ArticleOpen Access http://dx.doi.org/10.26855/jhass.2026.09.004
A Comparative Study of Human-Intelligent Translation of Publicity Texts from the Perspective of Newmark’s Translation Theory
Limei Han
Qingdao Binhai University, Qingdao 266555, Shandong, China.
*Corresponding author: Limei Han
This work was supported by Qingdao Binhai University under its Third Batch of High-Level Course Construction Project (Course Code: B051736); and by the Teaching Reform Research Project of Qingdao Binhai University entitled “Development of Smart Course Resources and Exploration of Teaching Models for Computer-Aided Translation in the GenAI Era” (Grant No. 2025JZ08).
Published: September 09, 2026
Abstract
The Chinese-English translation of publicity texts is a key link related
to China’s external communication and its international image. Newmark’s semantic translation and
communicative translation theories are still of great guiding significance in
this field. However, with the development of artificial intelligence (AI)
translation technology, this link is facing the problem of how humans and AI
can work together. It turns out that in the field of publicity translation, AI
technology cannot make the trade-off between semantic translation and
communicative translation as human translators can, due to its limited cultural and contextual
understanding. The advantages of human interpreters include, but are not
limited to, the ability to interpret the deep meaning of words with Chinese
characteristics; to adjust the word order, voice, and cohesion of sentences; to
shift the perspective of the text; and to manifest the logic of the text.
Keyword
Publicity text; human translation; AI translation; comparative analysis
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Copyright
© 2026 by the author(s).
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How to cite this paper
A Comparative Study of Human-Intelligent Translation of Publicity Texts from the Perspective of Newmark’s Translation Theory
How to cite this paper: Limei Han. (2026) A Comparative Study of Human-Intelligent Translation of Publicity Texts from the Perspective of Newmark’s Translation Theory. Journal of Humanities, Arts and Social Science, 10(9), 1049-1054.
DOI: http://dx.doi.org/10.26855/jhass.2026.09.004