Commercials in American Sign Language

February 5, 2008 Uncategorized

Remember my previous blog, “Time is of the Essence! Market ASL Now!” emphasizing the importance about marketing American Sign Language to the mass audience? I am presenting this exciting collection of old commercials in ASL on my blog!

First of all, why should I bother about this? Allow me to explain about the value of advertising…

According to the Wikipedia:

Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet (see Internet advertising), and billboards.

Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. These long-lasting advertising elements may therefore be said to have taken a place in the pop culture history of the demographic to which they have appeared.

Remember these famous jingles/slogans?

    “Think Different”
    “Where’s the Beef?”
    “Got Milk?”
    “Snap, Crackle, and Pop”
    “Plop, Plop, Fizz, Fizz, oh what a relief it is!”
    “It’s the Real Thing”

I decided to do some little ‘internet-digging’ to see if there were any previous commercials displaying American Sign Language and I was able to find several wonderful ‘gems’ to share with you. If you have copied any other older commercials (with ASL) on your old VHS tapes, please consider to digitalize them as soon as possible to share with all of us on the Internet!

Here’s the collection of COMMERCIALS IN AMERICAN SIGN LANGUAGE!

Collection of ASL Commercials (montage)
[kml_flashembed movie="http://www.youtube.com/v/XsMW2wfgVbk" width="425" height="350" wmode="transparent" /]

Marlee Matlin and Apple Commercial
[kml_flashembed movie="http://www.youtube.com/v/yr618Y73sJQ" width="425" height="350" wmode="transparent" /]

Bell Atlantic 9-1-1 commercial c. 1989
[kml_flashembed movie="http://www.youtube.com/v/7oWK0t5awD0" width="425" height="350" wmode="transparent" /]

iPod Shuffle commercial with Sign Language **** NOT A COMMERCIAL – was notified that this was made by an interpreter for her personal use. ****** (Darn, that was a great one, mm?)
[kml_flashembed movie="http://www.youtube.com/v/GTy2PxfpDvQ" width="425" height="350" wmode="transparent" /]

80’s Commercials Vol. 10 Watch the second commercial by Citibank at :30 seconds
[kml_flashembed movie="http://www.youtube.com/v/9vpGyUDaKi8" width="425" height="350" wmode="transparent" /]

Southwestern Bell – Telephones for the Deaf in the 1980s – Showing TTY’s – no ASL shown.
[kml_flashembed movie="http://www.youtube.com/v/q0RG0qbHjJo" width="425" height="350" wmode="transparent" /]

And lastly, do you remember Jackie Roth, the Bayer Girl?

picture-30.png

Before the airing of the commercial Jackie Roth was already well-known in the deaf community, “not just as an actress but as an activist, leader theatrical director and consultant.” This Bayer aspirin commercial was 30 seconds long and had a very strong effect it being a silent commercial with added subtitles.

If you know of other advertisements, please let me know! I’ve been looking for the famous Nike’s “Just Do It” advertisement poster in ASL/Fingerspelling. Cannot find it online.

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34 comments on “Commercials in American Sign Language”

Oh, I am sooo thrilled! AgBAD shouldn’t complain about ASL commericals, I gotta say! I’m not scared to say it!

ASL rocks!

Nice collection! I wonder if anyone can find that old MCI commercial… it was a GREAT commercial, composed of people speaking foreign languages then they had a girl end the commercial with fingerspelling out, “M-C-I”

And MCI also had another commercial with a girl signing ‘heaven’ in the middle of it.

Hi Amy,
Yes Im remember those tv commericals with ASL.
Mary Lou

[…] abcohende wrote an interesting post today on Commercials in American Sign LanguageHere’s a quick excerptiPod Shuffle commercial with Sign Language. 80’s Commercials Vol. 10 Watch the second commercial by Citibank at :30 seconds. Southwestern Bell – Telephones for the Deaf in the 1980s – Showing TTY’s – no ASL shown. … […]

Nice collection you have there, Amy.

I remembered the McDonalds ad, it sure gave us a good joke signing “McDonalds” like he did which was, I think, not the norm sign.

sadly that ipod shuffle is NOT a commercial, it was an interpreter making one for her personal use, and sent to apple.

nothing came out of it.

Amy Cohen Efron: Thank you so much for letting me know! I will add this information that it was not a commercial. I really appreciate you taking your time to write this important comment.

Anyone else who knows there are some more commercials out there, please give me a link or a video file. I’d be more than happy to add to this collection.

Thanks!

Awwwww, thanks for bringing back my warm and fuzzy memories. Good job!

great montage! you’re a real media maven. thanks for putting this together.

There was a McDonalds Commercial… Two deaf people riding their bikes and enjoying their McDonalds food on the beach. I believe it was in 1985-1986. I can’t find it on the internet but I am sure someone else will have better luck finding it.

Amy Cohen Efron: Please play the first video on the top – it has McDonald’s “Silent Persuasion” that describes exactly what you wrote!

Amy, these are wonderful and you are absolutely right! Featuring ASL in ads IS a great way to build up that cumulative awareness and familiarity. Same with film and TV, where we too rarely see Deaf characters without deafness being a plot point (or even with deafness as a plot point 🙂 ). It sounds so, well, crass, but maybe we need to do a little ASL ‘product placement’ in ads and TV/film to increase visibility, just like the big product marketing firms do.

