Cite this article as: Kaoje, U. U., & Raj, S. M. (2026). Implicature in the language of roadside hawkers in Abuja Municipal Area Council, FCT-Abuja, Nigeria. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 2(1), 304–312. https://doi.org/10.36349/sojolics.2026.v02i01.027
By
Umar Umar Kaoje
Department of English,
Nasarawa State
University, Keffi
08034508036
&
Professor Salisu
Mohammed Raj
Department of English,
Nasarawa State
University, Keffi
08033494886
Abstract
This study investigates
implicature in the language of roadside hawkers in Abuja Municipal Area Council
(AMAC), Federal Capital Territory, Nigeria. The study aims to examine the
implied meanings embedded in the utterances of roadside hawkers. Specifically,
it seeks to identify the forms of implicature employed by hawkers and analyses
the meanings conveyed through their utterances in commercial interactions. The
study is anchored on Grice’s (1975) Theory of Implicature, particularly the
Cooperative Principle, which explains how speakers communicate meanings beyond
the literal interpretation of their words. Adopting a qualitative descriptive
research design, data were collected through observation, audio recording, and
note-taking of naturally occurring utterances of roadside hawkers in selected
locations within AMAC. Fifteen representative utterances were purposively
selected and analysed qualitatively. The findings reveal that conventional
implicature is a dominant feature of roadside hawkers’ discourse, as hawkers
strategically employ culturally shared beliefs, social assumptions, and
persuasive expressions to attract customers and promote products. The study
concludes that implicature serves as an effective pragmatic tool for persuasion
and meaning construction in roadside hawking discourse, thereby facilitating
successful commercial communication in informal market settings.
Keywords:Implicature, Pragmatics, Roadside Hawkers, Discourse,
Communication
1. Introduction
Language serves as a
primary means through which human beings communicate ideas, emotions, beliefs,
and intentions. Beyond the literal meanings of words, speakers often convey
additional meanings that listeners infer from context. This aspect of language
use is the concern of pragmatics, which studies meaning in relation to context
and language users.
One important concept in
pragmatics is implicature, introduced by Grice (1975). Implicature refers to
meanings that are implied rather than explicitly stated in an utterance.
Through implicature, speakers communicate messages that go beyond the literal interpretation
of their words. Understanding such implied meanings requires attention to
context, shared knowledge, and communicative intentions.
Roadside hawkers
constitute a significant part of the informal economy in Nigeria, particularly
in Abuja Municipal Area Council (AMAC). In their daily interactions with
potential customers, hawkers employ persuasive language strategies designed to
attract attention, promote products, and influence purchasing decisions. Their
utterances often contain implied meanings that appeal to customers’ emotions,
social status, cultural beliefs, and economic interests.
Despite the prevalence
of roadside hawking in Abuja, limited scholarly attention has been given to the
pragmatic features of hawkers’ language, especially the use of implicature.
Existing studies on pragmatics have largely focused on political discourse,
media language, and institutional communication, leaving everyday commercial
interactions relatively underexplored. This study therefore investigates the
implicatures embedded in the language of roadside hawkers in Abuja Municipal
Area Council. This study is guided by the following objectives which are to:
1. Identify the forms of
implicature used by roadside hawkers in Abuja Municipal Area Council.
2. Analyse the implied
meanings conveyed through the utterances of roadside hawkers.
3. The study contributes to
pragmatic scholarship by demonstrating how implicature functions in everyday
commercial discourse and how roadside hawkers strategically employ language to
persuade customers and facilitate sales.
2. Literature Review
2.1 Language and
Communication
Language is a systematic
means through which human beings communicate ideas, feelings, and experiences.
It serves as a tool for social interaction and facilitates the transmission of
information within a speech community. According to Sapir (1921), language is a
purely human and non-instinctive method of communicating ideas, emotions, and
desires through voluntarily produced symbols. Similarly, Lehmann (1981) views
language as a system that enables the communication of meaning through
structured linguistic forms.
