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AGBell complains about Pepsi Commercial
January 31st, 2008
I received an e-mail forward from a friend; who exclaimed “Why should we continue to educate them?” regarding the below message in AGBell’s January 31, 2008 issue.
“AG Bell’s Board President, Karen Youdelman, and Executive Director, Alexander T. Graham, spoke up about Pepsi’s upcoming Super Bowl commercial featuring a deaf storyline. In a letter written to PepsiCo corporate executives, Youdelman and Graham stated, “Although we appreciate Pepsi’s efforts to encourage new promotional ideas from your rank-and-file employees and your willingness to celebrate diversity, we would be remiss if we did not call your attention to the fact that…your advertisement perpetuates a common myth that all people who are deaf can only communicate using sign language.“
The friend also asked that DeafRead take a leadership role. Here is the reply I sent:
AGBell is taking it upon themselves to educate Pepsi. What they are saying is true — but like DeafRead, Pepsi cannot make everyone happy. I guess this will always happen no matter what. It’s an absurd and never-ending battle. For example, if the Pepsi commercial’s characters were speaking orally instead, should NAD object and say that the commercial perpetuates a common myth that all people who are deaf can speak to some degree?
The education that should be put forth is that the deaf community is very diverse within itself. Many people assume that deaf people, like myself and yourself, can speak, because Marlee Matlin can and does. It’s human nature to stereotype, even within a diversity group.
Finally, I am hesitant about DeafRead taking a leadership role because it means taking a position — which cannot co-exist with neutrality.
Tayler
Pingback: Followup on AGBell/Pepsi with video
Endy | February 4th, 2008 @ 5:13 pm
How True! I feel the people’s pain (who used to be and are still oralists.) I grew up and forced to take speech therapy class at school for 11 years. That was against my parents and my will. Finally, one day — with my own traumatic experience at McDonald’s Restaurant ordering foods by using my voice – mandated by my speech therapy teacher. I attempted to order for 8th times, cried, begged for paper and pen (was forbidden to do), felt so embarrassed and ashamed because I was caught in “crowd’s-eyes-locked” on me on Lunch Rush Hour. After that incident, my mom got angry and took me out of the speech therapy. Now, I know the feeling for what AGB organization did to us and made us miserable and unhealthy. We must stand up and speak out against AGB practices after what they did to me and others. What they did is still unacceptable and unforgivable. We make sure they hear our voices.
Noticeably, I can live without speech and lip-reading – I use ASL at work and still working as a waiter and bartender. I am making awesome tips. ASL helped me getting a waiting table job.
AGAIN – HAIL to PEPSI CO for their contribution to the Deaf Community. I am very proud of those people who are involved in the commercial. Hats to everybody who gave great supports. I told my restaurant manager that we are so damned proud to have Pepsi Co products at my restaurant. He grinned, “GOOD!” Yes, he saw the commercial – he loved it. Pepsi Co won us, new crowd and new customers – HATS to Pepsi Co! I definitely switch my colas to Pepsi.
Thank you, Pepsi Co!
Jean Boutcher | February 4th, 2008 @ 6:46 pm
BB,
You hit the nail on the head!
Why do we not sing a song
on TV before over 150 million
hearing viewers:
“O say can you lipread me?”
For sure, 150 million hearing
viewers would shout
“Are you out of mind?”
Susan | February 5th, 2008 @ 6:34 am
AGBELL stop whining! I like Pepsi commerical is cool about deaf culture.
ASL is communicate with hands . Hearing depend on ear and no nothing about asl communicate…
I used to oral speech but don’t help at all….it is limit mind grow but asl is big grow develope communicate is much easier and understand clear thanks God provide for deaf to use asl commuicate than dumb mind.
AGBell is very selfish and refuse to listen how deaf feeling about asl communicate… they are hard heart not likely as God.
Sherry Cooke-Ientilucci | February 5th, 2008 @ 7:56 am
I just read AGBell’s complaint letter. ARE YOU KIDDING ME??? Most importantly, what Karen Youdelman and Alexander T. Graham have clearly misunderstood is that the commercial was specifically about the Deaf community, not the deaf community.
If AGBell is so distraught because they feel that Pepsi focused only on a limited view of the deaf community, then I should expect that they will hold themselves to the same expectations during their 2008 Convention. At their upcoming 2008 convention, will they hold themselves responsible to “celebrate diversity” by “promoting appreciation” for Deaf individuals who use ASL in addition to those who do not communicate using sign language???
JAL | February 5th, 2008 @ 8:20 am
…..I am a COKE person…..so if you are too and we should tell them to put in a Deaf commercial next Super Bowl! … we need to think of another good ole Deaf custom…..I love to flip light switch at workplace to get attention of my co worker who of course is the only one to come out of her cubic office. Hearies just don’t get it…they think light flickers due to short circuit… Ha…
unknown | February 5th, 2008 @ 9:24 am
whts A.G.Bells problem with Deaf Community.
