Nowadays cross-cultural communication plays a more and more important role.It is obvious that English teachers' respon? sibility is to cultivate the students' communicative ability in English teaching. But in communicationmany students have various kinds of problems of pragmatic failure. This article will focus on the study of pragmatic failure in term of verbal communication fail? ure, which mainly includes two kinds of pragmatic failures;one is pragmalinguistic failure and the other is sociopragmatic failure.