stereotype: A stereotype or "stereotypes" is a commonly held public belief about specific social groups or types of individuals. The concepts of "stereotype" and 'prejudice'  are often confused with many other different meanings. Stereotypes are simplified conceptions of groups based on some prior assumptions. E.g, All blonds are slow, All emos cut them selves, All Asians are smart.

archetype: An archetype is an original model of a person, ideal example, or a prototype upon which others are copied, patterned, or emulated; a symbol recognized by everyone. E.g the Nike tick, in most advertisements we do not need the words 'Nike' to recognise what it is advertising

Media institutions use stereotypes because the audience will intently relate to them and this is called visual shortcut.

gender and media representation:

Gender is possibly the basic group we use for categorization individuals, and it is a key subject when discussing representation. necessary elements of our own identity, and the identities we assume other people to have, come from concepts of gender, what does it mean to be a male or a female? Many objects, not just people, are represented by the media as being particularly masculine or feminine, particularly in advertising and we grow up with an awareness of what make up 'appropriate' characteristics.