Language performs not
only an informative function but also persuasive, expressive, and social
functions. In commercial interactions such as roadside hawking, language is
strategically employed to attract customers, negotiate prices, and persuade
buyers. Consequently, understanding the meanings communicated in such
interactions requires attention not only to the words used but also to the
context in which they occur.
2.2 Pragmatics
Pragmatics is the branch
of linguistics concerned with language use in context. It examines how speakers
convey meanings and how listeners interpret those meanings beyond the literal
content of utterances. Levinson (1983) defines pragmatics as the study of the
relationship between language and context that is essential to an understanding
of language use. Similarly, Yule (1996) describes pragmatics as the study of
speaker meaning, contextual meaning, and the interpretation of what is
communicated rather than what is explicitly stated.
Pragmatics recognizes
that communication often involves meanings that are not directly expressed in
words. Speakers rely on shared knowledge, situational context, and
communicative intentions to convey messages effectively. Thus, successful
communication depends on the ability of interlocutors to infer intended
meanings from contextual clues.
In the context of
roadside hawking, pragmatics provides a useful framework for understanding how
hawkers use language creatively to persuade customers. Expressions such as
claims of product superiority, scarcity, or uniqueness often communicate
meanings that extend beyond their literal interpretations.
2.3 Implicature
Implicature is one of
the central concepts in pragmatics. It was developed by Grice (1975) to explain
how speakers communicate meanings that are implied rather than explicitly
stated. Implicature arises when listeners infer additional meanings based on contextual
information and shared assumptions.
Grice (1975)
distinguishes between two major types of implicature: conventional implicature
and conversational implicature. Conventional implicature is associated with the
conventional meanings of particular words or expressions and does not depend
heavily on context for interpretation. Conversational implicature, on the other
hand, arises from the interaction between what is said and the context in which
it is said.
According to Yule
(1996), conversational implicatures are generated through the assumption that
participants in a conversation are cooperating to achieve effective
communication. This assumption is reflected in Grice's Cooperative Principle,
which is realized through four conversational maxims: quantity, quality,
relevance, and manner.
The maxim of quantity
requires speakers to provide as much information as necessary but no more than
is required. The maxim of quality requires speakers to provide truthful
information supported by evidence. The maxim of relevance requires
contributions to be relevant to the ongoing conversation, while the maxim of
manner requires clarity, brevity, and orderliness in communication (Grice,
1975).
In everyday
interactions, speakers may deliberately observe, flout, or violate these maxims
to achieve specific communicative goals. Roadside hawkers frequently exploit
such pragmatic strategies to persuade customers, create urgency, project
product quality, and establish social rapport. Consequently, implicature
provides an appropriate analytical framework for examining the hidden meanings
embedded in the language of roadside hawkers.
3. Empirical Review
Empirical studies on
implicature have demonstrated its importance in the interpretation of meaning
across different discourse contexts. In a study of conversational implicature
in literary discourse, Udechukwu and Nwosu (2020) examined the use of implicature
in character interactions and found that speakers often communicate meanings
beyond the literal interpretation of their utterances. The study revealed that
contextual knowledge and shared assumptions are essential for interpreting
implied meanings and achieving successful communication.
Odey and David (2022)
investigated conversational implicature in selected political interactive
programs in Nigeria. Their findings showed that speakers frequently employ
indirect expressions and hidden meanings to convey intentions, persuade
audiences, and negotiate ideological positions. The study concluded that
implicature remains a crucial pragmatic device for understanding discourse
beyond the literal level.
Mbisike (2024) analysed
the pragmatic dynamics of foregrounded lexical items among Nigerian youths
using conversational implicature as a theoretical framework. The study found
that the interpretation of many expressions depended heavily on contextual factors
and shared background knowledge. The findings underscore the relevance of
implicature in explaining how speakers generate and interpret meanings in
everyday communication.
