Heroes and Villains PDF
Heroes and Villains PDF
Heroes and Villains PDF
techniques that I regularly use in handling cases for, both, my own clients, and the clients of
the lawyers with whom I consult, I am acutely aware of the power of Archetypes and role
that Archetypes play in both the construction of the Theory of Defense and the telling of the
Persuasionist and Story Teller will be just as cognizant of the power of Archetypes and will
seek to harness that power in order to create a story that resonates at a deep, almost primal,
Awareness of Archetypes probably can be traced back as far as the ancient Greeks.
Plato called them “forms.” Swiss psychologist, Carl Jung, developed the idea further. Jung
theorized that in combination with our personal unconscious, something unique and
individualized within each one of us, there existed a second psychic system of a collective,
universal, and impersonal nature that is identical in all individuals. This collective of
unconscious was inherited and not developed, said Jung, and was composed mostly of
archetypes.
role as the advocate seeks to deal with the emotional aspects of the case. Archetypes help
develop the emotional themes in the case. They also help the storyteller determine how to
tell the story from the perspective of each of the myriad characters in the case. Lastly, using
archetypes allows the Persuasionist to look more deeply into the facts of the case to see if a
Universal Story can be extracted from the facts and to use that Universal Story to help tell
Las Vegas attorney, Tami Cowden, has done considerable work in the area of
Archetypes. Her efforts have focused on categorizing the eight (8) Hero Archetypes, the
eight (8) Heroine Archetypes, and the sixteen (16) Villain Archetypes (eight male and eight
female). Her work, which was done in conjunction with her co-authors, Caro LaFever and
Sue Viders, resulted in a book titled The Complete Writer’s Guide to Heroes and Heroines.
Though written as a guide for would-be authors, the categories Ms. Cowden and her
colleagues develop are no less useful for the consideration of the Story Teller in the
courtroom. With Ms. Cowden’s permission, I have revised and re-printed her master lists
and the accompanying charts so that visitors to this site will be able to begin to look deeper
In the future, I will have at least two other installments on the topic of Archetypes
with other, I hope, helpful information and full-color charts which can be used to assist the
visitor in thinking about how to better tell his or her client’s story to the jury. In the
meantime, if the story you are wanting to tell has heroes, heroines and villains, you have
come to the right place to begin thinking more emotionally about your story and how you will
tell it.
Mark J. Stanziano
Persuasion Consultants
February 21, 2007
TAMI COWDEN’S 16 VILLAIN ARCHETYPES
The Men
1. TYRANT He is the bullying despot who wants power at any price. He ruthlessly
conquers all he surveys, crushing his enemies beneath his feet. People are but
pawns to him, and he holds all the power pieces. Hesitate before getting in
this man’s way–he’ll think nothing of destroying you.
2. BASTARD The dispossessed son who burns with resentment. He cannot have what he
wants, so he lashes out to hurt those around him. His deeds are often for
effect–he wants to provoke actions in others. He proudly announces his
rebellious dealings. Do not be fooled by his boyish demeanor–he is a bundle
of hate.
3. DEVIL A charming fiend, who gives people what he thinks they deserve. Charisma
allows him to lure his victims to their own destruction. He is well-served by
his ability to discover the moral weaknesses in others. Close your ears to his
cajolery or he will tempt you to disaster.
4. TRAITOR The double agent who betrays those who trust him most. No one suspects the
evil that lurks in his heart. Despite supportive smiles and sympathetic ears,
he plots the destruction of his friends. Never turn your back on him. He
means you great harm.
5. OUTCAST The lonely outsider who wants desperately to belong. Tortured and
unforgiving, he has been set off from others, and usually for good cause. He
craves redemption, but is willing to gain it by sacrificing others. Waste no
sympathy on him as he will have none for you.
6. EVIL GENIUS The malevolent mastermind who loves to show off his superior intelligence.
Intellectual inferiors–and that includes nearly everyone– are contemptible to
him. Elaborate puzzles and experiments are his trademarks. Don’t let him
pull your strings because the game is always rigged in his favor.
7. SADIST A savage predator who enjoys cruelty for its own sake. Violence and
psychological brutality are games to this man and he plays those games with
daring and skill. Run, don’t walk, away from this man. He will tear out your
heart and laugh while doing it.
8. TERRORIST The dark knight who serves a warped code of honor. He is self-righteous and
believes in his own virtue, judging all around him by a strict set of laws. The
ends always justify his nefarious means and no conventional morality will
give him pause. Don’t try to appeal to his sense of justice because his does
not resemble yours.
9. BITCH An abusive autocrat who lies, cheats and steals her way to the top. Her climb
to success has left many a heel mark on the backs of others. She doesn’t care
about the peons around her–all that matters is the achievement of her dreams.
Forget expecting a helping hand from her, because she doesn’t help anyone
but herself.
