Slogans and Mottos on Commercial Vehicles: A Reflection of Liberian Philosophy and

Culture
Author(s): James S. Guseh
Source: Journal of African Cultural Studies, Vol. 20, No. 2 (Dec., 2008), pp. 159-171
Published by: Taylor & Francis, Ltd.
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Journal of African Cultural Studies |3 Routledge
Vol. 20, No. 2, December 2008, 159-171 ^ ^^0^

Slogans and mottos on commercial vehicles: a reflection of Liberian

philosophy and culture
James S. Guseh*

Department of Public Administration, North Carolina Central University

Liberia, like many other developing countries, follows the common custom of writing slogans
and mottos on commercial vehicles. While studies have been conducted on such slogans and
mottos in other countries, very little analysis of the ones in Liberia has been conducted. The
purpose of this study therefore is to conduct such an analysis to determine what the slogans
and mottos reveal about Liberian philosophy, culture, and history. A sample of 250 slogans
and mottos were collected in 2005 and 2006.
Overall, the slogans and mottos reveal a strong emphasis on God and religion in Liberia,
indicating that Liberians believe in God or a Supreme Being. They also suggest that traditional
culture is very important in Liberia. A part of this culture is the practice of giving advice.
Liberians are fond of giving unsolicited advice, which may be a manifestation of the
kindness and goodwill of Liberians and the belief in Africa that 'it takes a village to raise a
child.' Trends in Liberia's political and social developments and the global popular culture
are also reflected. The trends show the changing political environment from one in which
political freedom was proscribed to one in which such freedom is permitted.
The slogans and mottos on commercial vehicles are an important source of information
and education on Liberian philosophy, culture, and history. The Liberian Government
could use commercial vehicles as a means of informing and educating the people or
communities on important public policy issues.

1. Introduction
Fourteen years of civil war (1989-2003) left Liberia in a devastated state. In a country with a
population of more than three million people, over 200,000 lives were lost, and a million
people were displaced internally and externally. The physical infrastructures, such as the
hydro-electric plant, water pipe lines, and roads, were also destroyed. As peace was returning
gradually to the country, many of the displaced migrated to the capital city, Monrovia,
because it had the security infrastructures that made it a relatively secure place. As a
result, the city, which has an area of five sq miles (13 sq km), has become overcrowded
with its population increasing from half-a-million people to about 1.5 million (43 percent
of the national population) (Advameg 2008). This surge in population has led to a high
demand for various services including commercial vehicles. There are four types of commer
cial vehicles in Liberia: taxi cabs, buses, trucks including pickups, and trailers. Taxis and
buses carry passengers in the city and interstate, while trucks are more often used in the inter
state than in the city. Trailers along with pickups are used for haulage of heavy materials in
the city and interstate.
Transportation in the city is characterized by a high demand for public transportation, streets
congested with vehicles, and poor road conditions for driving. In taxi cabs, passengers are
crammed four to a back seat and two in the front with the driver,1 and mini vans designed to

*Email: jguseh@nccu.edu

ISSN 1369-6815 print/ISSN 1469-9346 online

C) 2008 Journal of African Cultural Studies
DOI: 10.1080/13696810802522288
http://www.informaworld.com
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 160 James S. Guseh

carry seven passengers are crammed with more than twice that number. Sometimes, passengers
numbering two to three times the number of vacant seats rush to fill those seats before a vehicle
comes to a stop. A passenger entering an already-crammed vehicle will ask the other passengers
to 'please dress small', meaning please move over a little. As riders struggle to enter barely
stopped vehicles, pick pockets are busy stealing their wallets, cell phones, and other valuables.
The dilapidated road conditions lead to very slow driving and long delays, further increasing the
time it takes to travel in the city.2 The transportation problem has also led to a high rate of tardi
ness among students and workers. With the high demand for transportation, the congested
streets, and the poor road conditions, it can take one to two hours or even more finding public
transportation and travelling from one place to another in Monrovia.
During my visits to Liberia in 2005 and 2006,1 experienced this transportation problem. To
occupy my time when waiting for a vehicle or stuck in traffic, I decided to jot down slogans and
mottos inscribed on commercial vehicles. Endemic traffic problems tend to facilitate this type of
exercise. For example, Burke's (1996: 210) work of transcribing mottos painted on the back of
lorries in Brazil was facilitated by the endemic traffic-jams of Sao Paulo. According to a reporter
in the United States, 'When you are stuck in traffic ... and there's a cab in front of you, it's
interesting to see what's on that one' (Schmid 1986: 1).
I collected about 250 slogans and mottos for analysis. I discovered that hardly any study
has been conducted on the sayings on commercial vehicles in Liberia. Only an article in the
5th November 1992 issue of the Los Angeles Sentinel mentioned a couple of them on yellow
taxis in Liberia such as Peace will prevail and Good never lost.
The purpose of this paper is to determine what the slogans and mottos reveal about Liberian
philosophy and culture, as well as Liberian ways. The next section is a review of studies on
slogans and mottos inscribed on commercial vehicles in other countries. This is followed by
the methodology and findings of the study. The final section presents the summary and
conclusions.

