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Indian Polity

Negative campaigning is a type of political advertising whereby a political party chooses to highlight the flaws or another candidate in its campaign instead of showcasing its own candidates or the achievements of its governments, present or past. Sometimes such advertising can be subtle, while at other times it can be quite overt. Negative campaigns typically focus on a candidate's political record, or lack of it. Negative campaigns are powerful and can especially persuade floating voters to make up their minds, but divisive campaigns can also backfire.

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