10. BLACK WIDOW A beguiling siren who lures victims into her web. She goes after anyone who
has something she wants, and she always wants a lot. But she does her best
to make the victim want to be deceived. An expert at seduction of every
variety, she uses her charms to get her way. Don’t be fooled by her claims of
love–it’s all a lie.
11. BACKSTABBER The two-faced friend who delights in duping the unsuspecting. Her
sympathetic smiles enable her to learn her victims’ secrets, which she uses to
feather her own nest. Her seemingly helpful advice is just the thing to hinder.
Put no faith in her–she’ll betray you every time.
12. LUNATIC The unbalanced madwoman who draws others into her crazy environment.
The drum to which she marches misses many a beat, but to her it is the rest
of the world that is out of step. Don’t even try to understand her logic–she
is unfathomable.
13. PARASITE The poisonous vine who collaborates for her own comfort. She goes along
with any atrocity, so long as her own security is assured. She sees herself as
a victim who had no choice, and blames other for her crimes. Expect no
mercy from her–she won’t lift a finger to save anyone but herself.
14. SCHEMER A lethal plotter who devises the ruin of others. Like a cat with a mouse, she
plays with lives. Elaborate plan, intricate schemes; nothing pleases her more
than to trap the unwary. Watch out for her complex designs, she means you
no good.
15. FANATIC The uncompromising extremist, she does wrong in the name of good. She
justifies her action by her intent, and merely shrugs her shoulders at collateral
damage. Anyone not an ally is an enemy and, therefore, fair game. Give up
any hope of showing her the error of her ways because she firmly believes
you are wrong, wrong, wrong.
16. MATRIARCH The motherly oppressor who smothers her loved ones. She knows what’s
best and will do all in her power to control the lives of those who surround
her–all for their own good. A classic enabler, she sees no fault with her
darlings, unless they don’t follow her dictates. Don’t be lured into her family
nest, you’ll never get out alive.
BASTARD: Khan Noonien Commodus Spike (Marsden): Any male evil twin
Singh (Montalban) (Phoenix): Buffy tVS
The dispossessed Star Trek II: Gladiator
son who wants the Wrath of Kahn Lohr (Spiner):
what he cannot Star Trek TNG
have
EVIL GENIUS: Lex Luthor Dr. Moreau Most Batman and Prof. Moriarity:
(Hackman): (Brando): Superman villains Sherlock Holmes
Superman The Island of
Dr. Moreau
Hannibal Lector
(Hopkins): Mr. Frost
The Silence (Goldblum):
of the Lambs Mr. Frost
F. Kruger: Friday
the 13th
TERRORIST: Captain Hook Frollo: Hunchback Col. Stuart and Follo: Hunchback Osama Bin Laden
(Hoffman): of Notre Dame Gen. Esperanza: of Notre Dame Yasser Arafat
Peter Pan Die Hard II Carlos the Jackal
Carlos the Jackal Insp. Javert: Ted Kaczynski
(Willis): Darth Vader: Les Miserables Tim McVeigh
The Jackal Star Wars IV-VI
BLACK Alex Barnes Ursula, Sea Witch: Erica Kane Delilah: Hebrew Beverly Allit
WIDOW: (Winger): The Little (Lucci): Bible: Book of (Angel of Death)
Black Widow Mermaid All My Children Judges, Ch. 16
She uses sex to get Aileen Wournos
ahead and wants to Matty Walker Catwoman: Catwoman Evil Queen: (Sexual Predator)
be adored (Turner): Catwoman (Newmar): Snow White
Body Heat Batman Martha Wise
The Devil Becky Sharpe: (Revenge Killer)
Iva Archer (Hurley): Vanity Fair
(George): Bedazzled Alexe Popova
Maltese Falcon Circe: Ulysses (Profit Killer)
Kowalski (Camp):
Die Hard
with a Vengeance
Rose Hovick
(Russell):
Gypsy
1. CHIEF A dynamic leader who has time for nothing but work. He might have
been born to lead, or perhaps he conquered his way to the top, but either
way he’s tough, decisive and goal-oriented. This also means he is
somewhat overbearing and inflexible.
2. BAD BOY Dangerous to know, he walks on the wild side. This is the rebel, or the
bad boy from the wrong side of the tracks. He’s bitter and volatile, a
crushed idealist, but is also someone who is charismatic and street smart.
3. BEST FRIEND As he is sweet and safe, he never lets anybody down. He’s kind,
responsible, decent and a regular Mr. Nice Guy. This man doesn’t enjoy
confrontation and can sometimes be unassertive because he doesn’t want
to hurt anyone’s feelings. But, in the end, he’ll always be there.
5. LOST SOUL A sensitive being, he is the one who understands. Tortured, secretive,
brooding and unforgiving. But, he is also vulnerable. He might be a
wanderer or an outcast. In work, he is creative, but he is also a loner.
