David Gauntlett argued in 2008 that males in films are still stereotyped as; 'traditional alpha males who dominate the action with the violence, ' (Gauntlett, 2008) In 1975 Laura Mulvey argued women are used in films as; 'erotic objects of desire for males in the narrative and the males in the audience, ' (Mulvey, 1975) Why do stereotypes work? Because they sell the product and represent the needs of the audience who want to be entertained (Blumer and Katz, 1973).