motif

subject matter

talking point

count, idea, point, purpose

consideration, issue, problem

body, bulk, burden, centerpiece, core, crux, essence, fundamental, generality, gist, grist, heart, kernel, keynote, main, marrow, mass, net, nub, nubbin, nucleus, pith, pivot, purport, quick, staple, substance, sum

scheme

device

adornment, caparison, decoration, embellishment, frill, garnish, ornament, trim