Oh no! So sad about the ipod shuffle not being a real commercial — I was terribly impressed with Apple when I first saw it… at least it has got legs online, which is still good PR.

Thanks for finding and sharing these!

Amy, these are wonderful and you are absolutely right! Featuring ASL in ads IS a great way to build up that cumulative awareness and familiarity. Same with film and TV, where we too rarely see Deaf characters without deafness being a plot point (or even with deafness as a plot point 🙂 ). It sounds so, well, crass, but maybe we need to do a little ASL ‘product placement’ in ads and TV/film to increase visibility, just like the big product marketing firms do.

Oh no! So sad about the ipod shuffle not being a real commercial — I was terribly impressed with Apple when I first saw it… at least it has got legs online, which is still good PR.

Thanks for finding and sharing these!

Whoa! This was a retro flashback into the 80’s! Fun to see old TTY’s and styles. Unique post, Amy. Way to go!

~ LaRonda

one more thing:

I remember two commercials…one with the boy signing “sauages” and the other one with the interpreter signing the “saturn”.

Hey! What about that OREO commerical with TERRYLENE [I am pretty sure that was her. Hope I spell her name correctly] with a young boy. Both signed. The little boy said, “I want to eat [oreo] like Dad does.”. I believe it was early 2000.

All I can says, WOW, I could vividly remember some of this commerical which I did not realized… Many thanks!

I recalled there’s two scandal commericals which is Wal-Mart and Saturn Automotive. A lady signed “Wal-Mart” which we deafies sign it as to making fun of Wal-Mart. And as for Saturn Automotive. A lady claim herself as a Deaf person and signed Saturn in Sign Exact English when she actually is a hearing person! Remember these commericals?

Cool collection. it would be great if Gallaudet Archives start collecting the original master copies.

I remembered viewing one commerical, COLGATE, where Terrylene and Anthony Natale performed in late 1980’s or early 1990’s. Anyone remember about this commerical?

Nick

P.S. They both were in another commerical. I forgot what it was about the dinner together.

That’s awesome, Amy!!!

I can’t believe it’s been so long with some of them – I feel oooooollllldddd!!! LOL!

But I also didn’t see some of them so it’s great to see them here!

I look forward to more collection of ASL commercials! 😀

Amy,

I do remember about the Saturn company hire hearing interpreter misspelling and it was removed commerical was short time,After I read the Sign News say that the deaf woman wrote to Saturn and complaint that the interpreter was not correct spelling as S.E.E. ? I am not quiet sure I do remember.

Good news I have a Saturn 2000 SW. Reasonable price?? I am kidding.

Forgot to say something, Cute kids sign ASL so cute. I think it was southwestern. It is good asl perfect. I know someone teach the kids in front. I believe. it is common sense.

Some of TTY I never saw commerical TV before and I have seen Mc Donald commerical.

DeafJohn, you are correct remember fresh .. perfect.. you were right about Saturn. I never saw WalMart.. interested?

Amy, you sure have a knack of making history come alive! Thank you for your work to bring back those old commericals back for us to enjoy and remember! I agree with the comment you are some media maven! Keep those fingers busy with the next v/Blog!

Advertising ASL: I’m with ya and let’s sign with the times!

Be well,

S~

Make more commercials! Gallaudet should make their own commercials..

BF

Hello! What a trip looking at those vintage commercials!

Yes, I do remember that MCI commercial with that young girl saying “No H” (cut to other scene) then back to her again “a” then closed with her hand only “MCI”..

Every once in a while I think of this commercial, because Im still figuring out what that lapsed word “No H—–A” is!!!! Any chance Today that Deaf actress who did the commercial to answer what that word was!???

Amy, I’m a loyal and proud owner of Saturn! ;o)

Thanks Amy… I must have missed the first part (McDonalds) and now I see it. That is so cool seeing all of these videos. Thanks for compiling it all and sharing this.

I was in that MCI commercial in like 1996!! i’m trying to find it. i have it on tape but that’s it! i’m so glad it’s appreciated

Hi Amy.
I loved seeing those old commercials. They are fantastic. I hope to see more in the future.

very neat… thanks for sharing the ASL commericals…

I love these ads. I would really like to find the ad that came out about 10 years ago, for MCI. I remember it had a girl signing, and she was surrounded by book cases or something.

Anyone know where we can find a copy of that commercial?

There was an ASL “awareness” ad in the 1970s. Two deaf people signing to the following lyrics:

Sometimes I wonder
how does it sound,
when red leaves in Autumn
drift to the ground

I forget the second verse (something about “the pond’s ripples”)

And when I’m lonely,
want to reach out to you,
the silence between us
is hard to break through,

So when I smile at you,
hold out my hand,
please know that your handshake
means you understand.

I would sure like to find the video for this ad. I remember the tune. Yes, I’m hearing, but after 30-odd years I’m finally learning ASL and loving it!

Susan

Susan,
Was the second verse something like:

“Can the pond’s ripples
Speak to the trees?
Won’t you share my world
And share yours with me?”

That’s probably not quite right, but maybe it’ll help you remember for us all. I remember hearing it on CBC in Canada. Have the tune in my head right now…..

Hi Gerard,

Yes, it’s something like that. I’m still looking for the ad. If anyone finds it, please post here!

Thanks,

Susan

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