2. Slogans and mottos in other countries

While very little analysis of slogans and mottos on commercial vehicles in Liberia has been con
ducted, several studies have been conducted on those of other countries, such as Brazil, Ghana,
Kenya, and Nigeria. The writing of slogans and mottos on vehicles is a common custom in the
developing world. These sayings often provide insights into the owner or operator's reflections
on life and into the culture of the society in general. Lawuyi analyzed slogans inscribed on taxis
that operate within Oyo State in the southwestern region of Nigeria. He found that vehicle
ownership reflects power in a social relationship, and the slogans are expressions of such
social stratification among the Yorubas. According to Lawuyi (1988: 5) '... a certain power
inheres in the driver or owner's control of the vehicle and in a sense makes him a privileged
citizen.' For instance, although a taxi may not be roadworthy due, for example, to worn out
treads on tyres, the slogan on this taxi may read Where is yours? indicating that passengers
know that if they anger the driver about the unroadworthiness of the taxi, he may refuse to
take them to their destinations (Lawuyi 1988: 5).
Slogans also provide insights into Yorubas' concept of work and its social and economic
consequences. The Yorubas believe that one must work hard to succeed, as reflected in the
slogan It's from a black pot that white porridge comes (Lawuyi 1988: 6). However, they also
believe that work brings about destruction of the labourers, as indicated by A brave soldier per
ishes in battle at last; so too a skillful swimmer often ends his life by drowning in water. What we
relish most kills (Lawuyi 1988: 6). There is also the fear of an uncertain future and the possibility
of upward and downward mobility in the Yoruba concept of work, as indicated by the slogans:

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 Journal of African Cultural Studies 161

No mortal creature can know tomorrow, The struggle continues and No condition is permanent
(Lawuyi 1988: 6, 8-9).
Several Yoruba slogans mention God as a symbol of positive identification and trustworthy
authority. Examples of such slogans include God is a doer/performer and God is my strength
(Lawuyi 1988: 10).
In 1994 Maroukis examined the mottos, maxims, and slogans inscribed on Ghanaian public
transportation, which consists of taxis, buses and tro-tros, and trucks. Analyzing 69 inscriptions,
he concluded that the sayings are a form of protection while travelling on the sometimes
hazardous roads; he felt safe on his trip to Elmina and Cape Coast Castle, since he was travelling
on Son of God (Maroukis 1994: 8).
In 1996, Burke analyzed mottos found mainly on old-fashioned lorries owned by small firms
in Brazil. He noted that these mottos may be viewed as expressions of popular philosophy or,
more exactly, the sub-culture of drivers that deserves an in-depth study. Thus, his study was
intended as a preliminary survey of this cultural material. His survey consisted of 120 mottos,
which he divided into four major categories: religion, love and sex, morality, and work. The
religion category had the most slogans with 25 percent. Examples included: Christ is real, I
love Jesus, Jesus lives, and Jesus Christ is salvation (Burke 1996: 210). The next categories
were those of love and sex, and morality, each with 18 percent. Examples of the former category
were Love constructs, I am happy because I love you, There goes my man, and A woman is like
fresh timber/she weeps but she catches fire. A more contemporary one is The best remedy for
AIDS is to eat at home. Major themes within the category of morality are the need for action
or force, family and envy. The need for action or force is reflected by There is not victory
without struggle and the theme of family is indicated by Did you hug your son today? Examples
for envy are God condemns envy and Don 7 envy me, work. The category of work ranked fourth,
with 15 percent and is indicated by Slow also gets there and Wait your turn.
In 1998 Lewis extended the work of Burke by studying mottos on mammy wagons in Ghana,
which have been the most economical and popular form of local transportation both in and
between Ghanaian urban areas. His sample of 73 slogans was divided into categories, such as
Tain and Trials of This World', 'Advice for Everyday Living', Traditional Slogans',
'Appeals to God or Heaven', 'Relationships with Women', and 'Importance of Money',
among others (Lewis 1998: 167). The category of Pain and Trials of This World had the
highest percentage of slogans, with 18 percent, followed closely by Advice for Everyday
Living with 16 percent. The category of Traditional Slogans had 14 percent and Appeals to
God or Heaven had 11 percent. Relationship with Women and Importance of Money had 7
and 6 percent, respectively. He concluded that a strong religious message is reflected in the
high percentage of slogans devoted to Pains And Trials of This World, as well as to Appeals
to God or Heaven, as indicated by slogans such as Pity a Human, All Shall Pass and Help Me
Oh God (Lewis 1988: 166).
In Kenya, matatus, which are privately owned vans and minibuses, are the main source of
public transportation. They are overcrowded, poorly maintained, and driven recklessly at high
speed, leading to most of the thousands of deaths from road accidents each year (Maharaj
2002). A van with an official capacity of 25 passengers may actually have 50 or more passengers
on board. An appropriate bumper sticker reads You never know, heaven could be nearer than
home. The reckless behaviour of operators is also reflected in names such as Wild One, Rock
and Roll Mama, Comin for to Carry Me Home, and Living Devil (Rule 1988). Loud music
throbbing from two gigantic speakers came from The House of Pain (Santaro 1999: 1).
However, in some cases, this behaviour is not reflected in the names given to some matatus,
such as Opra and the Princes Diana. Loud music and the inscriptions of the names of
popular people may also be a reflection of hip-hop culture.

