A politician who wants to discredit an opponent may show television commercials where the opponent is depicted in an unattractive, immoral, or dishonest manner. Then the first politician will continually make reference to these images in order to sway the vote in his or her favor. In the social psychology of marketing, this is called

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Using a poison parasite is a tactic used in social psychology to discredit an opponent by creating negative associations with them. This is done through the use of negative advertising and repeatedly referencing these images or messages to influence the audience's perception.

A Politician Who Wants to Discredit an Opponent May Show