The way it works, with the Dims and the media, is that any negative remarks (lies) made by the Dims are considered wholly acceptable and part of campaigning. Any remarks made by President Bush, pointing out the facts of Kerry's dismal voting record as far as national defense, etc. and rebutting Kerry's remarks, are negative.
While racking up victory after victory to lock up the Democratic nomination, Kerry was highly critical of Bush's economic and foreign policies ? both in advertising and on the stump.
See, how it works? Kerry was "highly critical", while President Bush is "negative"