Abstract: Euphemism, as a universal cultural phenomenon, is widely used for its indirectness and mildness. However, euphemism is a double-edged sword.Pragmatic failure of euphemisms will cause misunderstandings and bring the communication to embarrassment, even conflicts and frictions.The thesis systematically analyzes the causes of pragmatic failure of euphemisms: ignorance of the differences of cultural background, lack of linguistic knowledge, lack of contextual awareness, differences of ways of thinking, negative transfer of mother tongue. And summarizes the avoiding strategies in view of the causes: enhancing the awareness of context; strengthening the recognition of cultures; developing pragmatic competence; avoiding taboo terms;  and paying attention to the rapport management of interpersonal relationship. The thesis aims at guiding and encourage people to use euphemisms rationally for the purposes of reducing the misunderstandings and conflicts brought about by the pragmatic failure of euphemisms.

Key words: euphemisms  pragmatic failure  avoiding strategies

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review and Theoretical Framework.2

2.1 Pragmatic Failure and Its Causes

2.2 The Influences of Pragmatic Failure in Intercultural Communication

2.3 Euphemisms

2.4 Pragmatic Functions of euphemisms

  2.4.1 The Function of Avoiding Taboo

  2.4.2 The Function of Being Polite

  2.4.3 The Function of Disguising

  2.4.4 The Function of Being Humorous and Ironic

  2.4.5 The Function of Being Modest and Humble

3. Causes of Pragmatic Failure of Euphemism in Intercultural Communication.5

    3.1 Ignorance of Differences of Cultural Background

    3.2 Lack of Linguistic Knowledge

3.3 Lack of Awareness of Context

3.4 Differences of Ways of Thinking

3.5 Misuse of Taboo Terms

3.6 Negative Transfer of Mother Tongue

4. Avoiding Strategies8

4.1 Enhancing Context Awareness in Cross-cultural Communication

  4.1.1 Interacting Frequently with Native Speakers

  4.1.2 Making full use of Diverse Resources

4.2 Narrowing the Gap of Cultural Differences

  4.2.1 Getting Rid of Ethnocentricity

  4.2.2 Paying Attention to Cultural Background

4.3 Developing Pragmatic Competence 

4.4 Avoiding Taboo Terms

4.5 Establishing Rapport Management

5. Conclusion10

Bibliography.11

Acknowledgements..12