7. SWASHBUCKLER Mr. Excitement. He’s an adventure. This guy is nothing but action;
physicality, and daring. Fearless, he’s a daredevil, or an explorer. He
needs thrills and chills to keep him happy.
8. WARRIOR A noble champion who always acts with honor. This man is the reluctant
rescuer or the knight in shining armor. He’s noble, tenacious, relentless
and always sticks up for the underdog. Need a protector? He’s your guy.
1. BOSS A real go-getter who climbs the ladder of success. This is a “take charge”
female who accepts nothing but respect. Reaching her goal is the most
important thing in life to her, and she is not bothered by a few ruffled
feathers along the way.
2. SEDUCTRESS An enchantress who always gets her way. This is a lady who is long
accustomed to sizing up everyone in a room the minute she enters. She
is mysterious and manipulative, and hides a streak of distrust that is a
mile wide and ten times that deep. Cynicism guides her every action and
her tough sense of survival gives her the means to do whatever is
necessary to come out ahead.
3. SPUNKY KID She is gutsy, true, and loyal to the end. She is the favorite of many
people, and for good reason: You cannot help but root for her. She’s the
girl with moxie. She is not looking to be at the top of the heap; she just
wants to be in her own little niche. She’s the team player who is always
ready to lend a hand.
4. FREE SPIRIT An eternal optimist, she dances to the beat of her own drum. Playful and
fun-loving, she travels through life with a hop, skip and a jump; always
stopping to smell the flowers and admire the pretty colors. She acts on
a whim and follows her heart, not her head.
5. WAIF A distressed damsel who bends with the wind. She’s the original damsel
in distress. Her childlike innocence evokes a protective urge in the
beastliest of heroes. But, don’t be fooled, because the Waif has
tremendous strength of will. She won’t fight back, she’ll endure.
6. LIBRARIAN She is controlled and clever and is always holding back. She’s prim and
proper, but underneath that tight bun is a passionate woman. Dressed to
repress, she might be the know-it-all whose hand is always up in class.
Or, maybe she is the shy mouse hiding in the library.
8. NURTURER She is serene, capable and optimistic. She is not always a Suzy
Homemaker, but she takes care of everyone. She is a wonderful listener
and a joy to be around because she nourishes the spirit.
CHIEF H e n r y Higgins George Patton Capt. Kirk Fitzwilliam Darcy: Bill Clinton
(Rex Harrison ): (Scott): Patton (Shatner): Pride & Prejudice
My Fair Lady Star Trek Henry VIII
Jerry Maguire Antony:
King Mongkut of (Cruise): Alex Keaton (Fox): Julius Caesar Henry V
Siam (Brynner): Jerry Maguire Family Ties
The King and I Henry V: Henry V Dwight D.
Vito Corleone Blake Carrington Eisenhower
J ack Camp b ell (Brando): (Forsythe):
(Cage): Godfather I Dynasty Attila the Hun
Family Man
Linus Larrabee Winston
(Ford): Churchill
Sabrina
Donald Trump
BAD BOY Jim Stark (Dean): Vince Everett Arthur Fonzarelli Huckleberry Finn Sean Penn
Rebel Without (Elvis): (Winkler):
a Cause Jail House Rock Happy Days Catcher in the Rye Charlie Sheen
BEST FRIEND G e o r ge B a i l e y Lovell (Hanks): Drew (Carey): The Christopher Robin: Jimmy Carter
(Stewart): Apollo 13 Drew Carey Show Winnie the Pooh
A Wonderful Life Michael J. Fox
Thacker (Grant): Chandler (Perry): Jake Barnes:
Charles (Grant): Notting Hill Friends The Sun Also Rises Kurt Russell
Four Weddings
and a Funeral Dave Kovic Andy (Griffith): Mr. Knightly:
(Kline): Andy Griffith Show Emma
Robbie (Sandler): Dave and
The Wedding Mayberry RFD Dr. John Watson:
Singer Sherlock Holmes
Xander (Brendan):
Buffy tVS
LOST SOUL Ronny (Cage): Riggs (Gibson): Charlie Brown Cain: Genesis Earl Rogers
Moonstruck Lethal Weapon
Angel (Boreanas): Hamlet: Hamlet Hemingway
Crash Davis C har lie Al l n u t Buffy tVS
(Cosner): (Bogart): Heathcliffe: Van Gogh
Bull Durham The African Queen Vincent (Perlman): Wuthering Heights
Beauty & the Beast Elvis
Batman (Keaton): Quasimodo:
Batman Fox Mulder The Hunchback of Robert Downey Jr.
