Author(s)

Bing He

Corresponding Author

Bing He

Abstract

Pragmatic competence is an important factor affecting the appropriateness of College Students' English use. When students try to make statements with perfect grammar, proper vocabulary, good pronunciation and accurate intonation, sometimes they are regarded as lacking of necessary appropriateness by some native English speakers. In order to reduce or put an end to the pragmatic failure in cross-cultural communication, this paper intends to explore the preventive measures of pragmatic failure of college students from the two aspects of language and social interaction, so as to improve their cross-cultural communication ability.

Keywords

Pragmatic competence; cross-cultural communication ability; pragmatic failure