[kmm]

It colours the argument and tries to make the other party sounds bad. Obviously this is done with the intent to "win" the argument. And thus "your argument is wrong for these reasons, you immoral moron" is a disingenuous way to reason, which comes close to a fallacy in my opinion.

Oh, and I sometimes see ad-hominem used to refer to the whole of slurs, condescension and things that are said to make me feel/look bad, regardless of whether an argument is going on.