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 162 James S. Guseh

Sometimes slogans are designed to entertain. For example, in the United States, such slogans
include Bald Heads are the first to know when it rains and We never make mistrakes (Schmid
1986: 1, emphasis added).

3. Slogans and mottos in Liberia

3.1. Methodology
Like many other developing countries, Liberia follows the common custom of inscribing slogans
and mottos on commercial vehicles. My collection of sayings on commercial vehicles in Liberia
was conducted in 2005 and 2006. A total of 250 were collected in the cities of Monrovia (the
capital) and Gbarnga in central Liberia, as well as in other cities and towns and on the highways
in between. I found that many of the sayings in Monrovia were seen on vehicles in other cities
and towns and on highways, and vice-versa. While these may not constitute all of the mottos and
slogans on commercial vehicles, they represent most of them or they are at least a representative
sample. Some of the ones that appeared quite often are In God we trust and God is great.
The sample was divided into eleven categories adapted from the work of Lewis (1998) in
his analysis of the case of Ghana reviewed earlier. The categories include religious appeals,
traditional slogans, advice for everyday living, importance of money, and political statements.
I included a new category on ethics and morality, because of the problem of corruption that
has characterized the governance of Liberia for decades. Government employees have
engaged in corruption with impunity. Some slogans and mottos may be appropriate for more
than one category; in such instances they are placed in the most appropriate one, except in
one case where it is placed in two categories. All slogans and mottos are in English, the official
language of the country. The original spellings of words and the grammar in the sayings are
maintained to reflect Liberian usage. A complete listing of the sample by categories is presented
in Appendix I.

3.2. Results
The slogans and mottos are organized by categories, along with the frequency and percent in
each category (see Table 1). Taken together these sayings provide insights into the philosophy,

Table 1. Slogans and mottos by category, frequency of appearance, and percent

Category Frequency3 Percentb

1. Appeals to God or Heaven 112 45

2. Idiosyncratic and Miscellaneous 34 14
3. Traditional Slogans 24 10
4. Advice for Everyday Living 25 10
5. Morality 19 8
6. Political Statement 11 4
7. Joy on Earth 7 3
8. Pains and Trials of This World 6 2
9. Relationship with Women 6 2
10. Importance of Money 4 2
11. Reward for Hard Work 3 1
Total 250 100
aBecause the slogan 'No money no love' was appropriate for two categories ('Relationship with women' and 'Importance
of money') the slogans do not total 250 in the sample.
bThe percentages do not total 100 because of rounding.

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 Journal of African Cultural Studies 163

culture and values of Liberians, as well as the experiences and concerns of the owners and
drivers of the vehicles.

