# Analysis on the Influencing Factors and Countermeasures of Publicity Translation Communication Effect Based on Text Type Theory

Authors: Zhenli Li; Jian Tang
Journal: Wireless Communications and Mobile Computing
 (2022)

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## Abstract

The impact of publicity translation and communication is a critical link in China’s international public relations strategy. The primary goal of the critical task of “disseminating Chinese culture and transmitting China’s image” is to improve Sino-foreign cooperation and ensure that the world understands and recognizes China. It entails the movement and spread of various cultural elements across countries, and it affects every aspect of human society. It is a necessary means of communication between people, nations, and countries. We should take into account many differences between the East and the West in terms of language, culture, ideology, and so on when translating. The tone of the text is determined, and the writing is concise, which aims to analyze ideas, clarify viewpoints, and achieve the purpose of publicity, among the factors affecting the communication effect of publicity translation. It possesses qualities, such as accuracy, politics, timeliness, monosemy, objectivity, and integrity, among others. This paper will investigate the characteristics of the factors affecting the communication effect of publicity translation and text types from the lexical and syntactic levels, as well as the specific application of text type theory in the communication effect of publicity translation.


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## Body

## 1. Introduction

China has become one of the countries with the most development potential in the world. More foreigners begin to explore and learn Chinese culture, hoping to “perceive China” from various media materials. The effect of publicity translation and communication is an important bridge for China’s foreign publicity. It shoulders the important task of “spreading Chinese culture and transmitting Chinese image.” Its primary purpose is to enhance Sino-foreign cooperation and let the world truly understand and recognize China [1, 2]. As an important part of translation and communication activities, publicity and translation communication are closely connected with the flow, sharing, and interaction of different cultural information in time and space. It involves the migration and diffusion of various cultural elements in different countries, and it pervades all aspects of human society. It is related to interpersonal communication and information communication under different cultural backgrounds. It is a conflict between individuals and nations. Communication activities between nations and countries are essential. [3, 4] How to translate publicity materials in a way that attracts potential foreign customers quickly has become a topic worthy of translation staff’s attention and research. The communication effect of publicity translation is unique and complex, and it is used in a variety of fields, including translation, journalism, communication, psychology, and cross-cultural communication [5]. As a result, many differences between the East and the West in terms of language, culture, and ideology should be considered in the translation process. The uniqueness of publicity translation has drawn the attention of experts and scholars in the field of publicity translation, where a hundred schools of thought compete [6].From the perspective of text type theory, this paper will explore the characteristics of the factors affecting the communication effect of publicity translation and text types and explore the specific application of text type theory in the communication effect of publicity translation from the lexical and syntactic levels. The text carries the expression of language and is composed of a series of sentences with formal cohesion and content coherence [7]. Newmark, a British translation theorist, divides all kinds of translated texts into three basic text forms according to the genre, namely “expressive text,” “informative text,” and “calling text.” “Expressive text” refers to creative works, whose language has aesthetic characteristics, generally including poetry, novel, drama, and other genres [8]. “Informative text” usually has simple text and strong language logic. This kind of text includes teaching materials, academic papers, technical reports, newspaper or magazine articles, etc. The purpose of “calling text” is to induce a behavioral response. Its text focuses on calling or infection, i.e., infecting readers to accept and take some action. Notices, instructions, brochures, and advertisements belong to calling text [9, 10]. In the process of translating informative texts, we should pay attention to the “authenticity” of the factors affecting the communication effect. The calling text focuses on readers and pays attention to readers’ feelings to arouse them to think and act [11]. Translators have a certain degree of freedom when translating informative texts and influencing factors of communication effect, and they can adjust, explain, or even revise the original text at the word, phrase, sentence, and discourse levels [12]. Information-based texts mainly convey the information of the original text to readers truthfully and smoothly, mainly including newspapers and magazines, news reports, scientific or popular science articles, general teaching materials, product descriptions, and other texts, whose content is more important than form. Inspirational texts are mainly used to arouse or restrain readers’ behavior [13].Among the factors affecting the communication effect of publicity translation, different text materials have different language and stylistic characteristics. Some texts have gorgeous rhetoric and beautiful language, and they are full of the author’s emotions. Some texts focus on describing facts with rigorous logic and simple language, and they emphasize the real existence of objective things. Therefore, in the process of publicity translation, we need to consider the influencing factors of communication effect, the language, and the stylistic characteristics of translation materials [14, 15]. According to the different text types of translation materials, we should adopt appropriate communication to express the information in publicity materials. From the stylistic point of view, among the factors affecting the communication effect of publicity translation, the tone of the text is determined, and the writing is concise, which aims to analyze ideas, clarify viewpoints, and achieve the purpose of publicity. It has the characteristics of accuracy, politics, timeliness, monosemy, objectivity, and integrity. From the perspective of text expression, this kind of text has relatively fixed expression methods, such as standardized sentences, rigorous and concise words, avoiding ambiguity, and so on.


