The N400 Brain Wave is activated when someone reads a sentence, which is semantically incorrect or highly ironic as per that human brains imprinting and knowledge. Indeed a great trait for an editor or copywriter who is busy fixing errors or looking over content.

But could it also be used by someone who is writing content to increase the potential impact on the reader? You see, when someone is presented with something they do not know it insights curiosity. If you can couple that with something, which they had not considered because it does not fit into their particular belief system, it wakes up the additional N400 brain wave as a Double Whammy! This is because when you present information that to them appears out of place in the formatting and imprintations of their previous memory of experiences and observations, they say "What? Huh, hmm?”

Had they already known this information it would not trigger it as hard. So, if curiosity killed the cat, because now they just have to know, wet their appetite with a little more, a taste of something new, but out of time or place. Ironic facts are a "killer” draw for interest in the human mind. It seems that both editors and writers should learn more about the N400 Brain Wave and use it to their advantage. Consider all this in 2006.