Where would Nigeria really be without pidgin English. I dare say that this very urban linguistic and cultural masterpiece is the glue that holds our fragile nation together. It is the uncontested language of trade and business, at least in the colloquial domain. Yes o. Forget about Queen’s English. Pidgin is understood in every nook and corner of the country, but your valiant attempt at remaining true to the Queen’s English may leave your floundering and beep-booping, like a stranded alien, in many parts of the country.

Pidgin is to me linguistic jazz and, like that venerable musical idiom, the exponent is free to improvise, forming new words, phrases, idioms and sounds that only have meaning in the context of the Key, Beat and Tonality, which make you smile out of pure pleasure in appreciation of the art. Good thing too is that, like a Jazz jam session, you are challenged or ‘gingered’ to showboat your own skills to the enjoyment of all.

Pidgin to foreign ears must be confusing: What for example would an American think of ‘I no go go’ to mean? Certainly not the ‘I won’t go’ that it means! My Italian friends, however, confess to being fascinated by pidgin and make every attempt to speak it, sometimes to hilarious effects.

Pidgin as the Language of Marketing presents itself as funny, memorable and communicates effectively with the whole market and across every demographic.