The article provides an overview of approaches to creativity in language and text, forming theories and research directions ("creative linguistics", "creative stylistics", "creative communication"). The distinctive characteristics of language creativity, defining the essence of the phenomenon, are dedicated in relation to the concepts of norms, standards, routine, speech individuality, that described in accordance with the positions of scientists. Creative implementation of the language in various genres and areas are considered as an object of learning the Russian language, including foreign students of the advanced stage of training.