Clearly, a majority of the sayings have religious appeal, with 45 percent, followed by those
reflecting idiosyncratic messages, traditional cultures, and advice for every day living. Examples
of religious slogans include God is great, God time is the best, If God say yes, no man say no,
God decides my destiny, God is in control, and God with us. This high percentage shows that
many Liberians believe in, and have reverence to, God or a Supreme Being. It may also be a
reflection of people's belief and trust in God or a Supreme Being for their protection and survival
during fourteen years of civil war, as indicated by Devine Blessing, God is wonderful, God thank
you, Only God and Only Jehovah. Many Liberians believe in Christianity, Islam, or some of the
traditional African religions. However, while taxi drivers were often Muslims of the Mandingo
ethnic group, especially during the 1960s to 1980s (Konneh 1993; Martin 2007), only a couple of
slogans pertain to the Islamic religion: Allah is great and God bless Islam. Perhaps, the word
God may be a generic term for whatever Supreme Being in which each religious group believes.
Thus, the word God on a taxicab owned by a Muslim or Christian may be referring to whatever
Supreme Being in which a Muslim or Christian believes. Overall, Liberia is considered a Chris
tian nation, as was attested to by the President of Liberia when she delivered the commencement
address at Cuttington University, an Episcopal college in Liberia, on July 9, 2006. According to
the President, 'history tells us quite correctly that the founders of the Liberian nation state were
Christians who had abiding faith in God ... [and] the largest portion of our citizenry is Christians
of strong faith in God and Jesus Christ' (The Analyst 2006).
Idiosyncratic and miscellaneous, and traditional slogans constitute about 14 percent and 10
percent of the sample, respectively. Slogans in these categories generally tend to be unique to a
society, reflecting the traditional culture and individual interests and experiences. Combined,
they constitute close to 25 percent of the sample, indicating that traditional ways are important
in Liberian life. Some of the idiosyncratic and miscellaneous slogans identify the destinations
of the vehicles or the neighbourhood in which the owner or driver lives. The slogan City boy
indicates that the driver of this taxicab knows the city very well and can take a passenger to
any destination in the city. It also means that this taxi only takes passengers within the city
and in between large towns (Reid 2006). Similarly, Freeport baby indicates that this vehicle's
destination is the Freeport of Monrovia, or the owner or driver lives in the Freeport neighbour
hood. Small small back to town means that even though this vehicle may go slowly on the
highway, it still returns to the town to pick up passengers. Just in time reflects a vehicle that
arrives on time. A driver indicating a friendly environment has the inscription Good friend.
Slogans showing individual interests and experiences may also be a part of the pop culture in
urban areas. Names such as Mr. Arsenal and Real Madrid suggest the favourite soccer teams
of the driver or owner of the vehicle.
Traditional slogans reflect various aspects of Liberian culture. The slogan Nothing last
forever not only shows the mortality of the human race but also shows that many conditions in
which people find themselves are not permanent. For example, those in high positions in
government and business will not be in those positions forever. Similarly, those facing hardships
may some day be well-off. As a result, people should be cautious in how they treat one another,
because, according to another slogan, Who knows tomorrow? Thus, it always pays to be kind, as
indicated by Good never lost. In other words, kindness is never wasted; it is always rewarded
either directly or indirectly. If you assist someone in need, the person, his or her friend, or relative
could assist you, your family member, or your friend when in need. Thus, Liberians generally tend
to be kind, especially to strangers, as attested to by many visitors to Liberia (Martin 2007).
The responsibility of being a man in Liberian society is reflected in the slogan To be a man is
not easy. A man in Liberian society is expected to provide for his family, which includes the wife

