Anti-endorsement

While Sanders has employed the anti-endorsement in its barest form, he is far from alone, of course. […] This seems to me the most likely effect of anti-endorsements as well. They display faux outrage and promise brave perseverance in the face of criticisms that are often exaggeratedly portrayed as attacks.

“In fact, my team tells me your commercial should add another 10 points to our lead! I guess that’s why they call the Cheney anti-endorsement the gift that keeps on giving,” Lake said.