Abstract
This research studied the speech style used by marketers at Charanchi and Mashi markets in Katsina State. The objective of the study is to identify and examine the persuasive style used in the two market. The methods of data collection in this study were observation and recordings.The research used persuasion theory proposed by Aristotle (rhetoric), outlines three main modes of persuasion. Ethos (credibility) Pathos (emotion) and Logos (logic), as its theoretical framework. The research found that the traders under the study adopted some strategies in their persuasive language, such as: exaggeration and repetition, in order to attract the attention of prospective buyers. The research also finds that Hausa language speech style used in the marketing can shape the way audiences think about a business product. Words and phrases have power of positive or negative impact on how audiences perceive a product. The qualitative approach used for the research. The objects of the research are Charanchi and Mashi market of Katsina State Mashi is cross-border trade hub, people from Nigeria and Niger Republic trade here. Charanchi also is a biggest livestock market as international livestock hub and mix of everything. They have unique style different from mainstream communications.
Keywords: Persuasive strategies, Speech style, Market, Seller, Buyers, Vendor
DOI: 10.36349/sojolics.2026.v02i02.018
author/Sullubawa, S. I., & Mohammed, S.
journal/Sokoto JOLICS 2(2) | August 2026 |
