AVD

"In a more technical way we can acknowledge that unfamiliarity plays an important part in pattern-recognition, and we can ask how this feature gains its effect. If two words are placed together that are not normally associated as from the same field of reference or meaning, a kind of semantic spark or jump may be created that is intensely localized within the continuity of the text process: it may be a kind of “hot spot” that burns very bright but which the reader can quite quickly assimilate within the larger patterns of composition. Sometimes these sparks can follow in quick succession, many of them, producing disturbance patterns of their own, extended trains of unfamiliar words and phrases which break the rules for local sense."