126dect98 This month's cover
March 2008

The 2008 Super Bowl featured a delightful surprise for Deaf viewers (well, maybe not such a surprise, since it was widely previewed before Game Day)—an ASL commercial created by Deaf employees in PepsiCo’s in-house network, based on an ancient Deaf joke. It’s the most-talked-about commercial we’ve seen in a long time. A fun, positive view of ASL and Deaf people? Not everyone appreciated it. The Alexander Graham Bell Association for the Deaf sent a formal complaint to PepsiCo, alleging that it “stereotyped” deaf people as dependent on sign language and “isolated from the rest of society.”

Cover design: Photo courtesy of PepsiCo

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