## 2. Related Work

Literature [16] points out that almost all the workers in China’s foreign publicity translation and communication are translators, whose mother tongue is Chinese. Therefore, it is not easy to ensure the translation purpose and quality. The personal limitations of the client, the difficulty of the original text, and the limited knowledge of the translator have an influence on the communication effect of the translation to varying degrees. In [17], through the method of big data analysis, the existence of publicity translation proves the equal status among languages. Without translation, intercultural communication cannot be effectively realized. The function of publicity translation is to break down communication barriers and build a bridge between different cultures. Literature [18] shows that translation brief guides the whole influencing factors of communication effect and plays a key role in the whole influencing factors of communication effect. Its contents mainly include the function of the translation, the target language receiver, the time and place of receiving the translation, the ways of the influencing factors of the translation communication effect, and the motivation of producing or receiving the translation. Literature [19] puts forward that publicity translation is a special form of translation, which refers to the communicative activities that aim at letting the world know about China, take Chinese as the information source, English and other foreign languages as the information carrier, and use various media as channels to target foreign people in the context of globalization. The client is the initiator of translation, generally telling the translator the purpose of translation, the audience of the translation, and the effect that the translation needs to achieve. In this way, the translation act “the client (providing the original text and putting forward translation requirements), the translator (adopting appropriate strategies and selective translation), the target reader (accepting the target text and achieving the purpose of communication)” is relatively completely realized. Literature [21] shows that the translation of advertising language should be novel, unique, concise, and powerful in line with the preferences of local consumers. For another example, the translation of investment promotion materials in a city is mainly to attract foreign capital and persuade foreign enterprises to invest and set up factories. Then, in the process of translation, we should show the attractive investment advantages of the city: huge market, beautiful environment, policy advantages, and so on. Literature [6] proposes that publicity translation in a broad sense includes translation activities related to publicity in all walks of life and departments at all levels, covering almost all translation activities. Among the influencing factors of communication effect, publicity translation in a narrow sense refers to international publicity. In [22], through the big data analysis method, any translation behavior has a certain purpose, and publicity translation is no exception. Before translating a material, we should first clarify the purpose of translation. Even if the client does not tell the translator, the translator has the responsibility to ask the other party. As “purpose determines means,” which directly determines the factors affecting the communication effect, how the translator will deal with the material affects the communication effect of the translation. Literature [23] studies show that publicity translation is one of the important ways to communicate between China and foreign countries. Cross-language and cross-cultural understanding and communication are impossible to achieve without translation. As a result, the factors influencing the communication effect of publicity translation include the bridge that allows for smooth communication between nationalities, regions, and countries. According to the literature [24], the Skopos rule is the highest principle of translation behavior within the framework of Skopos theory. The end goal of translation behavior determines the fundamental principles of the translation process and the strategy to be used, as “the end justifies the means.”Based on the text type theory, this paper analyzes the influencing factors of the communication effect of publicity translation. Publicity translation spreads information through various media, which can effectively improve the communication effect and enhance the image of China. In the process of publicity translation, we should pay attention to the differences between simple and complex contexts and realize language conversion appropriately.


## 3. Principle and Algorithm of Text Type Theory

The theory of text type was put forward by German Translator rice. Based on the systematic inheritance of the research results of language function theory, it constructs the theoretical mechanism. Word is the most widely used feature in the text type theory. For English and similar languages, as these languages use spaces or punctuation to separate words, the acquisition of words is very simple. However, for Chinese and similar languages, there is no space between words, and hence, the acquisition of words must be realized by word segmentation.Translation methods for different types of texts can be divided into three categories.


### 3.1. Expressive Text

Expressive texts are mainly pure literary texts or literary works with high artistic quality. The core idea is to express the meaning by expression. In translation, the principle of “author first” should be followed, which should be faithful to the original author’s ideological content and the original author’s language style.