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 164 James S. Guseh

or wives, children, and extended family. A man should be able to provide, among other things,
food, clothing, shelter, education, and health care for his family. The implication of the slogan is
that a male should not undertake family responsibilities until he is prepared to do so. Preparation
includes having the necessary education and skills. As Samuel K. Doe, former President of
Liberia, once said 'You have to be a man to send your child to school.'
The category of advice for everyday living constitutes 10 percent of the sample. Examples of
these are Better days ahead, Every disappointment is a blessing, I am what God say I am, You are
what God say, That the way life goes, and What for you for you. Presented in mathematical form
is the slogan Determination + Concentration = Success. These slogans reflect important
aspects of Liberian culture. The high percentage of slogans in this category reflects the cultural
tendency of Liberians to provide unsolicited advice. While the giving of unsolicited advice is not
encouraged in some cultures, giving such advice is customary in Liberia. For instance, during a
dispute between two persons, a passerby unrelated to the disputants may intervene, advising
them to stop so as not to get in trouble with the law. An older person may tend to give advice
to a younger one during a conversation between them. This practice may be a reflection of
the kindness and generosity of Liberians. Many visitors to Liberia have characterized Liberians
as being very friendly. For example, despite the lack of street numbers and the lack of street
names in some parts of cities, Liberians are patient and helpful in giving directions.
This practice of giving advice may also be a manifestation of the belief in Africa that 'it takes
a village to raise a child'. Extended family members and other adults in a community are
expected to contribute to raising a child in the community by, for example, reporting the mis
behaviour of a child to the parents or preventing a child from engaging in dangerous activities
in the absence of their parents. The giving of advice may be an extension of this practice in
various aspects of Liberian life.
Slogans also provide advice on tardiness that seems to be prevalent in Liberia, especially
among government employees. During the early 1970s, tardiness of government officials
became one of the concerns of the President of Liberia. As a result, the President would visit
a government agency a few minutes after 8 a.m., the official time for government employees
to be at work. A Minister or head of agency who was not present when the President arrived
was dismissed. Be on time and Just on time are examples of slogans on punctuality. Even in
the United States where being on time is emphasized, the Liberian sub-culture of tardiness
still persists among Liberians. Some Liberian brides and grooms are reported to have arrived
so late for their weddings that the minister who was to officiate had left by the time they
arrived. The phrase 'Liberian time' is used often to indicate tardiness.
Combining the category of advice for everyday living with that of religious slogans reflects a
culture of a trial-ridden society and the fatalistic outlook and resignation to such trials among
Liberians. That is, belief in predestination is a part of the Liberian culture. Many Liberians
believe that everything that happens is predestined, as in God decides my destiny, God's plan,
I am what God says I am and What for you for you. Since it is believed that one has no
control over what is predestined, there are recommendations on being patient and hopeful.
Examples include Better days ahead, Life can change, One day at a time, Patient dog eats
the fattest bone, Step by step, and Wait for God's time. This belief may also reflect the small
percentage of slogans, 3%, in the category of joy on earth, such as Don't worry be happy and
No cause to worry. This does not mean that Liberians do not seek to improve their socioeco
nomic conditions. On the contrary, they are industrious, engaging in various forms of economic
activities, ranging from micro-financed to medium-scale enterprises. However, many of the
medium to large-scale enterprises are foreign-owned. Perhaps, as the socioeconomic conditions
of the masses improve over time, this trend may be reflected in more slogans in the category of
joy on earth.

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 Journal of African Cultural Studies 165

In the category of morality is corruption, a major problem that has characterized the
governance of Liberia for decades. Corruption is defined as a form of stealing that involves
the abuse of public trust for private gain. It has adverse impact on national economic perform
ance, such as the slowing down of investment and economic growth (Todaro and Smith 2006).
Since 1995, Transparency International (2007) has provided annual rankings of the levels of
corruption in countries in the world. According to the 2007 index, the most recent one,
Liberia is ranked 150 out of 179 countries surveyed, with Denmark, Finland, and New
Zealand tied for first place as the least corrupt countries in the world and Myanmar and
Somalia tied for the 179th place as the most corrupt. Government employees engage in corrup
tion, such as appropriating scarce development resources for their personal use. Drivers pay
bribes to police officers who pull them over for overloading. Drivers are also pulled over for
exceeding or not exceeding speed limits at the discretion of the police. I was pulled over for
driving slowly on Broad Street, the major street in the capital city, when I was watching out
for school kids crossing the street after schools had let out. Regrettably, many corrupt practices
go on with impunity. For instance, the New Vision newspaper reported that a team of investi
gators into economic crimes in Liberia during the tenure of the National Transitional Govern
ment of Liberia (2003-2005) observed that '[c]orruption has become endemic to the extent
that urgent measures are required for an effective anti-corruption legislation' (New Vision
2006: 6). According to the newspaper,

The Team also recommended that the former Vice Chairman, H.E. Wesley M. Johnson should
refund to the Government of Liberia US$34,050 he used with his entourage on a trip to Rhode
Island, USA, to witness the graduation of his daughter. Johnson [was] nominated as Ambassador
to the United Kingdom by [the] President ... (New Vision 2006: 8)

