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The Doctor: Bad Wolf.
Rose: But, I've heard that before; bad wolf, I've heard that lots of times.
The Doctor: Everywhere we go: two words. Followin' us. Bad Wolf.
Doctor Who, "Boom Town"

An enigmatic word or phrase that appears, unexplained and without context, here and there throughout an Arc, and (with luck) is finally explained at or near the climax. A way of building up tension and mystery, as well as an indicator that anyone using the words knows more than they're telling. Can also be used as a memetic way of advertising the show. A typical element of a Mind Screw.

Arc Words can also be a way to hint at the Aesop or one of the themes of a show, often in the form of a question the characters must find an answer to. Alternately, they can be used for Foreshadowing. But they are not the same thing as a Running Gag, a Catch Phrase, or even just a phrase that ends up popping up a lot due to being used a lot in the plot.

Note that the Arc Words often do not have attention drawn explicitly to them; eagle-eyed/sharp eared viewers are left to notice for themselves. In the "Bad Wolf" example below, the words appeared as, among other things, a helicopter's callsign, a reference in dialogue to "The Big Bad Wolf", a graffito, and even in other languages (the Welsh Blaidd Drwg, the French Mal Loup, and the German Böser Wolf).

Often shows up on the Internet Movie Database "memorable quotes" page for the show, with the label "repeated line".

Compare with Arc Number, Dream Melody. Not to be confused with Arc Reactor Words, which generally have to do with caves and boxes of scraps.

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