He creates realistic dialogues for his characters by imitating the real life, so his characters use simple words and speak in short, clear sentences.
1) dark woods, haunted house, scary cave.
2) they are all dark, negative, scary and cause fear to people.
3) the wizard of oz.
4) negative, violent, aggressive.
5) ?????
Knowing your audience allows you to make the business message more effective on them.
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That would be called a castle? lol or kingdom.