If he doesn’t like the way Pepsi did the comercial thn that his problem
The comercial should of played more durrung the Super Bowl.
The pre Game had no close caption.
A.G. Bell stop winning like a baby.
unknown | February 5th, 2008 @ 9:27 am
A.G.Bell did try to get rid of The Deaf cultture.
A.G.Bell is a Jackass.
He Should live with the hearing world and leave the Deaf World Alone.!!!!!
Shauna | February 5th, 2008 @ 2:06 pm
If you would observe carefully, you would notice every part was included- hearing aid, sign language, captioning, usage of oral method and speech-reading. It satisfies every aspects of different deafness including NAD and AGBell and whomever! Power to Diversity! :0)
Jean Boutcher | February 5th, 2008 @ 6:51 pm
You are right in this regard. Yet, AG Bell wrote a letter of complaint to Pepsico. AGB complained because they could not see the flying hands of the two deafies.
Former Victim of Oralism and Audism | February 6th, 2008 @ 6:16 pm
So far we know many d/Deaf people with CI had shared their experience in suffering in many ways when they have to have CI on… like it is too hurt if their heads are touched, some vomiting with bad headache. and etc through the VBlog, why don’t we urge the CNN News to have the CI victims shared their frustration with CI on the TV. I am sure that case really help a lot to convince the FDA and others who took AGB’s improper advices against ASL .
Please go for it now!
Kris | February 7th, 2008 @ 4:46 pm
If you really watched the commercial, you could read the lips of the driver, so oralism was being included. HELLO!!
Hurray for Pepsi!! It was a great move. Watch for more commercials that celebrate people of diverse abilities.
Drink more Pepsi! I like it better than Coke, anyway.
Susan M. Bungard | February 14th, 2008 @ 7:58 am
What a pleasant surprise to see the volume of comments regarding the Pepsi Commerical! It’s refreshing to know that so many of us continue to express our feelings and support our Deaf Community. Since I am from the Cleveland area, I would like for Mr.Len Miller, comment #78 to contact me. I am the Program Director of Community Services for the Deaf and Hard of Hearing at the Cleveland Hearing & Speech Center. The best way to contact me is by e-mail at: sbungard@chsc.org
Thank you!
Lisa Chiango | February 15th, 2008 @ 7:25 am
ASL is such a wonderful vibrant language. . Why can’t people just accept us for who we are, instead of smearing the wonderful Pepsi campaign? IT is one commercial that has been written, produced and acted by Pepsico staff.
Fellow alumni from my NTID days and I am proud to see Darren and other Deafies together showing the world a popular Deaf Joke during the pregame show.
But AGB had to write a spoiler to Pepsi Co. Shame on them for dredging up history again… NO smiles to AGB on this at all.
Big smiles to the NAD advocating for the community, Pepsico and the wonderful team that made this commercial possible.
Great efforts!! Lets keep rolling our sleeves for positive advocacy through media.
Lisa Chiango
Lisa_Chiango@yahoo.com
Video Producer,
Emerson College, MA ’06
Gally and NTID alumni
Eric gute | February 15th, 2008 @ 6:16 pm
this pespi deaf commerical had nothing to with AGB compliant. It had to do with positive joke about hearing and deaf world. The ASl is part of many many lanugages that used in usa. AGB is only one against ASL. t hat is plain dumb.
Jessica | February 17th, 2008 @ 7:57 am
I am so proud of pepsi for thinking outside the box and not using the “norm” for once to advertise for their product. AGB is just “ONE” method of the many methods that people use to educate deaf children. AGB needs to realize they are not the only way and that it should be a big step forward for the deaf community that our culture is being acknowledge. Thank you Pepsi!
nonameplease | February 25th, 2008 @ 2:24 pm
Really shame that they try to remove sign language from deaf’s communication. If we all deafies learn to read lips without sign language and we will misunderstand a lot of lip reading communication only. For example: Window and raincoat look almost same on read lips. Go looking at your mirror to say “window”, then ” raincoat” without voice. See what I mean. I prefer total communication that means with sign language, not without sign language to prevent a lot of misunderstand.
I grew up in hearing environment and was told not to sign language but used my voice and lip-reading only from my deaf school during late 50′s to my hearing parents. When I accident signed language and I got punishment from my deaf school by demerit and I grew up ashamed using sign language. Finally I overcame the ashamed of using sign language. But once a while I still felt ashamed feeling back and I ignored this flashback to continue using sign language. I misunderstood a lot from lip-reading only as my primary communication and it was awful! I am sooooo glad the world out there change and educated about the sign language and deaf world. Whew. I do not want to go back to the same bad experience again in the future.