Expect the frequent repetition of negatives, sometimes by direct, explicit charges.... (Students often ask "Why do they allow such negative ads?or they complain: "Politicians are always lying..." ) Most charges are ad hominem attacks against the person, a diversion away from the issues. For more: basic Claims & Charges in election campaigns For more: Lakoff's "Model Citizens & Demons" as seen by Conservatives and Liberals

Conservatives

Both sides often misstate the Other's position, "putting words into their mouths," then attack the "straw man" they've set up. Both sides often attack the extremes, or unrepresentative examples, of the Other. Both sides demonize the Other.

Conservative charges, attack words, used against Liberals: do-gooders, weak, weepy, wimps, bleeding hearts, sentimentalists; or as immoral, licentious ("Hollywood"); or spendthrifts (tax-and-spend); impractical, self-indulgent, wishy-washy, and compromisers.

Conservatives see a different set of threats to the country. They fear that Liberals are dupes of evil outsiders (in 20th century, the Communists; now, the Terrorists) or of "special interests" (unions, trial lawyers). Conservatives often see themselves as being patriotic, and any disagreement or dissent with their policy as disloyalty to the country.

Conservatives portray Liberals as being morally inferior, irreligious, immoral, impractical, arrogant, elitist, snobs -- "so-called intellectuals." (Conservatives are often morally arrogant: holier than thou! Conservatives raise their eyebrows, purse their lips, in disgust about how immoral, wishy-washy liberals can be.)

Liberals

Both sides often misstate the Other's position, "putting words into their mouths," then attack the "straw man" they've set up. Both sides often attack the extremes, or unrepresentative examples, of the Other. Both sides demonize the Other.

Liberal charges, attack words, used against Conservatives: mean-spirited, uncaring, unfeeling, greedy, selfish, rigid, intolerant, rigid, authoritarian, Machiavellian. Liberals charge conservatives with favoring corporate protection rather than consumer protection, yet more interested in policing individual bedrooms than corporate boardrooms,

Liberals see a different set of threats to the country. They fear that Conservatives are dupes of the few very wealthy, "big business,"and corporations who are "selling out" basic American ideals (freedom, justice, equality), ignoring social problems, lacking compassion, and destroying the environment for quick profits for a few.

Liberals portray Conservatives as being intellectually inferior, ignorant; and pompous, self-righteous, hypocrites. (Liberals are often intellectually arrogant: smarter than thou! Liberals roll their eyes, shrug their shoulders in disbelief how dumb, mean-spirited conservatives can be.)