The paper analyses the meaning of razgovornost'. Attention is drawn to such components as a colloquialism, informal relations between the subjects of the speech; the reliance on common sense; the reasoning leading to associativity, appeal to the senses; metaforichnost', metonimichnost', propensity to opposition, hyperbole; special tricks nomination faces; the language game; conversation and construction; polikodovyj the nature of the speech; the strategy and tactics of the typical consumer communication.