And the younger generations, or not solid followers, do NOT know or understand that the leaders have asked & prefer for one to say LDS vs. Mormon. - so if you ask "one" it is not surprising that they answered "they did not know what you were talking about".
And yes, a reason for it is to remove theirselves from the negative stigma that "Mormon" tends to automactically bring - like plural marriage - which is not taught or tolerated.
my friend would probably find it extremely offensive that you assume she a.) a younger generation, and b.) she's not a solid follower...and i'm going to assume you didn't mean it as rude as it came across.
anyway...like i said, i have several mormon friends and none of them have ever mentioned this. thus i questioned it.
This is typical. Those ads are in response to all the anti-Mormon attacks on Romney. Romney answers it, Mormons answer it, and then people shriek "why do these Mormons have to shout about their faith?"
It's just like the old anti-McCarthy attack "Have you no sense of decency sir, at long last?"