In some areas, 'archetype' seems to have become a commonly-accepted term, but its use in academic writing might be slightly problematic because of its Jungian associations, tied up with the notion of the collective unconscious, a posited structure that is deeply contested. Perhaps a more useful concept is prototype rather than archetype - prototypes are more like cognitive patterns of recognisable features, whereas stereotypes are more socially constructed and inherently judgemental. Just a thought.

I don't know....Pls use Google scholar to get such information

Perhaps, try looking at archetypes as forces rather than just forms? I mean, stereotypes as visibility crystals that are easily recognisable and "just click" in people's mind; by contrast, archetypes as always looming collective forces that cannot be clearly conveyed by single images, although advertsement and media talk incessantly revolve around them… my 2 cents!