The 2012 presidential election campaign by Mitt Romney aired an advertisement called “Doing Fine” that attacked President Obama by stating that the president has no idea about the economic condition of the country. This advertisement is a perfect example of a straightforward attack on President Obama and his ignorance of the economic realities of the country. As the political campaign for the 2016 elections begin, Americans await negative rhetorical speeches, rude personal attacks, and negative propaganda on television and in other media. Political speeches in 2016 have dominated personal mockeries, name-calling, mudslinging, and backbiting. Ted Cruze, during his Iowa campaign openly talked of the baseless rumor that Ben Carson was dropping out of the presidential race and aired an advertisement mocking Marco Rubio called “just another pretty face”. In a Republican Party debate, Donald Trump, known for his abusive and vulgar language, called Amy Lindsey a liar, when she said she was a “middle class working girl”. These examples of recent negative campaign in the US would make people wonder at the fall of the character of presidential candidates and their un-presidential language and conduct. Evidently, negative campaign entails a candidate engages in propaganda that attacks the opponent instead of propagating his peculiar positive attributes, in order to win the election. The obvious question that comes to one’s mind is, if negative campaigns are new to the Americans. As much as one would like to believe that these are the new occurrence in American politics, but a look into the past election campaigns of respected presidents would show that their campaigns were no better. In reality, the presidential campaigns of slander and incivilities began with Thomas Jefferson and John Adams but became nastiest in the campaign of John Quincy Adams and Andrew Jackson during the 1882 presidential campaign. Raising issues related to the opponent’s character, marital infidelity, tax evasion charges often raise character issues to the voters. Negative advertisement and propaganda dominate the American presidential campaigns throughout history. Dirty personal attacks, foul language, and false speculations dominate the content of political speech, debate, and advertisements. Often such slander is defended as the “truth” and rhetoric like the “people deserve to know, ” and they seldom openly admit to such negative campaigning. Such negative campaigns are strategies employed by the candidates to lessen the popularity of the opponent. Past Research Political scientists believe that the political campaigns have become increasingly mean-spirited 1 . One of the main reasons for the rise may be the increasing success of negative campaign on candidate’s electoral rating. The questions that arise from the above discussion of the prevalence of negative campaign is, if the degree of incivility in election campaigns in America has reached a new low or were the foundation of such actions created in the historical annals of presidential campaigns? Are negative campaigns really becoming increasingly mean over time? When George Washington was elected the first American President, he was the unanimous choice, receiving the vot