SHARON'S SHRILL and unmistakably Bajan accent has become more than just
another cellular phone commercial gimmick.

Allison Ramsay, a University of the West Indies (UWI) undergraduate, said this"popular" radio personna, which was used to promote Cable & Wireless' cellular products, had become "a reflection of Barbadian reality".

"These advertisements do form part of Barbadian culture," said Ramsay, who delivered a lecture as part of the ongoing Soundscapes: Reflections On Caribbean
Oral And Aural Traditions conference at UWI, Cave Hill.

She described the Sharon advertisements as an attempt to attract the black working class by using the native dialect to appeal to these consumers.

She added that since "mobile phones are now being used by thousands of Barbadians regardless of age, sex, class or association with the particular lifestyle that Sharon portrays", it showed how advertising played a powerful role in determining what was popular in society.

"Dialect is understood across all classes, races, ages and both sexes in Barbados, so to state that Sharon could be marketed only to the working class wouldn't be applicable," she said.

Drawing examples from the two more popular skits, Pampering Sharon and Movie Texting, Ramsay also highlighted racial and gender issues that would be associated with the campaign.

"It is not assumed that Sharon is white. Neither is she seen to be Chinese, mixed, Indian or any other race . . . From auditory images, this is not what Sharon appears to be."

She said the question may also be asked: why couldn't a working class black male be used in the advertisements.?

Ramsay said a male character would give the impression that he was unemployed, with no ambition.

She added this would portray a negative image of Barbadian masculinity that the
advertisers would not want to be associated with.