JHASS

Article 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

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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 9,2026

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.

Keywords

Publicity text; human translation; AI translation; comparative analysis

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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