### 3.2. Informational Text

Information text emphasizes “authenticity” and the reality outside the language, and its core is the real world outside the language. When translating informative texts, we should follow the principle of “authenticity first” and achieve “dynamic equivalence.”


### 3.3. Call Text

The calling text mainly includes brochures, notices, travel brochures, advertisements, and other genres. Among them, to inspire and infect tourists and arouse their interest in tourist attractions or characteristic cultures, tourist brochures usually use a large number of descriptive words to describe a certain tourist attraction or characteristic culture in detail from all aspects, so that tourists can form a beautiful picture in their minds and yearn for it after being infected.The influencing factors of publicity translation communication effect of text type theory are used in this paper to learn more abstract and highly distinguishable features from the original features, and the obtained features are then fed into a softmax regression classifier to achieve classification. It has been discovered by experiments and comparisons with several common text classification methods, such as the KNN algorithm, SVM classifier, and traditional neural network, [25] that the classification accuracy of text classifiers based on text type theory is improved to some extent when compared to these methods, as shown in Figure 1.Figure 1
Text classification framework.One of the main advantages of text type theory is that when the node state of the visible layer is given, the state of all hidden nodes is conditionally independent of other hidden nodes. On the contrary, the state of each visible layer node is also conditionally independent. Given the hidden node, although the distribution represented by the text type theory cannot be calculated effectively, the random samples that obey the distribution represented by the text type theory can be obtained by Gibbs sampling. The theoretical principle of text type is shown in Figure2.Figure 2
Theoretical model of text type.The energy of the joint configuration of the visible layer variableV and the hidden layer variable H in the text type theory is,(1)Ev,h|θ=12vTWh+bTv+cTh,where V represents the state vector of the visible layer node, H represents the state vector of the hidden layer node, θ= (W, B, c) is the parameter set, w represents the connection weight matrix of the visible layer node and the hidden layer node, and B and C represent the offset vectors of the visible layer node and the hidden layer node, respectively. When the parameters are determined, the normalization factor (or partition function) of the text type theory is Zθ=∑v,he−Bv,h|θ. At this time, based on the energy function, we can obtain the joint probability distribution of (V, H).(2)Pv,h|θ=e−Ev,h|θZθ.The conditional probabilities of hidden layer nodes are as follows:(3)phj=1|v=δcj+∑iviWij.The conditional probabilities of the visible layer nodes are as follows:(4)pvi=1|h=δbi+∑jWijhj,where δx=1/1+exp−x is the sigmoid activation function.The similarity calculated by winnow and SVM is positive and negative. The absolute value is not necessarily between 0 and 1. Therefore, firstly, the two-norm normalization is used.(5)SN1=SS2.Then, the sigmoid function is used to unify the positive and negative numbers between 0 and 1.(6)SN2=11+e−3×SN1.Thus, a complete normalization function can be obtained.(7)SN2=11+e−3×s/s2.Since the similarity calculated by Bayes is negative, we first convert it into a positive number. Then, normalize it by the two-norm, and then, use the sigmoid function.(8)SN2=11+e−3×−S/s2.Since the similarity calculated by the nearest neighbor is positive, it is not limited to 0 and 1. Therefore, the same normalization function as winnow can be used.In fact, the functions of language are mainly manifested in three functions: connotation expression, information elaboration, and idea infection. Combined with this functional foundation, the whole text consists of content-based text types, form-based text types, and concept-infected text types. Firstly, mapping the keyword space to the concept space will greatly reduce the dimension of the classification space, thus saving the training time of the classifier and the time for similarity comparison during the text type theory. Therefore, concept-based text classification is superior to keyword-based classification in time efficiency. At the same time, mapping keywords with a synonymous relationship to a concept can avoid an important theoretical feature of text type from weakening its classification weight because of the dispersion of keywords. In the process of translating the theoretical materials of different text types, it is necessary to choose the appropriate translation methods to apply them. In the whole translation process, there are mainly two types of translation, one is semantic translation activities that are loyal to the original connotation, and the other is communicative translation activities that are convenient for readers to understand.


## 3.1. Expressive Text

Expressive texts are mainly pure literary texts or literary works with high artistic quality. The core idea is to express the meaning by expression. In translation, the principle of “author first” should be followed, which should be faithful to the original author’s ideological content and the original author’s language style.


## 3.2. Informational Text

Information text emphasizes “authenticity” and the reality outside the language, and its core is the real world outside the language. When translating informative texts, we should follow the principle of “authenticity first” and achieve “dynamic equivalence.”


