Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising

Companies increasingly seek to use gay protagonists in audio-visual commercials to attract a new affluent target group. There is also growing demand for the diversity present in society to be reflected in media formats such as advertising. Studies have shown, however, that heterosexual consumers (especially men), who may be part of the company's loyal consumer base, tend to react negatively to gay-themed advertising campaigns. Searching for an instrument to mitigate this unwanted effect, the present study investigated whether carefully selected background music can shape the perceived gender of gay male advertising protagonists. In a 2 × 2 between-subjects online experiment (musical connotation × gender of the participant), 218 heterosexual participants watched a commercial promoting engagement rings that featured gay male protagonists, scored with feminine- or masculine-connoted background music. As expected, women generally reacted more positively than men to the advertising. Men exposed to the masculine-connoted background music rated the promoted brand more positively, and masculine music also enhanced (at least in the short term) these men's acceptance of gay men in general (low and medium effect sizes) more than was the case for feminine background music. Carefully selected background music affecting the perceived gender of gay male advertising protagonists may prevent negative reactions from heterosexual audiences and, therefore, motivate companies to use gay protagonists in television commercials on a more regular basis.

Diamonds are Forever and Zirconium is for Submarines

The appearance of a diamond engagement ring in the long and convoluted love story between Botswana’s First Lady Detective, Mma Ramotswe, and the owner and brilliant mechanic of Tlokweng Road Speedy Motors, Mr J. L. B. Matekoni, seems to signal an end to this particular sub-plot, stretching over several volumes of Alexander McCall Smith’s bestselling and original series of crime novels (that we met in Chapter 1). However, a slight problem involving cubic zirconia is discovered, and the story lingers on until the next book in the series. Similar names for elements and their compounds are a nuisance in chemistry, but oft en arise historically, and zirconium is just one such example. Apart from the pure metal we have zircon and zirconia, all three of which have important applications. Zircon is zirconium silicate, with the formula ZrSiO4, and cubic zirconia is a special form of zirconium dioxide, ZrO2. The latter, as you may have guessed, is an excellent diamond substitute in, among other applications, engagement rings. We are not going to dwell on the details of the element zirconium, but you should know that within the Periodic Table it is located in the large middle chunk called the transition metals. You have probably heard of its cousin titanium, immediately above it, and a sibling, hafnium, straight down the ladder. Why do I call them siblings? Because in the Periodic Table elements in the same column tend to have similar chemical properties. In particular, in the family of transition metals in the central section containing 27 elements—each with a number of properties in common—the two lower elements in each column tend to be the most similar. The similar chemical properties of zirconium and titanium means that we can usually find zirconium where we mine the much more plentiful titanium, and also that once we have separated the titanium from zirconium there will be a small quantity of hafnium trailing along—an impurity that is much harder to get rid of. The sleek jeweller in Gaborone will not care if his fake diamonds contain trace levels of HfO2 mixed with the ZrO2.