In linguistic science, especially in research on problems of speech culture, the current state of language, along with the concepts of "literary norm", "codification", "imagery", the terms "cliche", "stamp", "stereotype" and "standardization"are used. The latter terms denoting stable formulas of language means are interpreted ambiguously, their manifestation in written and oral communication is considered differently. Cliches and stereotypes in language and speech in linguistic works are defined as a speech turnover, a template phrase, a speech stamp, easily reproduced in certain conditions and contexts. And the standardization of the language is equated with the concept of "literary norm". At the same time, there are also opinions that the concept of "standardized language" is consolidated with ready-made speech formulas, template phrases. In Kazakh linguistics, the features and interrelation of the literary norm and the standardization of language are poorly studied.

The article analyzes problems of standardization and standard formulas in the language used in oral and written communication and their relation to the codification of literary norms.