Al-Shammari and Ali
(2022) examined conversational implicature in everyday conversations and
observed that participants frequently violated or flouted Gricean maxims to
achieve communicative goals. Their study established that context plays a
decisive role in determining intended meanings and in resolving ambiguities
that arise in interaction.
The reviewed studies
demonstrate that implicature is a pervasive feature of human communication and
functions across literary, political, social, and everyday discourse. However,
none of these studies specifically investigates the language of roadside hawkers
in Abuja Municipal Area Council. The present study therefore fills this gap by
examining how implicature operates in roadside hawking discourse and how
implied meanings are used to persuade customers and facilitate commercial
transactions.
4. Theoretical Framework
This study is anchored
on Grice’s (1975) Theory of Implicature, which explains how speakers
communicate meanings that go beyond the literal interpretation of their
utterances. Grice developed the theory to account for the ways in which
interlocutors infer implied meanings in communication based on contextual
information and shared assumptions. According to Grice (1975), communication is
guided by the Cooperative Principle, which assumes that participants in a
conversation cooperate to achieve effective communication.
The Cooperative
Principle is realized through four conversational maxims: Quantity, Quality,
Relation, and Manner. The maxim of Quantity requires speakers to provide as
much information as necessary for the communicative purpose. The maxim of
Quality requires speakers to provide truthful information and avoid making
claims without adequate evidence. The maxim of Relation emphasizes relevance,
while the maxim of Manner requires speakers to be clear, brief, and orderly in
their expressions.
A central concept in the
theory is implicature, which refers to meanings that are implied rather than
explicitly stated. Grice (1975) identifies two major types of implicature:
conventional implicature and conversational implicature. Conventional implicature
is derived from the conventional meanings associated with particular words or
expressions, whereas conversational implicature arises from contextual
interpretation and the assumption that speakers are observing or deliberately
flouting the conversational maxims.
The theory is relevant
to the present study because roadside hawkers often communicate meanings
indirectly in order to persuade potential customers. Their utterances
frequently convey messages about quality, scarcity, affordability, and
desirability without stating such meanings explicitly. Through the lens of
implicature, these implied meanings can be identified and interpreted within
their socio-cultural and communicative contexts. Grice’s Theory of Implicature
therefore provides an appropriate framework for analysing the hidden meanings
embedded in the language of roadside hawkers in Abuja Municipal Area Council.
5. Methodology
This study adopts a
qualitative descriptive research design because it seeks to examine and
interpret the implied meanings embedded in the utterances of roadside hawkers
in Abuja Municipal Area Council (AMAC), Federal Capital Territory, Nigeria. The
study was conducted in selected locations within AMAC, including Berger
Junction, Wuse, Nyanya, Area 1, Gwarinpa Bus Stop, Galadimawa, Maitama, and
Asokoro, which were purposively selected due to the high concentration of
roadside hawking activities in these areas. Data for the study were obtained
from both primary and secondary sources. The primary data consisted of
naturally occurring utterances and expressions produced by roadside hawkers
during interactions with prospective customers, while the secondary data were
sourced from relevant textbooks, journal articles, and other scholarly
materials on pragmatics and implicature. Data were collected through direct
observation, audio recording, and note-taking of hawkers’ interactions in their
natural settings. From the collected data, thirty (30) representative
utterances containing elements of implicature were purposively selected for
analysis. The data were analysed qualitatively using Grice’s (1975) Theory of
Implicature and the Cooperative Principle as analytical tools. The analysis
focused on identifying conventional implicatures embedded in the hawkers’
utterances and explaining the implied meanings conveyed in relation to the
communicative context, shared background knowledge, and socio-cultural
assumptions of the speech community.
