What Are the Bruises on the AI Doll? Dongseo University, Department of Advertising and Public Relations Flies to New York

Silver Award Winner at the World's Top 3 International Advertising Festival 'Clio Awards' for Advertisement Addressing Verbal Abuse

The work "Bruised Doll" by the Dongseo University student team, which won the silver award at the 2020 and 2021 Clio Awards, one of the world's top three international advertising festivals.

[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Yong-woo] "If a thoughtlessly spoken word hurts your young child, you have hit your child. If a parent's language is analyzed as violence, the AI doll gets bruised." This creative concept advertisement captured the attention of global advertisers.

The stage of the world advertising festival was close for students of the Department of Advertising and Public Relations, Media Communication Division at Dongseo University (President Jang Je-guk).

The university announced on the 12th that it won the Silver Award at the 2020 and 2021 CLIO Awards, one of the world's top three international advertising festivals.

The CLIO Awards evaluate creativity alone, without distinction between professionals and students.

Along with the Cannes International Advertising Festival and the New York Festival, it is one of the world's top three advertising festivals selected by the International Advertising Association (IAA). Since its establishment in 1959, about 19,000 works from 65 countries have been submitted annually to compete for the throne.

The award-winning work was created by a team of senior students Kwon Jeong-ah, Kim Ro-a, Park Jae-min, and Yoon Ji-hye under the guidance of Professor Ryu Do-sang (Department of Advertising and Public Relations). It was the result of the Dongseo University LINC+ Project Capstone Design support program.

This year’s winning work, "bruised Doll (Meongdeuneun Inhyeong)," addresses verbal abuse, a type of child abuse that is a serious social problem.

Verbal abuse causes severe damage to a child's brain, and the project was planned on the premise that 80% of those who commit verbal abuse are the child's parents.

The work contains a story. Generally, parents often do not know whether their words are discipline or violence. Samsung's AI technology, which recognizes a parent's voice and words, is applied to the doll so that when the parent's words are shouting or cursing, blue bruises appear on the doll's body and face.

The production team explained, "Because language is visualized through the visual device of bruises, parents can directly see with their own eyes what mistakes they have made to their child."

They also said, "Through this, parents can immediately recognize their mistakes, think about the wounds their child has suffered from their language, and reflect on their own language habits."

Kwon Jeong-ah, a senior in the Department of Advertising and Public Relations, said, "I worked hard with my team members during the department’s practical classes and even during the vacation, and I am happy that the result was worth the time. I am grateful to the professor who guided us until the end and to my colleagues who worked hard together."

Dongseo University has demonstrated outstanding skills both domestically and internationally, having won 13 teams as Winners at the prestigious German Reddot Awards over the past six years, Winner awards at the 2020 New York Festival International Advertising Festival, and six Ministerial Awards for five consecutive years at the Korea Design Exhibition.