How can audiences protect themselves?

In the light of the findings reviewed in Part I (e.g. the omnipresence and largely negative consequences of traditional gender imagery in advertising) there arises the question of how audiences could protect themselves against potentially detrimental advertising influences resultant from the stereotype threat they trigger. In this chapter I will review research on neutralising stereotype threat effects and discuss their utility when faced with gendered advertising content. I will then consider advances in embodied cognition literature and report original research testing the usefulness of novel embodied techniques in buffering the said negative effects of gendered advertising. I will close the chapter with a series of practical recommendations for the audiences.