## 3.3. Call Text

The calling text mainly includes brochures, notices, travel brochures, advertisements, and other genres. Among them, to inspire and infect tourists and arouse their interest in tourist attractions or characteristic cultures, tourist brochures usually use a large number of descriptive words to describe a certain tourist attraction or characteristic culture in detail from all aspects, so that tourists can form a beautiful picture in their minds and yearn for it after being infected.The influencing factors of publicity translation communication effect of text type theory are used in this paper to learn more abstract and highly distinguishable features from the original features, and the obtained features are then fed into a softmax regression classifier to achieve classification. It has been discovered by experiments and comparisons with several common text classification methods, such as the KNN algorithm, SVM classifier, and traditional neural network, [25] that the classification accuracy of text classifiers based on text type theory is improved to some extent when compared to these methods, as shown in Figure 1.Figure 1
Text classification framework.One of the main advantages of text type theory is that when the node state of the visible layer is given, the state of all hidden nodes is conditionally independent of other hidden nodes. On the contrary, the state of each visible layer node is also conditionally independent. Given the hidden node, although the distribution represented by the text type theory cannot be calculated effectively, the random samples that obey the distribution represented by the text type theory can be obtained by Gibbs sampling. The theoretical principle of text type is shown in Figure2.Figure 2
Theoretical model of text type.The energy of the joint configuration of the visible layer variableV and the hidden layer variable H in the text type theory is,(1)Ev,h|θ=12vTWh+bTv+cTh,where V represents the state vector of the visible layer node, H represents the state vector of the hidden layer node, θ= (W, B, c) is the parameter set, w represents the connection weight matrix of the visible layer node and the hidden layer node, and B and C represent the offset vectors of the visible layer node and the hidden layer node, respectively. When the parameters are determined, the normalization factor (or partition function) of the text type theory is Zθ=∑v,he−Bv,h|θ. At this time, based on the energy function, we can obtain the joint probability distribution of (V, H).(2)Pv,h|θ=e−Ev,h|θZθ.The conditional probabilities of hidden layer nodes are as follows:(3)phj=1|v=δcj+∑iviWij.The conditional probabilities of the visible layer nodes are as follows:(4)pvi=1|h=δbi+∑jWijhj,where δx=1/1+exp−x is the sigmoid activation function.The similarity calculated by winnow and SVM is positive and negative. The absolute value is not necessarily between 0 and 1. Therefore, firstly, the two-norm normalization is used.(5)SN1=SS2.Then, the sigmoid function is used to unify the positive and negative numbers between 0 and 1.(6)SN2=11+e−3×SN1.Thus, a complete normalization function can be obtained.(7)SN2=11+e−3×s/s2.Since the similarity calculated by Bayes is negative, we first convert it into a positive number. Then, normalize it by the two-norm, and then, use the sigmoid function.(8)SN2=11+e−3×−S/s2.Since the similarity calculated by the nearest neighbor is positive, it is not limited to 0 and 1. Therefore, the same normalization function as winnow can be used.In fact, the functions of language are mainly manifested in three functions: connotation expression, information elaboration, and idea infection. Combined with this functional foundation, the whole text consists of content-based text types, form-based text types, and concept-infected text types. Firstly, mapping the keyword space to the concept space will greatly reduce the dimension of the classification space, thus saving the training time of the classifier and the time for similarity comparison during the text type theory. Therefore, concept-based text classification is superior to keyword-based classification in time efficiency. At the same time, mapping keywords with a synonymous relationship to a concept can avoid an important theoretical feature of text type from weakening its classification weight because of the dispersion of keywords. In the process of translating the theoretical materials of different text types, it is necessary to choose the appropriate translation methods to apply them. In the whole translation process, there are mainly two types of translation, one is semantic translation activities that are loyal to the original connotation, and the other is communicative translation activities that are convenient for readers to understand.