Despite government pronouncements and laws against corruption, the practice seems to be
acceptable, as indicated by the slogan You eat I eat. This saying suggests that when one benefits
from corrupt practices, he or she should also allow the other person to benefit from the practice.
Another slogan, Shine your eyes, suggests that corruption is so prevalent that one needs not look
around that much to see it.
Envy, jealousy, and gossip are other recurrent themes within this category of morality. Envy
is reflected in Liberian culture. Many Liberians who are successful in life through work,
education or other means, may be worried that some people are envious of their success.
Some believe that they could be poisoned or made sick through witchcraft or jujus, and therefore
may seek protection through similar means. Examples of envy and jealously include Don't envy
pray for me, Don't hate me for my luck, Don't play with my living, Enemies surprise and Why
envy. Examples of gossip, especially envy-driven gossip, include Bessa in worry. Bessa in
Liberian English refers to someone who likes to gossip. Bessa in worry means the gossiper is
worried because there is no one to gossip about. Other slogans in the category of gossip are
What for you for you, Mine your business, People like to talk let them talk, and Talk about
me and forget yours.
The category of political statements appears to be increasing gradually. After 14 years of
civil war, political freedom appears to be increasing in Liberia, as reflected during the presiden
tial and legislative elections of 2005. There were more than twenty presidential candidates.
During the election period, Liberians were outspoken, criticizing the interim administration
and giving their views about the candidates, as indicated by It is time to talk. Newspapers
reflected this political openness in the country by reporting the positive and negative sides of
candidates. These developments are quite different from the past when political freedom was
proscribed and overt political and social criticism of the government would lead to serious con
sequences, such as police harassment and imprisonment.

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 166 James S. Guseh

However, despite the high degree of political openness, only a small percentage, four percent
of the sample, constitute some type of political statement. Perhaps, as political freedom con
tinues to expand over time, more slogans reflecting this pattern will appear. These slogans
show the changing political environment where the country is moving from more than a
century of little or no political and individual freedoms to a time when these freedoms are
expanding. Slogans such as It is time to talk and No justice for the poor reflect this trend.
As a result of years of civil war, a peace and reconciliation commission modelled after that
of the South Africa after apartheid has been established, and the slogan Reconciliation time
reflects this.
One of the political slogans that reflect the outcome of the 2005 presidential and legislative
elections is Where were you? Many Liberians voters felt that those who were living in foreign
countries, especially the United States, did not experience the hardship and sufferings from the
civil war. Now that the country is peaceful and it is election time, these individuals should not be
elected to political offices in post-war Liberia. The slogan is asking the political candidates from
abroad where they were when the masses were suffering. As a result, hardly any of these candi
dates were elected to any positions.
About two percent of the slogans reflect the category of relationship with women. While
Liberian men tend to joke about women, these jokes are not reflected in the slogans, and in
fact, the slogans reflect respect for women. The slogans include Mother blessing, Sweet
mother, True love, and One love. One slogan, however, shows the greed of women, i.e. No
money no love. While the slogan One love may indicate a monogamous relationship, polyg
amy is widespread in a large proportion of the population, especially those who live in
rural areas.
While the slogans seem to show reverence or respect for women, there is presently a high
incidence of domestic violence and rape after 14 years of civil war. There are billboards on
the streets of the capital city designed to stop the abuse of women. For example, one bill
board reads Rape is a crime. Stop rape.
Unlike slogans in Liberia, those of others countries, such as Ghana and Brazil reflect other
views about women. Examples in Ghana include No business; no wife, Fear beautiful women
and Men suffer, women don't know (Lewis 1988: 157, 170). Examples in Brazil include The
kiss of a married woman tastes of led, Mistress of my desire, A woman is like fresh timber/
she weeps but she catches fire and On the curve of your body I crashed my heart (Burke
1996: 210, 213). In the last slogan, the imagery of the road is used to describe love.
There are few slogans showing the importance of money and the reward for hard work. As
the society moves from a traditional informal economy, where extended families and depen
dency relationships are important, to a modern economy, money becomes important. Lack of
money tends affect one's status in society, as indicated by the slogans No money no friend,
No money no love, Money sweet and No money no respect. The last slogan is similar to the
slogan No job no respect, found in the category reward for hard work. Other slogans in the
latter category are Hard work pays and No job for lazy man.
Slogans also reflect current developments in the country. As such, they can serve as an
important source of history. When past slogans are reviewed in the future, they will reveal
some of the important issues and events of the past. For example, slogans such as Peace and
love and Reconciliation time show the need for peace and reconciliation after the civil war.
Similarly, a slogan such as It is time to talk shows the expansion of freedom of expression
and political freedom which have been proscribed for decades in Liberia as discussed earlier.
The war also led to the displacement of people not only internally but also externally. Living
in other countries exposed people to other cultures and political and economic systems. This
experience is shown by the slogan Travel and see.

