When Thor said in Avengers: Infinity War that “all names are made up,” he was honing a conversation down to something basic. We assign letters out of our language to things in word form, and hopefully they aptly apply to them. Some words draw a picture of beauty, others not so much. Sometimes names can be confusing, because they don’t conjure an image or concept. They are just letters on a sign.
Two businesses I passed the other day reminded me that names are not always the draw, and may even look funny on a sign. The first was a seafood restaurant satellite location called Oceancrat. And did I mention that the “A” is represented by a flame? When I saw the sign, I wasn’t sure if the flame represented an “O” or an “A,” and I took the time to look it up. That’s what writers do: learn about new words and meanings. I had hoped to learn some nautical term about crab fishing or something. there wasn’t such a definition there. “Crat” normally refers to a governing head (bureaucrat), so perhaps the name means “Ruler of the Ocean.” I think Aquaman would be a bit offended at the idea of a place serving sea creatures to diners thinks it rules the ocean. I suppose I should visit and see how the ruling class serves seafood dinners.
The second business is a new salon named Vek. I really struggled with this name, because it gives the mouth a workout and doesn’t give any first impression of what they are. Again, I looked them up, and the salon takes care of hair and makeup with a variety of treatment options, performed by two experienced people.
Admittedly, as I read and saw in the short definition the term Brazilian, I immediately thought they also removed hair from the bikini zone, but it’s a type of hair treatment for the head not involving removal of any kind. I sighed with relief.
Of course I’m not one to judge, since I’m from the generation who used a shampoo called Breck. What the heck.
Any words with V or K sounds can jar the ears, as anybody knows when cranking the volume up on the Victrola. And why we call the undead vampires and not coffincrats.
So the question is whether I should have my hair done before going out for seafood.
Or whether our language effectively communicates what people need to know when a new business opens.
I’ll try to find some answers, because I’m no hypocrite. Or is that hypocrat?