Personification

Giving a thing, an animal, or an abstract idea actions, feelings, or speech proper to a person.

In The Master and Margarita

It is very hard to do that, because written paper burns against its will.

By saying that written paper "burns against its will," the Master gives the manuscript a will of its own, the will to resist the fire. The physical detail shows that the work does not let itself be destroyed without a struggle, not even by the one who wrote it.

Part One, Chapter 13: The hero appears, The Master

That is a fact. And a fact is the most stubborn thing in the world.

Part Two, Chapter 23: Satan's grand ball, Woland