It is not possible for a politician to win on a no-policy platform. As proposition points out, negative campaigning does little to convince its target’s supporters of the wisdom of the attacker’s policies. A politician who decides to use attack adverts in his campaign will not be able to transfer support from his opponents’ tickets to his. Thus, a politician who wants to employ negative campaigning tactics must already be confident that he has an existing support base and policies that other voters will be attracted to.  Policy making and analysis remains the meat and drink of politics. The politics of the personal is reserved for campaigning season. Moreover, negative campaigning tactics are reserved for closely fought constituencies, states or districts. Side proposition does not give politicians credit for recognising that voters are rational individuals motivated by reasoned arguments.  Where negative campaigning is used in public polls, it is usually deployed at the end of a protracted a very closely fought campaign. The number of negative adverts broadcast by a politician is usually tied to the closeness of a campaign itself.  Moreover, negative campaigning can assist candidates who may be seeking to implement new policies, but lack the necessary name recognition and financial backing to succeed against a more experienced competitor. Negative campaigning, even if it is unable to instantly generate loyalty, may at least help to compel voters to seek out alternative perspectives on the issues over which an election is fought. Indeed, recommendations by the political consultancy business Complete Campaigns indicate that similar strategies have been successfully employed by their previous clients [i] .  [i] Negative Campaigning. Complete Campaigns.