6. Data Presentation
This section presents
and analyses selected utterances of roadside hawkers in Abuja Municipal Area
Council (AMAC). The analysis focuses on conventional implicatures embedded in
the utterances and the meanings inferred by potential customers.
|
S/N |
Utterance |
Implied Meaning |
|
1 |
My product na from China, e de
work well well. |
Products made in China are
believed to be durable and effective. |
|
2 |
This is Ijebugarri; buy am, you go
thank me later. |
Ijebugarri is regarded as superior
in quality. |
|
3 |
I no be yahoo boy, na buy me too
buy am. |
The seller is not making excessive
profit and acquired the product legitimately. |
|
4 |
Vegetable here, fresh from the
farm. |
The product is fresh and of good
quality. |
|
5 |
Na one-time offer be this; don't
miss out. |
The offer is limited and requires
immediate action. |
|
6 |
Oga, I give you the best price,
nobody sell am cheaper than me. |
The seller offers the most
competitive price available. |
|
7 |
Chairman, you look like person wey
like quality thing. |
The customer is sophisticated and
should purchase a quality product. |
|
8 |
Walahi, na only this one remain. |
The product is scarce and may not
be available later. |
|
9 |
This bag common among beautiful
ladies wey get good taste. |
Buying the product associates the
customer with elegance and good taste. |
|
10 |
Oga, go try this herb, na from
Alfa Ilorin. |
Products associated with Alfa
Ilorin are believed to be effective. |
|
11 |
Oga, why you dey price like woman? |
Women are stereotypically
perceived as skilled bargainers. |
|
12 |
Chairman, this herb go make you a
man. |
The product enhances masculinity
and sexual performance. |
|
13 |
This one na authentic, no be fake
shoe. |
The product is original and
genuine. |
|
14 |
This one na from Lagos, no be Aba. |
Products from Lagos are perceived
as more authentic than those associated with Aba. |
|
15 |
Na mumudey go boutique, buy your
own here. |
Similar quality products can be
obtained from roadside hawkers at lower prices. |
7. Analysis of the Data
The data reveal that
roadside hawkers employ conventional implicatures as persuasive strategies to
attract customers and influence purchasing decisions. Rather than providing
direct descriptions of their products, they rely on culturally shared beliefs and
assumptions to communicate value and quality.
A prominent feature of
the data is the use of geographical and cultural associations to enhance
product credibility. Expressions such as “This is Ijebugarri” and “Na
from Alfa Ilorin” derive their persuasive force from widely shared
beliefs about the quality of products associated with particular locations or
groups. The implied meanings are therefore understood through cultural
knowledge rather than the literal meanings of the utterances.
The data also show that
hawkers frequently construct scarcity implicatures. Expressions such as “Na
one-time offer be this” and “Na only this one remain” create
a sense of urgency intended to encourage immediate purchase. The effectiveness
of these utterances lies in the assumption that customers value products that
appear scarce or limited.
Another recurring
strategy is the use of social identity and flattery. Utterances such as “Chairman,
you look like person wey like quality thing” and “This bag
common among beautiful ladies wey get good taste” associate the
product with desirable social qualities. Through these implicatures, customers
are subtly encouraged to purchase products that reinforce positive self-images.
The analysis further
reveals the use of stereotypes and social assumptions. For instance, “Oga,
why you dey price like woman?” relies on a culturally shared
stereotype about women's bargaining abilities. Similarly, “This one na
from Lagos, no be Aba” reflects common assumptions regarding the
perceived authenticity of products associated with particular commercial
centres.
8. Discussion of
Findings
The findings of this
study reveal that conventional implicature is a prominent feature of the
language used by roadside hawkers in Abuja Municipal Area Council. The analysis
shows that hawkers strategically employ implied meanings to persuade customers,
promote products, and enhance commercial interactions. Rather than relying
solely on literal descriptions, they communicate meanings through culturally
shared assumptions and beliefs that are readily understood within the speech
community.
