The Negative Connotation of Lying

Most people would think that if somebody's claiming to be someone other than they are, that they're lying about it. If I wrote a horror novel and signed it, Stephen King, and sent it into a publisher, I mean, I'd get in trouble. So does it have that kind of negative connotation? Is it lying? Is it how do you deal with this? This is in the Bible for one thing. Well, we can at least say it's deceptive, for sure.