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Ms. Schmidt discusses the difference between a stereotype and an archetype. She talks a bit about individualizing characters using aspects of appearance, what the characters care about and fear, motivations, how others see the character, and so on. When providing examples of each archetype she deliberately provides a wide spectrum of possibilities so that you can see some of the variations that are possible.
My only problem here is that I can still see, having read through the book, how it would be easy to accidentally get trapped into creating stereotypes using these character archetypes. Why? Because many of our stereotypes are variations on (or simplified, judgmental versions of) these archetypes, and it's hard not to let all that history influence us. Perhaps if Ms. Schmidt had included an extra (small) section within each archetype reminding the reader to play with things, and including a few further suggestions and examples for how to do so, it would have allayed this fear.
The archetypes are quite detailed. Each has both a positive and a negative side. The author includes all sorts of information about the archetypes, from things they tend to care about, to which other archetypes they pair well with, and what their assets and flaws tend to be. Then Ms. Schmidt does more in the list of examples to break the stereotype worry than she does anywhere else. She includes examples from TV, film, literature, and history, so no matter what your reading or viewing pleasure, you should find something you can relate to.
Oddly, while the character archetypes are what sell the book, they turned out not to be the main attraction for me. There's a great section on supporting characters, for example. But best of all, roughly a full 95 pages of the book cover the feminine and masculine archetypal journeys. This is where things really take off and catch at the imagination. All in all, this book is interesting, useful, and well-detailed. If your characterizations could use a little help, this might be a fun place to start!
Seductive Muse (Aphrodite): think Scarlett O'Hara and Emma Bovary
Femme Fatale (villainous Aphrodite): think Cleopatra
Amazon (Artemis): think Jo March (and Rose DeWitt Bukater-Dawson)
Gorgon (villainous Artemis): think Nikita
Father's Daughter (Athena): think Queen Elizabeth I
Backstabber (villainous Athena): think Lady Macbeth
Nurturer (Demeter): think Mary Poppins, Meg March
Overcontrolling Mother (villainous Demeter): think Nurse in Romeo & Juliet
Matriarch (Hera): think Monica from Friends
Scorned Woman (villainous Hera): think Mrs. Bennett (of Pride & Prejudice)
Mystic (Hestia): think Phoebe from Friends
Betrayer (villainous Hestia): think Blanche duBois
Female Messiah (Isis): think Monica from Touched by an Angel, Lady of the Lake in Arthurian Legends
Destroyer (villainous Isis): think Erin Brokovich (movie!)
Maiden (Persephone): think Rachel from Friends, Juliet from Romeo and Juliet
Troubled Teen (Persephone): think Ophelia from Hamlet by Shakespeare
MALE ARCHETYPES
Businessman (Apollo): think Mr. Darcy from Pride & Prejudice, Jerry Maguire
Traitor (villainous Apollo): think Macon Leary
Protector (Ares): think Lancelot from Arthurian Legends, Romeo from Romeo & Juliet
Gladiator (villainous Ares): think Thor, Atretes from Francine River's `Mark of the Lion' series
Recluse (Hades): think Quasimodo, Beast from Beauty & the Beast
Warlock (villainous Hades): think Dr. Jekyll
Fool (Hermes): think Joey from Friends, Austin Powers
Derelict (villainous Hermes): think the Fool in King Lear by Shakespeare
The Woman's Man (Dionysus): think Nick Marshall in What Women Want, Will Shakespeare in Shakespeare in Love, Jack Dawson in Titanic
Seducer (villainous Dionysus): think John Willoughby from Sense & Sensibility by Jane Austen
Male Messiah (Osiris): think Luke Skywalker, Martin Luther King, Ghandi
Punisher (villainous Osiris): think Malcolm X
Artist (Poseidon): think Jack from Will & Grace, J.D. (Brad Pitt) in Thelma & Louise
Abuser (villainous Poseidon): think Dr. Zhivago
King (Zeus): think Ricky Ricardo (I Love Lucy), King Arthur, Julius Caesar, Tony Soprano Sr. from The Sopranos
Dictator (villainous Zeus): think Captain Kidd, King Lear
As a note, the Messiahs (both male & female) are not based on Jungian philosophy; they are rather a very much needed addition from Schmidt, whose in depth look at these archetypes was phenomenal.
I hope that you can use this book as well as I've been able to!