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 Journal of African Cultural Studies 167

4. Summary and conclusions

Liberia, like many other developing countries, follows the common custom of inscribing slogans
and mottos on commercial vehicles. The purpose of this paper has been to analyze slogans and
mottos on commercial vehicles in Liberia to determine what they reveal about Liberian philos
ophy and culture. To this end, a sample of 250 slogans and mottos were collected in 2005/2006.
The sample was grouped into eleven categories, such as appeals to God or heaven, traditional
slogans, advice for everyday living and morality.
Overall, the slogans reveal a strong emphasis on God and religion in Liberia, indicating that Liber
ians believe in God or a Supreme Being. It is widely believed that Liberia is a Christian nation. The
large share of religious slogans in the sample also indicates that Liberians believe that everything is
predestined. As a result, they tend to accept the conditions in which they find themselves.
The slogans and mottos also suggest that traditional culture is very important in Liberia. This
is attested to by the fact that more than seventy percent of the population live in rural areas,
where traditional way of life is practiced. A part of the Liberian culture is the practice of
giving advice. Liberians are fond of giving unsolicited advice, which may be a reflection of
the kindness and goodwill of Liberians and the belief that 'it takes a village to raise a child'.
Slogans also reflect the low ethical standards, corruption, and tardiness that have characterized
public administration in Liberia for decades.
Trends in Liberia's political and social developments and the global popular culture are also
reflected. The political environment is changing from one in which political freedom was
proscribed to one in which such freedom is permitted. In revealing these changes and trends
in the country, slogans can serve as an important source of history.
Inscribing slogans and mottos on commercial vehicles has been an important source of
information and education on Liberian philosophy, culture, and history. The Government of
Liberia could also use this means to promote important public policies (Martin 2007). Presently,
billboards are being used for this purpose. Some billboards read Rape is a crime. Stop rape, Stop
violence against women and Stay in school, you could be her. Commercial vehicles could be
another means that the government could use to inform and educate the people or community
on important public policy issues.
Finally, research from other disciplines, such as sociology, history, and theology, is needed
to provide further insights into this aspect of Liberian culture. As inscribed on one taxicab, Who
knows tomorrow?

Acknowledgements
An earlier version of this paper was presented at the 39th Annual Conference of the Liberian
Studies Association held at Indiana University, Bloomington, Indiana in 2007. I would like to
thank Jemee K. Tegli for assisting with the data collection and the anonymous reviewers for
their helpful comments.

Notes
1. In mid-2008, the government limited the number of passengers in the front to one person.
2. These were the road conditions at the time of this study, but recently there have been some improvements.

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Appendix 1. Slogans and mottos by categories

1. APPEALS TO GOD OR HEAVEN: 44.8 percent

1. Allah is great 21. God bless me

2. Ask God 22. God bless the child
3. Blessings 23. God blessing
4. Blessing from God 24. God cares
5. The blood of Jesus 25. God comes first
6. Confidence in prayers 26. God decides my destiny
7. Devine's blessing 27. God is able
8. Devine favor 28. God is faithful
9. Faith 29. God is great
10. Faith and trust 30. God is in control
11. Father forgive 31. God is wonderful
12. Father forgive us 32. God knows
13. Father's blessings 33. God never fails
14. Fear God 34. God of peace
15. Fear God and be bless 35. God promise never fails
16. God alone 36. God thank you
17. God and father's blessings 37. God will provide
18. God answers prayer 38. God with us
19. God bless 39. God's favor child
20. God bless Islam 40. God's gift

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 Journal of African Cultural Studies 169

41. God's plan 77. My help comes from the Lord

42. God's power: what for you is for you 78. My help cometh from God
43. God's protection 79. Never lose hope! God is in control
44. God's supply is stable 80. Oh! God
45. God's time is the best 81. Oh God, thank you
46. God's willing 82. Only God
47. God's willing I will be back 83. Only God can help
48. His grace 84. Only God can judge
49. Hold your heart God will provide 85. Only Heaven knows how
50. Human plan is not God plan 86. Only Jehovah
51. I am what God says I am 87. Only Jesus knows
52. I say you will see the glory of God 88. Our God is able
53. I trust God 89. Our Father ...
54. If God say yes, no man say no 90. The power of prayer
55. If God says, who can say no 91. Powerful prayer
56. In God we trust 92. Praise the Lord
57. In Jesus' name 93. Praised be to God
58. Jesus is God 94. Prayer changes things
59. Jesus is the answer 95. Prayer is the key
60. Jesus never fails 96. Put your trust in God
61. Just be good God will help you 97. Remember your creator
62. Let God be praised 98. Sweet Jesus
63. Let God be with you 99. Thank God
64. Let us pray 100. Thank you Jesus
65. Life is Jesus 101. There is only one God
66. Little is much when God is in it 102. To God be the glory
67. Little much with blessing 103. Trinity God
68. Living God 104. Trust God
69. Look up to God 105. Wait for God's time (or Wait on God's time)
70. The Lord is my shepherd 106. The way to God is the way forward
71. The Lord who lifted me will not let me fall 107. What God bless is blessed
72. Lord will provide 108. Why worry if you can pray
73. The Lord's doing 109. With God all blessings are possible
74. Man predicts while 110. With God all things are possible (or With God
God decides everything is possible)
75. May God bless the poor 111. You are what God Say
76. My God will not let me fail 112. Your mercy O Lord will hold me up

