本文就攀枝花的楼盘名进行了梳理,就楼盘名产出过程中结构所致的语用失误和故意违背相关规约产出的语用失误进行了深入的剖析。然后从认知的角度,对受话人在理解这些楼盘名时何以能够对这些楼盘名语用失误进行容忍,从受话人的目的和意图、话语权的不平等,从大流等因素进行了探讨。 This article reviews the real estate name of Panzhihua, and analyzes the pragmatic failure caused by the structure of real estate during the process of production and the pragmatic failure intentionally violating the relevant statutory output. Then from the cognitive point of view, the recipient of the real estate name in the understanding of how to be able to tolerate the mistakes in these real estate name, from the recipient’s purpose and intention, the right to speak of the unequal, from the flow and other factors Exploring.