve their own standing in the eyes of voters.

In the context of political campaigns, negative advertising can be an effective tool for candidates because it tends to capture attention and provoke emotions, potentially swaying undecided voters. Campaigns that utilize this strategy often create messages that emphasize the perceived shortcomings of their opponents, thereby creating doubt about their capabilities or integrity.

The other options reflect different aspects of campaigning that do not align with the essence of negative campaigning. For instance, focusing on a candidate's achievements and policies represents a positive campaign approach, while avoiding discussions of flaws indicates a reluctance to engage in the kind of critical comparison that defines negative campaigning. Additionally, the notion that negative campaigning is exclusively used by third-party candidates is not accurate, as major party candidates frequently employ this strategy as well.