On Going Negative

Today's Hotline features an interview with Democrat Duane Baughman, pres. and creative dir. of The Baughman Company. Here's his take on negative campaigning:

This is one area that so many people misunderstand: the best negatives aren't mean, nasty or personal. They're funny. Meant to embarrass, reveal or shame. If you've got voters laughing at -- not with -- your opponent, you've dealt a serious blow to their credibility that they're unlikely to recover from.