该广告中，一位年轻的亚裔女性在手机上输入“我是个混蛋（I’m a jerk）”的讯息并发给一位年轻的黑人男子，然后走到他身边坐下，两人似乎重新和好。
广告的主旨意在传递沟通、脆弱与和解的主题，但其创意表达方式引发了对潜在刻板印象的担忧。广告中，亚裔女性被塑造成主动道歉、承担情感修复责任的一方，而男性角色则保持沉默、冷静并给予宽恕。这种设定在无意间强化了种族与性别的传统形象：亚裔女性被动、顺从，而男性——尤其是非亚裔男性——被描绘为情感上更为坚毅、理性或具有道德主导地位。
这种表现形式与西方媒体长期存在的刻板叙事模式相呼应。尽管广告创作的初衷可能并非如此，但其象征意义仍可能被公众解读为再现既有的文化层级结构。
有观点提出：为何不反转情境？若广告呈现一位黑人女性向亚裔男性（或白人男性）表达歉意，这样的组合会不会让公众觉得不适？如果会引起不适，那为什么将亚裔女性刻画成这种形象。
媒体呈现的形象对社会认知具有深远影响。作为加拿大最具影响力的品牌之一，贝尔在塑造公众对多元与平等的理解方面肩负重要责任。真正的多元不仅体现在肤色的差异，更在于为不同群体提供平等的情感深度与表达空间。
如果你在观看这则广告时也感到不适或被冒犯，请考虑直接联系 Bell 公司，向他们表达看法。Email：media@bell.ca
以下是建议信件的英文版：
Subject： Concern About Racial and Gender Representation in Bell’s Recent Commercial
Dear Bell Canada Team,
This message is to express public concern about the racial and gender representation in your recent commercial. In the ad, a young Asian woman types a message saying “I'm a jerk” to a young Black man on a bus, then moves to sit beside him and appears to reconcile.
While the commercial aims to convey communication, vulnerability, and reconnection, its creative direction raises concerns about reinforcing racial and gender stereotypes. The scene depicts the Asian woman as apologetic and self-blaming, while the male figure remains silent and forgiving — a dynamic that echoes long-standing Western media tropes of submissive Asian women and emotionally dominant non-Asian men.
A natural question arises: why not reverse the roles? Why not feature a Black woman apologizing to an Asian man, or a white man? Would that reversal make people uncomfortable? If so, why does Bell choose to impose this discomfort on the Asian community instead?
Representation matters. As one of Canada’s most influential brands, Bell has both the opportunity and responsibility to lead the way in portraying diversity not just in appearance, but in emotional depth and equality.
Thank you for your attention to this issue. Many viewers hope to see Bell embrace more balanced, authentic inclusivity in future campaigns.
Sincerely,
[Your Full Name]
[Optional: Phone or Email for follow-up]
感谢大家支持！
