Bruce said it was disappointing that some supporters still believed racial abuse was acceptable in an age where the football industry had done much to stamp out racism among fans and players.
"It's pretty disappointing to think that it's going on in 2011," he said at Glenferrie Oval on Tuesday.
"We get a fair bit of education about it all and obviously one fan thought he was bigger than the game.
Hawthorn today called on witnesses who may be able to identify the man involved to come forward.
Bruce said the spectator should receive a harsh penalty once found.
"There should be a pretty severe penalty I would have thought, but that's up to the AFL to decide," he said.
"(There would have been) families and that sort of stuff around there, so it's quite a big impact, not just on the intended target.
"It's the people that can actually hear him as well."
The former Demon said he was not aware of the abuse during or after the match, and had not spoken to his teammate about it.
"(Franklin) obviously doesn't want to make too big an issue of it and plays his cards pretty close to his chest," Bruce said.
"He wasn't going around telling everyone. The first I heard about it was in the paper today."
