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意合形合的汉英对比研究英汉动物隐喻的跨文化研究Jenny Thomas 从言语行为理论看语用失误 用失误与国际化人才培养 从跨文化语用失误角度分析跨文化交际中的沉默现象 言语礼貌的文化制约性 跨文化交际语用失误探析及启示Analysis of Pragmatic Failure in Advertising Translation 母语语用负迁移与跨文化交际中的语用失误研究 A study on pragmatic failure in cross-culture communication 跨文化中的语用失误研究 AbstractWith the rapid development of globalization and frequent contacts among different countries, cross-cultural communication is getting more and more important and becomes one of the most prominent and significant activities today. Communication breakdowns still happen all the time when we try to communicate with people from different cultural backgrounds.?Pragmatic failure is one of the several factors which influence cross-cultural communication. Pragmatic failure is a term given by British linguist Jenny Thomas to “the inability to understand what is meant by what is sad”. Thomas (1983) divided pragmatic failures into two types, pragmalinguistic failure and sociopragmatic failure. Pragmalinguistic failure refers to the inability in interpreting the linguistic meaning caused by mistaken beliefs about pragmatic force of utterance, and it is generally categorized into the following three kinds of failures: failures in literal meaning, failures in structure and failures in style, which mainly revealed as confusing the literal meaning with pragmatic meaning, overusing complete structure and violating the language rule of speaking. While sociopragmatic failure refers to the expressive inappropriateness resulted from the misunderstanding or the ignorance of social or cultural differences. It falls into two main aspects: failures in culture and failures in social norms. The causes for these two pragmatic failures, according to Thomas, are negative transfers, which include negative transfer of social norms, negative transfer of conventional value, negative transfer of politeness, inadequate instruction guidance and inadequate exposure to actual use of the target language. In order to avoid pragmatic failures