I appeal to the Movies and TV! [And, to a lesser extent, some books...] This is partially because I'm not a very visually imaginative person, and so it's an important crutch to my narrative style.
"We're playing in a [Lord of the Rings|Star Wars|Lost|Babylon 5|etc] -like universe..."
All of my NPCs and monsters perform 95% within trope, modeling the behaviors desired from the player characters. I constantly sitecite scenes in movies as reference for in game events "like that scene where Luke and Leia swing across the Death Star." Most of the players get into it and also start describing scenes, borrowing from our shared media experiences.
I'm fortunate, I always game with people who I know well enough to know what media exposure (and therefore tropes) we share in common. That seems to be key - shared understanding.
Likewise, if a PC acts out-of-trope, my world responds appropriately: ranging from strange looks and social withdrawal to ostracism, imprisonment, or banishment. But it never goes that far in my groups - before that happens, the other players always intervene...
I always give the PCs more leeway to adapt: Keep in mind that Han Solo started strictly following the rogue/scoundrel trope (fired first!), but morphed to a heroic general over time. But if there isn't enough wiggle room, it's time to role up new character(s) and/or world to match the way my group wants to play.
A concrete example: my D&D 4e group's Knight was chafing a bit for the lack of trope in his chosen class. (Yes, I know a class isn't a trope, this player is just not into creating character backstory - he only pays attention to the combat table and powers) So he was recently "converted" to a Cavalier and now has a bunch of Holy powers and a Lawful Good alignment to hang his trope-roll playing hat on. :-)