Life — September 28, 1916 — page 4: what you’re looking at

What you’re looking at

# Analysis This page features an illustration of a luxury automobile with decorative Art Deco styling, accompanied by an article titled "What's In a Name?" The text discusses how brand names carry significance and purpose. It argues that names like "Reo" (the car brand shown) represent more than mere labels—they embody meaning and identity. The article suggests that in recent times, naming has become overlooked despite its importance for establishing reputation and reward. The satirical point appears mild: the piece playfully critiques how consumers often overlook the deliberate strategy behind product naming, treating names as arbitrary rather than recognizing they convey quality and intention. The Reo automobile serves as the example of a name meant to inspire confidence through its "definite, unwavering purpose." This reflects 1920s-era marketing philosophy emphasizing brand identity's psychological power.