The paper considers a complex of conceptual signs of the author’s image in the novel «The Master and Margarita» by M. A. Bulgakov. It is done by employing a cognitive analysis of lexical, grammatical and contextual linguistic means and its materialization, taking into account the connotative filling of interpreted verbal components. Also, the paper describes the mechanisms of forming semantic macro- and microfields providing the integrity and completeness of the system
of images in the Bulgakov text, representing a picture of the artistic world. The cognitive space of the contceptosphere «the author’s image», the world depicted in the novel «Master and Margarita», forms a speech reality which involves the reader's consciousness and which is used as the basis of the authorship theory. Considerable attention is paid to the author-storyteller who is positioned in the work as an independent character conducting the narration, a person with his / her own life experience, worldview, feelings, deeply enduring the drama occurring on the pages of the novel. The facts subjected to the analysis, describe the author’s individual picture of the world projected onto the pages of the work.