Though a fantasy theme is concrete and specific in its original form, one of its powers is that it does not have to be retold in full to evoke the message after an audience has accepted it. Images can be conveyed to all but new audiences by what Bormann has labelled insider cues. As a society, we are familiar with the phrase "crying wolf" without having to hear the whole fable of "The Boy Who Cried Wolf" again. We know what a "good Samaritan" is without returning to the Biblical passage. We can turn withering glances on those less astute than ourselves when we figure out a puzzle and say to them, "Elementary, my dear Watson" and expect them to know what we mean. Most of us can relate to the phrase "Where's the beef?" or "I can't believe I ate the whole thing" even if we have never seen the commercials that began these phrases and have no idea what product they were trying to sell. Likewise a social movement can have an insider cue which evokes the image of a full narrative. Those who support Greenpeace in its efforts to save the seals, who are familiar with stories of volunteers sailing in the ship Rainbow Warrior to Newfoundland to spray the coats of baby seals with green dye so the fur is of no use to furriers, do not have to repeat the full drama to convey their messages. They can simply use phrases such as "green fur coats" or "send the Rainbow Warrior" to convey the whole image. Even the visual drama which began this chapter is an insider cue for the story of the harried businessman who chucks it all to run away to the beauty and adventure of the south seas.
Whenever possible, use strong subjects and active constructions, rather than weak verbal nouns or abstractions and weak passive or linking verbs: instead of "Petruchio's denial of Kate of her basic necessities would seem cruel and harsh...," try "By denying Kate the basic necessities of life, Petruchio appears cruel and harsh--but he says that he is just putting on an act." Don't forget that words and even phrases can serve as strong sentence subjects: "Petruchio's 'I'll buckler thee against a million' injects an unexpectedly chivalric note, especially since it follows hard on the heels of his seemingly un-gentlemanly behavior." And remember--use regular quotation marks unless you're quoting material that contains a quotation itself.