Slogans and mottos on commercial vehicles: a reflection of Liberian philosophy and culture

Abstract

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.

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