It seems to me like a rhetorical figure more than anything. I can't say anything for a certainty, but calls to my mind such ideas as "ghastly", "spooky", "eerie", so it could be alluding to the (suspected) true identity of the new transfer kid, which is, as Wikipedia puts it,
(I haven't read the novel, by the way. So the entirety of my knowledge of the story consists almost wholly of the quote and what's written on the Wikipedia article. Yay!)