AG Bell Assn criticizes PepsiCo Super Bowl ad

The Alexander Graham Bell Association of the Deaf sent a letter to PepsiCo executives Jan. 31 criticizing the Super Bowl ad because it only shows deaf people signing.

According to the Deaf DC blog, AG Bell's Board President and Executive Director sent a letter that said: "Your advertisement perpetuates a common myth that all people who are deaf can only communicate using sign language." They went on to request that PepsiCo also "educate the public…and promote appreciation for those individuals that go above and beyond to overcome the absence of something many of us take for granted - the miracle of sound.”

Shane Feldman, writing in the Deaf DC blog, says he doesn't believe the Super Bowl ad "promotes" sign language or implies that it is the only language deaf people use. He sees no myth perpetuated, explaining "some (deaf people) can speak, some can sign, some can cue, some can do all, some can do some, and that’s all there is to it."