Name Calling- Oh the good ole' name game
Politicians resort to name calling because it 
a. it invokes fear 
b. it bolsters a person's argument 
c. it brings down the other candidate 
d. it is used out of jealousy
e. it is effective 

http://www.wcvb.com/news/politics/stupidhead-crisis-leads-to-namecalling/-/9848766/22285028/-/clq8p2z/-/index.html
"Ted Cruz is a fraud." "John B. is a lying thief."

Joe Lhota: Bully, an embarrassment, insider and Bureaucrat. These are examples of name calling in politics. This add also pulls on people's heart strings because of the Holocaust Survivor story. It is easy for people to name call, because most times all names or terms used are all false.