Swedish massage is what many people think of when massage is mentioned. It uses long, light strokes, deep kneading, small friction-type motions, light tapping and movement of the joints.
An hour is a common length for a massage. This is enough time for a deeply relaxing full body massage, or more in-depth work on a particular area (for instance back, neck and shoulders).
30 minutes is general enough for working on specific area of concern.
One and a half hours is enough time for a full body massage along with special attention to a problem.