A.G. Bell Vs. National Association for the Deaf

For those of you who missed it, Pepsi aired, what I believe, is a fantastic commercial in sign language acted out by real deaf individuals. A friend asked me the other day if I had seen the AGBell letter and the NAD response to said letter. We both agreed there were good points to each view, but WAY too much negativity on both parts. My other friend, however is supportive of NAD all the way. I can see his point of view, but as a late-deafened individual, I am able to see both sides.

First of all, the premise is funny, while of course, predictable. One problem I have with it is why is the entire block in total and complete darkness, without even a porchlight? Most people put on a porch light, or have at least one light on in the house...I mean, really. Eh, call me nitpicky.

In any event, the Alexander Graham Bell Association of the Deaf had a little problem with this commercial. They believe that PepsiCo is perpetuating a "myth that all deaf people can only communicate in sign language, and are, therefore, isolated from the rest of society." They call the ad a misleading stereotype and that with the advancement of technology such as cochlear implants and other assistive technology, the deaf have many more communication options open to them than before. They state that not only are many deaf actively working in the hearing world (true), but many also communicate using speech, speech reading, and other means.

AGBell's philosophy is that oral communication, speech reading, and assistive technology are the most viable option for the deaf and hard of hearing in this world. They frown upon the use of any form of sign language. While their opinion has some validity, they forget one thing: sign language, in any form or fashion, is the oldest means of communication in the world. By that I do NOT mean American Sign Language. I mean hand gestures.

Before the development of speech in the human species, how did we communicate with each other? Look at the gorillas and chimpanzees, our closest genetic relatives. They grunt, "laugh" scream, and....use gestures to convey their messages to each other. There is absolutely no doubt in my mind that these two species are perfectily capable of communicating with members of their respective groups. Dogs communicate by barking and growling, wagging their tails, etc. etc. Humans do not have the market on communication. What we do have that other animals don't is (presumably) the ability to communicate ideasand abstract thought.

But I digress! Before humans developed speech, we communicated via hand and body signals. We created monuments and built fires for smoke signals to communicate over long distances. Somewhere along the line we learned that certain sounds could convey the idea for an object. And while we were creating different languages throughout the world, we were learning to translate the spoken word into the written word by formulating pictographs, hieroglyphics, and finally, letters of alphabets.

As such, hand gestures and body language are two genetically ingrained habits we have inherited from our ancestors from millenia ago. Even hearing people use their hands and sometimes their entire bodies to get their messages across when speaking to each other. So AGBell's philosophy of oral communication and excluding sign language is not only narrow-minded, it goes against our natural, hereditary instincts to convey ideas and thoughts through gestures.

AGBell does make a valid point in that they believe the amount of money used to create and air the sign language commercial during prime Super Bowl time could have been used to help purchase assistive listening devices such as hearing aids, cochlear implants, and other equipment for families who can not afford them. Most people just see the commercial and think, "Wow! Cool! A sign language commercial! What a great way to get the word out about deafness!" AGBell sees it as a wasted opportunity to help the deaf community in a more concrete way. I can see their point, but I don't necessarily agree with it.

To view this commercial go to http://www.youtube.com/watch?v=ffrq6cUoE5A