## 4. Factors Affecting the Communication Effect of Publicity Translation Based on Text Type Theory

### 4.1. Influencing Factors of Communication Effect of Foreign Publicity Translation

The influencing factors of publicity translation can be divided into different text types and forms. We suggest that the external publicity tends to use printing and printing to emphasize the audiovisual media of culture and daily life information. Generally speaking, these materials will be displayed in magazine articles and blog posts. Next is the text. Before that, we will analyze the types and classifications of the materials for the translation and communication effects of foreign publicity according to Peter Newmark’s theory. The important feature of publicity translation is that it is highly political and oriented. Publicity translation covers a wide range, and the broad sense of publicity translation includes almost all factors affecting the communication effect of publicity. Narrowly speaking, the influencing factors of communication effect include various newsletters, current affairs reports, policies and decrees, government documents, enterprise introductions, public signs, scientific and technological information, and other practical publicity translations. Among them, words and political terms with Chinese characteristics are concentrated and present, which contain current affairs policies with high political sensitivity. A discourse with communicative effect aims to persuade the readers or recipients of the discourse to respond to the text by adopting the text type theory to stimulate the translator’s inspiration and act, think, and feel the author’s intention in it. In the process of translation, phenomena and policies with Chinese characteristics should be reasonably expressed and should not be translated into English. We should not only be familiar with and understand the current situation at home and abroad but also take into account the cross-cultural context, adapt to the language habits of the target language, be easy to understand, use words carefully, and guide correctly. Newmark puts forward that the core of the factors affecting the communication effect of publicity translation is the translator or the recipient. There are great differences between China and Western countries in the influencing factors of communication effect. To reduce the influence of the factors affecting the communication effect on the publicity translation effect, the translator must pay attention to weakening the collision between the source language and the target language. To achieve the desired effect, the author can use various rhetorical devices, such as metaphor, simile, euphemism, parallelism, repetition, exaggeration, and so on.For the convenience of dissemination, publicity materials are usually classified and summarized in 123 points. The mistransmission of information because of inaccurate understanding or improper expression may lead to the violation of facts, misleading readers, and it can even have serious consequences. At present, many foreign public opinions and western countries concoct the China threat theory, accompanied by Chinese arrogance theory, Chinese hardline theory, and Chinese triumphalism. Noun collocation in publicity vocabulary can be converted into corresponding simple sentences in the target language to avoid confusing meanings and confusing audiences. In the process of foreign publicity translation, the translator must strategically spread Chinese thoughts and the forms of influencing factors of communication effect and skillfully handle the differences of translation materials. Carry out foreign translation and communication of Chinese culture while diluting or eliminating the differences of the influencing factors of communication effect. It is precisely the language style and thinking habit of the communication object that serves as the purpose of communication to smoothly transform and improve the communication effect. Wu et al. proposed a new text type theory optimization strategy. This strategy can also be regarded as a resampling technique. The basic steps of this method are as follows (two cases: positive class and negative class): firstly, train a classifier (Rocchio or Bayesian)C0 for the whole training set. Then, C0 is used to classify the whole training set D to obtain two types: predicted positive class DP and predicted negative class DN. However, DP and DN may contain errors. The whole training process is shown in Figure 3.Figure 3
Schematic diagram of text type theory classification tree.In general, the text type theory can be divided into two categories: calling text, which includes comments and articles about local characteristics, such as local culture, art, music, and so on, and text type theory, which includes comments and articles regarding global characteristics such as globalization, text that describes various aspects of daily living, such as transportation routes, weather, food, scenery, and tourism sites. One of the barriers to frequent publicity translation is the influence of communication effect. Different cultures have vastly different lifestyles, thinking habits, values, religious beliefs, traditional customs, and so on, making it easy to get into trouble with publicity translation, particularly when dealing with cultural and linguistic vacancy words and new words. According to the influencing factors of publicity translation and communication effect, we can see that the information function in nongovernmental organizations is primarily based on the calling function: the author attempts to influence and attract readers into the emotional stripes of the text readers using delicate and attractive descriptions. Domestication and foreignization translation are the two main types of publicity translation strategies. Foreign audiences will be able to understand and accept the translation more easily if it is domesticated, whereas foreignization translation will show the characteristics of Chinese culture. In terms of translation skills, it is best to add words or notes after the translation to properly explain new words or new meanings derived from the old words, so that the target language audience does not get confused. When translating this, we should pay special attention to and consider text type theory and culture-specific expressions to provide a similar experience to the target readers.As we all know, the essence of publicity translation is to make the target audience accurately understand and grasp the information conveyed by the translation, and its ultimate goal is to achieve good publicity effect among foreign audiences through translation. The influencing factors of communication effect require the translator to make necessary adjustments in language conversion to be easily understood by the audience. Compared with the influence factors of the text type theory on the communication effect of publicity translation, the information text mainly plays the role of providing information. Information: it is very important for foreigners to know the relevant background information before making decisions and choices. As this text type theory places a premium on content, the translator should respect the original author and do his best to convey his original intent as accurately as possible. The subjectivity of the translator in publicity translation is manifested in rewriting, adding, deleting, and restructuring. Translators should use their subjectivity based on their understanding of raw materials to boost the publicity effect of publicity translation. The audience’s willingness to accept the translation is largely determined by their own knowledge system, cultural heritage, and understanding of foreign society, culture, and history. The only means of communication between the publicized object and the target cultural audience is through publicity translation.


