In the psychological theory of Carl Jung, a psychological archetype is an inherited idea that is derived from the collective experience of the human race. Archetypal ideas and images arise from the unconscious of the individual, but they are rooted in kind of species-memory: the collective unconscious. When archetypes appear in mythology or fiction, they tap into an audience’s unconscious ideas at a deep level, and they provoke characteristic emotional responses that fit certain molds. Archetypes can be powerful tools in your storytelling kit.
The site “Gnome Stew” is geared towards being a game master for role playing games, but it is important to know that it is a style of story telling that is as rich as writing. The core principals of telling stories is the same regardless of the medium you are telling them in. This blog post has some good ideas.