One major finding is
that hawkers frequently exploit socio-cultural knowledge to establish product
credibility. Expressions such as “This is Ijebugarri” and “Na
from Alfa Ilorin” derive their persuasive force from widely accepted
beliefs regarding the quality or effectiveness of products associated with
particular places or groups. This finding supports the observation of Odebunmi
and Oni (2021) that commercial discourse often relies on culturally grounded
implicatures to influence consumer perception and behaviour.
The study also reveals
that hawkers employ scarcity implicatures to create a sense of urgency among
potential buyers. Utterances such as “Na only this one remain” and “Na
one-time offer be this” suggest that the products are limited in
quantity and may not be available in the future. Such expressions encourage
customers to make immediate purchasing decisions. This finding aligns with the
position of Eze and Nwoye (2023), who observed that street traders frequently
use scarcity-related expressions as persuasive strategies in commercial
transactions.
Another important
finding is the use of social identity and flattery as persuasive devices.
Hawkers often address customers with titles such as Chairman, Oga,
and Madam or associate products with positive personal
qualities. These expressions imply that purchasing the product is consistent
with the customer's social status, taste, or personal identity. Such findings
corroborate Abdullahi's (2020) assertion that traders frequently manipulate
social relationships and interpersonal meanings to influence customers'
decisions.
Furthermore, the study
demonstrates that conventional implicature in roadside hawking is largely
dependent on shared background knowledge between the speaker and the hearer.
The interpretation of many utterances is possible because both parties possess
common socio-cultural understandings. This observation supports Grice's (1975)
view that successful communication often extends beyond literal meanings and
relies on inferred meanings generated through contextual interpretation.
9. Conclusion
This study examined the
use of implicature in the language of roadside hawkers in Abuja Municipal Area
Council (AMAC), Federal Capital Territory, Nigeria. Drawing on Grice's (1975)
Theory of Implicature, the study analysed selected utterances of roadside
hawkers to identify the implied meanings embedded in their commercial
interactions. The findings reveal that hawkers frequently employ conventional
implicatures to persuade customers, promote products, create a sense of
urgency, and establish social rapport.
The study further
demonstrates that the interpretation of hawkers' utterances depends largely on
shared socio-cultural knowledge and contextual understanding between speakers
and hearers. Through expressions that invoke product quality, scarcity, social status,
and cultural beliefs, hawkers communicate meanings that extend beyond the
literal content of their words. The study therefore concludes that implicature
serves as an important pragmatic strategy in roadside hawking discourse and
contributes significantly to the effectiveness of commercial communication in
informal market settings. The findings also confirm the applicability of
Grice's Theory of Implicature in explaining meaning construction and
interpretation in everyday commercial interactions.
References
Al-Shammari, M., &
Ali, H. (2022). Investigating the importance of conversational implicature and
violation of maxims in daily conversations. Arab World English Journal,
13(3), 89–103.
Grice, H. P. (1975).
Logic and conversation. In P. Cole & J. L. Morgan (Eds.), Syntax
and semantics: Vol. 3. Speech acts (pp. 41–58). Academic Press.
Lehmann, W. P.
(1981). Language: An introduction to historical linguistics. Holt,
Rinehart and Winston.
Levinson, S. C.
(1983). Pragmatics. Cambridge University Press.
Mbisike, R. C. (2024).
Pragmatic dynamics of foregrounded computer lexical items among Nigerian
youths. Global Academic Journal of Linguistics and Literature, 6(1),
40–46.
Odey, J. E., &
David, S. O. (2022). A study of conversational implicature in selected
political interactive programmes. AKSU Journal of English, 4(1),
97–115.
Sapir, E. (1921). Language:
An introduction to the study of speech. Harcourt, Brace and Company.
Udechukwu, C., &Nwosu,
P. (2020). Pragmatic analysis of conversational implicature in literary
discourse. Journal of Language and Literary Studies, 11(2), 45–58.
Yule, G. (1996). Pragmatics.
Oxford University Press.
0 Comments