### 4.2. Results and Analysis

Figures4–10 show the running time comparison of seven feature selection algorithms for the influencing factors of publicity translation communication effect in the text type theory. The unit of time is second. The number of features to be selected is 10,000. It can be seen that the running speed of DB2 is much faster than that of db1: on tdt-5, the running time of DB2 is equivalent to one twentieth of that of db1. On sector-48, DB2 runs one seventh as long as db1. It can be seen that using center pair instead of sample pair can greatly reduce the running time of the feature selection algorithm.Figure 4
Comparison of running time of five feature selection algorithms.Figure 5
The influence of five feature selection algorithms on the macro F1 of central method.Figure 6
The influence of five feature selection algorithms on the macro F1 of central method.Figure 7
Influence of five feature selection algorithms on the nearest neighbor macro F1.Figure 8
Influence of five feature selection algorithms on the nearest neighbor macro F1.Figure 9
Influence of five feature selection algorithms on the macro F1 of winnow.Figure 10
Influence of five feature selection algorithms on the macro F1 of winnow.According to the above pictures, we can draw a conclusion: first of all, DB2, LDB, and IG are the best in the text type theory. Especially for the text type theory center, the nearest neighbor and SVMTorch, MacroF1 of DB2, LDB, and IG are much higher than the other algorithms. On the corpus TDT-5, with the increase of the number of features, the MacroF1 of Winnow has some fluctuations, which is mainly because of the imbalance of TDT-5.The second conclusion is that DB2 and LDB perform better than Ig when the number of publicity translation features is less than 6000. This conclusion shows that when the number of publicity translation features is small, DB2 and LDB choose the factors affecting communication effect with stronger discrimination ability than Ig.The third conclusion is that in the text type theory, DB2’s MacroF1 is significantly higher than DB1. The superiority of DB2 is especially apparent on TDT-5. The discrimination matrix of the factors influencing the communication effect created by the translation samples of external publicity is more detailed than the one created by the center pair. The spread effect of the translation sample imbalance, on the other hand, is easily influenced. Obviously, the big analogy category has a lot more samples, and the natural category has a lot more influence on the spread of the distinguishing ability score of features. The center’s discrimination matrix, on the other hand, can greatly reduce the impact of sample imbalance because it is equivalent to assigning equal weight to each class.Fourthly, when the number of publicity translation features is less than 6000, LDB performs better than DB2. This proves that LDB selects more uniform category markers than DB2. Although the influence factor center of the communication effect can weaken the communication effect of the sample imbalance to a large extent, DB2 will still be affected by the communication effect of sample imbalance to a certain extent because the word space of small classes is much sparse than that of large classes. LDB can further weaken the impact of sample imbalance because it selects publicity translation features from the perspective of each class.The fifth conclusion is that the MacroF1 of MI, CHI, and DF depends on the translation corpus of publicity. For example, when the classification method is the center method of influencing factors of communication effect, DF is better than MacroF1 of MI and CHI on Sector-48. However, on TDT-5, DF is worse than the MacroF1 of MI and CHI.Finally, the macrof1 of MI, Chi, and DF depends on the text type theory method. For example, on sector-48, macrof1 combined with DF and center is better than macrof1 combined with DF and Bayesian.