(Duchovny): Notre Dame
X-Files Michael Jackson
PROFESSOR Dr. Ian Malcom Dr. Frankenstein Spock (Nimoy): Harry Potter: Einstein
(Goldblum): (Wilder): Star Trek and JK Rowling
Jurassic Park Young Star Trek TNG Bill Gates
Frankenstein Ellery Queen:
David Levinson Methos Steven Spielberg
(Goldblum): Tully (Moranis): (Wingfield): Sherlock Holmes:
Independence Day Ghostbusters Highlander Sir Arthur Jonas Salk
Conan Doyle
Prof. Brainard Spock (Nimoy): Columbo (Falk):
(Williams): Star Trek Columbo
Flubber
Dr. Frasier Crane
Dr. John Nash (Grammar):
(Crowe): Frasier
A Beautiful Mind
Ross (Schwimmer):
Friends
Rupert Giles
(A.S. Head):
Buffy tVS
Mr. Peabody
WARRIOR Colin MacLeod Ryback (Seagal): Superman: (George Edmund Dontes: Buddha
(Lambert): Under Siege II: Reeves) The Count
Highlander I Dark Territory of Monte Cristo Robert Kennedy
Any Segal movie Cordell Walker
John McClane (Chuck Norris): Anagallis Arvensis: Dr. Martin Luther
(Willis): Luke Skywalker Walker, The Scarlett King Jr.
Die Hard (Hamill): Texas Ranger Pimpernel
Star Wars 4-6 Martin Luther
Harry Callahan Angel (Boreanas): Atticus Finch:
(Eastwood): Anakin Skywalker Angel To Kill a
Dirty Harry movies (Christensen): Mockingbird
Star Wars 2-3 Perry Mason (Burr):
William Wallace Perry Mason Horace Rumpole
(Gibson): Maximus (Crowe): (Leo McKern):
Braveheart Gladiator Rumpole
of the Bailey
Superman (Reeve) : Jack Traven
Superman movies (K. Reeves):
Speed
Atticus Finch
(Peck):
To Kill a
Mockingbird
SEDUCTRESS Catherine (Stone): Bree (Fonda): Erica Kane (Lucci): Lolita- Cleopatra
Basic Instinct Klute All My Children Vladimir Nobokov
Eva Perron
Matty (Turner): Scarlett (Leigh): Delilah
Body Heat Gone with Bible, Book of Madonna
the Wind Judges Chapter 16
Wanda (JL Curtis): Princess Diana
A Fish Sugar Kane Becky Sharpe
Called Wanda (Monroe): Vanity Fair Monica Lewinsky
Some Like it Hot
Evita Perron
(Madonna): Evita Cleopatra (Taylor):
Cleopatra
SPUNKY KID Annie (Ryan): Lois Lane Mary Richards Little Orphan Rosie O’Donnell
Sleepless in Seattle (Kidder): (Moore): Annie
Superman Mary Tyler Moore Harold Gray Ellen Degeneres
Deloris (Goldberg):
Sister Act Lucy (Bullock): Mary Ann (Wells): Cathy Sally Field
While You Gilligan’s Island Cathy Guisewite
Fiona (Diaz): Were Sleeping Sarah Ferguson,
Shrek Rhoda (Harper): Stephanie Plum Duchess of York
Tess (Griffith): Rhoda Janet Evanovich
Working Girl Annie Oakley
FREE SPIRIT Muriel (Davis): Mame Dennis Lucy (Ball): Alice Carole Lombard
Accidantal Tourist (Russell): I Love Lucy Alice in
Auntie Mame Wonderland Shirley MacLaine
Cher Horowitz Ally (Flockhart): Lewis Carroll
(Silverstone): Suzette (Hawn): Ally McBeal Cindi Lauper
Clueless The Banger Sisters Emma: Emma
Dharma (Elfman): Jane Austen Goldi Hawn
Ariel: Lily (Lombard): Dharma and Greg
Little Mermaid Twentieth Century
Phoebe (Kudrow):
Friends
Thelma (Davis):
Thelma & Louise
Letitia: (Berry):
Monster’s Ball
CRUSADER Dr. Jo Harding Erin (Roberts): Buffy (SMGellar): Antigone Joan of Arc
(Hunt): Erin Brockovich Buffy tVS The Antigone
Twister Sophocles Mother Teresa
Fa Mulan Xena (Lawless):
Joan (Jovovich): (Salonga): Xena Warrior Jane Eyre Gloria Steinham
The Messenger: Mulan Princess Jane Eyre
The Story of Charlotte Bronte Phyllis Schlafly
Joan of Arc Ripley (Weaver): Emma Peel (Rigg):
Alien The Avengers
Sgt. Sarah
(Simmons): Norma Rae (Field): Joan (Sobieski):
Guys and Dolls Norma Rae Joan of Arc
The Bride
(Thurman):
Kill Bill I & II
Beth (Archer):
Fatal Attraction