MINI-CASE Advertisements for a Particular Brand of Soap Include the Phrase

Essay

MINI-CASE
Advertisements for a particular brand of soap include the phrase, "Love the skin you're in." Print ads usually show a close-up of a young woman's clean face, and the copy is usually written as if she is telling the reader the benefits of this soap and how soft your skin will feel and how much you will love that feeling. The copy of this ad was translated into several foreign languages so that it could be used globally. However, German women thought it was strange to use the word love in reference to something other than another person because they would never use that strong of a word to describe what the ad was trying to convey.
-Refer to Mini-Case. The phrase "Love the skin you're in" appears in every ad for this product. Explain what element of copy this represents.