## 4.1. Influencing Factors of Communication Effect of Foreign Publicity Translation

The influencing factors of publicity translation can be divided into different text types and forms. We suggest that the external publicity tends to use printing and printing to emphasize the audiovisual media of culture and daily life information. Generally speaking, these materials will be displayed in magazine articles and blog posts. Next is the text. Before that, we will analyze the types and classifications of the materials for the translation and communication effects of foreign publicity according to Peter Newmark’s theory. The important feature of publicity translation is that it is highly political and oriented. Publicity translation covers a wide range, and the broad sense of publicity translation includes almost all factors affecting the communication effect of publicity. Narrowly speaking, the influencing factors of communication effect include various newsletters, current affairs reports, policies and decrees, government documents, enterprise introductions, public signs, scientific and technological information, and other practical publicity translations. Among them, words and political terms with Chinese characteristics are concentrated and present, which contain current affairs policies with high political sensitivity. A discourse with communicative effect aims to persuade the readers or recipients of the discourse to respond to the text by adopting the text type theory to stimulate the translator’s inspiration and act, think, and feel the author’s intention in it. In the process of translation, phenomena and policies with Chinese characteristics should be reasonably expressed and should not be translated into English. We should not only be familiar with and understand the current situation at home and abroad but also take into account the cross-cultural context, adapt to the language habits of the target language, be easy to understand, use words carefully, and guide correctly. Newmark puts forward that the core of the factors affecting the communication effect of publicity translation is the translator or the recipient. There are great differences between China and Western countries in the influencing factors of communication effect. To reduce the influence of the factors affecting the communication effect on the publicity translation effect, the translator must pay attention to weakening the collision between the source language and the target language. To achieve the desired effect, the author can use various rhetorical devices, such as metaphor, simile, euphemism, parallelism, repetition, exaggeration, and so on.For the convenience of dissemination, publicity materials are usually classified and summarized in 123 points. The mistransmission of information because of inaccurate understanding or improper expression may lead to the violation of facts, misleading readers, and it can even have serious consequences. At present, many foreign public opinions and western countries concoct the China threat theory, accompanied by Chinese arrogance theory, Chinese hardline theory, and Chinese triumphalism. Noun collocation in publicity vocabulary can be converted into corresponding simple sentences in the target language to avoid confusing meanings and confusing audiences. In the process of foreign publicity translation, the translator must strategically spread Chinese thoughts and the forms of influencing factors of communication effect and skillfully handle the differences of translation materials. Carry out foreign translation and communication of Chinese culture while diluting or eliminating the differences of the influencing factors of communication effect. It is precisely the language style and thinking habit of the communication object that serves as the purpose of communication to smoothly transform and improve the communication effect. Wu et al. proposed a new text type theory optimization strategy. This strategy can also be regarded as a resampling technique. The basic steps of this method are as follows (two cases: positive class and negative class): firstly, train a classifier (Rocchio or Bayesian)C0 for the whole training set. Then, C0 is used to classify the whole training set D to obtain two types: predicted positive class DP and predicted negative class DN. However, DP and DN may contain errors. The whole training process is shown in Figure 3.Figure 3
Schematic diagram of text type theory classification tree.In general, the text type theory can be divided into two categories: calling text, which includes comments and articles about local characteristics, such as local culture, art, music, and so on, and text type theory, which includes comments and articles regarding global characteristics such as globalization, text that describes various aspects of daily living, such as transportation routes, weather, food, scenery, and tourism sites. One of the barriers to frequent publicity translation is the influence of communication effect. Different cultures have vastly different lifestyles, thinking habits, values, religious beliefs, traditional customs, and so on, making it easy to get into trouble with publicity translation, particularly when dealing with cultural and linguistic vacancy words and new words. According to the influencing factors of publicity translation and communication effect, we can see that the information function in nongovernmental organizations is primarily based on the calling function: the author attempts to influence and attract readers into the emotional stripes of the text readers using delicate and attractive descriptions. Domestication and foreignization translation are the two main types of publicity translation strategies. Foreign audiences will be able to understand and accept the translation more easily if it is domesticated, whereas foreignization translation will show the characteristics of Chinese culture. In terms of translation skills, it is best to add words or notes after the translation to properly explain new words or new meanings derived from the old words, so that the target language audience does not get confused. When translating this, we should pay special attention to and consider text type theory and culture-specific expressions to provide a similar experience to the target readers.As we all know, the essence of publicity translation is to make the target audience accurately understand and grasp the information conveyed by the translation, and its ultimate goal is to achieve good publicity effect among foreign audiences through translation. The influencing factors of communication effect require the translator to make necessary adjustments in language conversion to be easily understood by the audience. Compared with the influence factors of the text type theory on the communication effect of publicity translation, the information text mainly plays the role of providing information. Information: it is very important for foreigners to know the relevant background information before making decisions and choices. As this text type theory places a premium on content, the translator should respect the original author and do his best to convey his original intent as accurately as possible. The subjectivity of the translator in publicity translation is manifested in rewriting, adding, deleting, and restructuring. Translators should use their subjectivity based on their understanding of raw materials to boost the publicity effect of publicity translation. The audience’s willingness to accept the translation is largely determined by their own knowledge system, cultural heritage, and understanding of foreign society, culture, and history. The only means of communication between the publicized object and the target cultural audience is through publicity translation.


