In movies, you have popular characters like the hero, the villain, the rebel, the mentor, the trickster, and plots like the tragedy. the quest, the voyage and return, and Hollywood's oh-so-favourite - conquering the monster. These are all archetypal social roles and stories. Archetypes are the reason you move away from where you see a spider-like or snake-like form. Archetypes are the reason you associate Michael Jordan and Tiger Woods with Nike, and rough-and-tough outlaws with Harley-Davidson, all this and more in this episode based on an excerpt, from the Universal Principles of Design.