In fact it's the module name (as in MODULE_NAME on the gcc comand line) and not the object name.

src/libvlc-module.c

@@ -172,7 +172,7 @@ static const char *const ppsz_snap_formats[] =
     "This is a ',' separated string, each objects should be prefixed by " \
     "a '+' or a '-' to respectively enable or disable it. The keyword " \
     "'all' refers to all objects. Objects can be refered to by their " \
-    "type or name. Rules applying to named objects take precendence " \
+    "type or module name. Rules applying to named objects take precendence " \
     "over rules applying to object types. Note that you still need to " \
     "use -vvv to actually display debug message.")