Those people who, like me, are political nerds, will doubtless recall the American presidential election of 1988. It was a very negative campaign. Even its most interesting moment was negative. Democratic vice presidential candidate, Lloyd Benson, pointed out the obvious when he informed his Republican counterpart, Dan Quayle, that he was, “no Jack Kennedy”.

Voters were unhappy. They wanted the presidential candidates, George HW Bush and Michael dukakis, to tell them what wonderful things they would do if they won the election, rather than how dreadful the other one would be.

Negativity notwithstanding, Bush duly won. Four years later, he tried a similar campaign. However, he was soundly beaten by the charismatic and positive Bill Clinton.

The American voters were right to express their displeasure in 1988, and to reject negativity in 1992. However, it isn’t only politics that produces negative campaigns.

For the last few weeks, I have endured, when listening to commercial radio, the latest advertising campaign by the supermarket chain, ASDA. Their adverts claim that following blind Taste tests, people prefer various ASDA products to the equivalent products available From Harrods.

Now, dear reader, I must admit that I don’t shop at either emporium. For all I know, ASDA’s panel of tasters might be absolutely right. Equally, for all I know, these claims could be outrageous lies. Frankly, as I don’t intend ever shopping in either emporium, I don’t care which of those possibilities is the truth.

What I do care about, though, is negative campaigns. They are wrong. If ASDA wishes to persuade us that their sausages, or sour dough, or prosecco are better than anyone else’s, they should dwell upon how wonderful they are, rather than hinting at the inferiority of other people’s products. Let them talk of the flavour, the texture, the aroma, or the longevity of the bubbles, rather than allege their superiority over specific other brands.

Other companies have gone on about how much cheaper than certain competitors their products or services are. ON the blurb appended to books, publishers have claimed that Author A is more readable or more entertaining than Author B.

All of this must stop. Advertisers and campaigners should sell their products, services, or candidates, and not do down others. They should remember a song, first published in 1944, and written by Johnny Mercer:

“Accentuate the positive,

Eliminate the negative,

Latch onto the affirmative,

And don’t mess with Mr Inbetween.”