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/Sounds like the English word "no" (same pronunciation) + "mah" (as in "mark") + "MAHR" (as in "mark")/

Meaning

A Mexican and Chicano expression meaning "don't exaggerate," "don't lie," or "don't go too far." You use it when someone says something hard to believe, asks for too much, or pushes a joke past the limit. Not a heavy insult in Mexico: it's normal pushback between close friends.

Examples

He's asking a thousand bucks for that junker, come on.

That hour is completely unreasonable, I'm not showing up half asleep.

Word family
Regional synonyms

A person who neither studies nor works. An acronym from ni-ni (neither-nor) used to describe unemployed youth with no occupation, usually in a critical tone. It's a recognized social phenomenon in Mexico and Spain.