2. POLITICAL STATEMENTS: 4.4 percent

1. Divided we stand united we fall 7. One United

2. It's time to talk 8. Peace and love
3. Justice say respect the police 9. Reconciliation time
4. Law and order 10. Respect the police
5. No justice for the poor 11. Where were you
6. One nation one people

3. IMPORTANCE OF MONEY: 1.6 percent

1. Money sweet 3. No money no love

2. No money no friend 4. No money no respect

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170 James S. Guseh

4. REWARDS FOR HARD WORK: 1.2 percent

1. Hard work pays
2. No food for lazy man
3. No job no respect

5. RELATIONSHIP WITH WOMEN: 2.4 percent

1. Mother blessing 4. Super queen

2. No money no love 5. Sweet mother
3. One love 6. True love

6. PAIN AND TRIALS OF THIS WORLD: 2.4 percent

1. Better days ahead 4. Life can change

2. Doing the impossible with the available 5. Life is full of challenges
3. The last man standing 6. To live is to struggle

7. ADVICE FOR EVERYDAY LIVING: 10.0 percent

1. After the rain the sun will shine 14. It takes time
2. Be on time 15. Keep confident
3. Be slave to your master 16. Let them go.
4. Bear patience 17. Let them say
5. Business before pleasure 18. Obedience is better than sacrifice
6. Count it opportunity 19. One day at a time
7. Determination + Concentration = Success 20. Opportunity comes but once
8. Don't give up 21. Step by step
9. Don't give up in life 22. Think big
10. Don't mind what the people say 23. Travel and see
11. Don't rush 24. Your delay is not your denial
12. Every disappointment is a blessing 25. Your way is your life
13. Everything has time

8. MISCELLANEOUS AND IDOSYNCRATIC: 13.64 percent

1. African child 18. Good brother

2. All depends 19. Good friend
3. American 20. Hidden from failure
4. Baby princess #2 21. Just on time
5. Barcelona express 22. Justice boy
6. Big boss 23. Keep me clean
7. The boys 24. The line of confidence
8. Children father 25. Lucky boy
9. Circle of trust 26. May be
10. City boy 27. Mr. Arsenal
11. Confidence 28. People's children
12. Dreams 29. Perfect manager
13. Easy boy back to town 30. Positive himself
14. Flying eagle 31. Real Madrid
15. For what 32. Small small back to town
16. Freeport baby 33. Ultimate
17. Good big brother 34. White pigeon

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 Journal of African Cultural Studies 171

9. TRADITIONAL SLOGAN: 9.6 percent

1. Ask yourself 13. Poor boy need help

2. Destiny 14. Poor man son
3. Determination 15. Rise and shine
4. Everything is vanity 16. Standing on his promises
5. Fear not the world but the people 17. That the way life goes
6. Good never lost 18. There was a time
7. I never know 19. To be a man is not easy
8. Keep the faith 20. Trust me
9. Make sure 21. We must survive
10. Nothing last forever 22. Where there is life there is hope
11. Pacient dog 23. Who knows
12. Patient dog eats the fattest bone 24. Who knows tomorrow

10. JOY ON EARTH: 2.8 percent

1. It is well 5. Nothing spoils

2. Don't worry be happy 6. Relax yourself
3. No cause to worry 7. Success
4. Feel free

11. MORALITY: 7.6 percent

1. A witched pot will never boil 11. Mine your business

2. Bessa in worry 12. People like to talk let them talk
3. Do not hate me for my luck 13. Shine your eyes
4. Don't envy pray for me 14. Talk about me and forget yours
5. Don't play with my living 15. Tell them tell them
6. Enemies surprise 16. Touch not my anointed
7. Jallah do not like 419 game 17. What for you for you
8. Legal hustler 18. Why envy
9. The living rock: don't try it 19. You eat I eat
10. Many ways to live

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