ˈ ̷ ̷ˌ ̷ ̷ ̷ ̷ noun
: the use of opprobrious designations especially to win an argument or to induce rejection or condemnation (as of a person or project) without due and unimpassioned consideration of relevant facts
the campaign degenerated into mere scurrilous name-calling
not above name-calling when it served his purposes