What is the strategy employed when the argument relies on personal attack rather than actual issues?

The strategy employed when an argument relies on personal attack rather than addressing the actual issues is called Ad Hominem. This term, which translates to "against the person," describes a logical fallacy where the focus shifts from the argument itself to discrediting an opponent by attacking their character, motives, or other attributes. By using this tactic, the individual seeking to win the argument undermines the opponent without engaging with their actual points or opinions, thereby diverting attention from the real issue at hand.

This approach is often thought to be effective in rhetoric because it can provoke strong emotional responses and sway opinions, despite lacking substantive argumentation. In debates or discussions, recognizing this fallacy is crucial as it signals that instead of a constructive dialogue, the focus has shifted to personal insults or unfounded claims about an individual's character rather than logical reasoning or evidence relevant to the topic.