In this paper we examine the significance of the notion “stereotype” and to which extent stereotypes serve as a “shortcut in thinking and speaking“ when infiltrated into literary contents. Special focus shall be placed on differentiation within this notion: on linguistic stereotypes and stereotypes regarding actions, on general stereotypes and less generalized stereotypes, and on permanent and modern stereotypes reflecting discursive trends, and in that regard we shall particularly discuss gender stereotypes, as norms which can explicitly influence the shaping of literary contents, in our case - of fairy tales. Therefore, the functions of stereotypes and stated divisions shall be considered using the example of some Serbian folk fairy tales.