## 4.2. Results and Analysis

Figures4–10 show the running time comparison of seven feature selection algorithms for the influencing factors of publicity translation communication effect in the text type theory. The unit of time is second. The number of features to be selected is 10,000. It can be seen that the running speed of DB2 is much faster than that of db1: on tdt-5, the running time of DB2 is equivalent to one twentieth of that of db1. On sector-48, DB2 runs one seventh as long as db1. It can be seen that using center pair instead of sample pair can greatly reduce the running time of the feature selection algorithm.Figure 4
Comparison of running time of five feature selection algorithms.Figure 5
The influence of five feature selection algorithms on the macro F1 of central method.Figure 6
The influence of five feature selection algorithms on the macro F1 of central method.Figure 7
Influence of five feature selection algorithms on the nearest neighbor macro F1.Figure 8
Influence of five feature selection algorithms on the nearest neighbor macro F1.Figure 9
Influence of five feature selection algorithms on the macro F1 of winnow.Figure 10
Influence of five feature selection algorithms on the macro F1 of winnow.According to the above pictures, we can draw a conclusion: first of all, DB2, LDB, and IG are the best in the text type theory. Especially for the text type theory center, the nearest neighbor and SVMTorch, MacroF1 of DB2, LDB, and IG are much higher than the other algorithms. On the corpus TDT-5, with the increase of the number of features, the MacroF1 of Winnow has some fluctuations, which is mainly because of the imbalance of TDT-5.The second conclusion is that DB2 and LDB perform better than Ig when the number of publicity translation features is less than 6000. This conclusion shows that when the number of publicity translation features is small, DB2 and LDB choose the factors affecting communication effect with stronger discrimination ability than Ig.The third conclusion is that in the text type theory, DB2’s MacroF1 is significantly higher than DB1. The superiority of DB2 is especially apparent on TDT-5. The discrimination matrix of the factors influencing the communication effect created by the translation samples of external publicity is more detailed than the one created by the center pair. The spread effect of the translation sample imbalance, on the other hand, is easily influenced. Obviously, the big analogy category has a lot more samples, and the natural category has a lot more influence on the spread of the distinguishing ability score of features. The center’s discrimination matrix, on the other hand, can greatly reduce the impact of sample imbalance because it is equivalent to assigning equal weight to each class.Fourthly, when the number of publicity translation features is less than 6000, LDB performs better than DB2. This proves that LDB selects more uniform category markers than DB2. Although the influence factor center of the communication effect can weaken the communication effect of the sample imbalance to a large extent, DB2 will still be affected by the communication effect of sample imbalance to a certain extent because the word space of small classes is much sparse than that of large classes. LDB can further weaken the impact of sample imbalance because it selects publicity translation features from the perspective of each class.The fifth conclusion is that the MacroF1 of MI, CHI, and DF depends on the translation corpus of publicity. For example, when the classification method is the center method of influencing factors of communication effect, DF is better than MacroF1 of MI and CHI on Sector-48. However, on TDT-5, DF is worse than the MacroF1 of MI and CHI.Finally, the macrof1 of MI, Chi, and DF depends on the text type theory method. For example, on sector-48, macrof1 combined with DF and center is better than macrof1 combined with DF and Bayesian.


## 5. Conclusions

Translation subjects, translation principles, translation purposes, and translation strategies have an impact on cross-cultural communication during the publicity translation process. The purpose of the publicity translation is to inform more people around the world about the Chinese government’s major policies and public opinion orientation. Translators can only accurately translate Chinese and publicize China to the audience if they are familiar with the Chinese culture, history, and current situation, which is one of the influencing factors of communication effect. This paper divides the materials influencing the communication effect of publicity translation into appeal-type and information-type texts based on the text type classification. As a result, from a macro perspective, we choose communicative translation strategies and strive to be accepted by western readers in terms of content and language form of the translation. Beautiful words in foreign publicity materials, such as the four-character case, should be translated simply to better conform to English readers’ logic and language expression habits. The selection of publicity translation strategies focuses on the barriers to the target audience’s understanding and acceptance in the process of cross-cultural communication, expands translation strategies for selection and reference, and effectively improves the practical ability of publicity translation.



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*Source: 9579077-2022-02-09.xml*