Punctuation Interlude

If you think quotation marks add emphasis, you really, really need to read today’s post.

This post originally appeared in the now-defunct Central Texas Instructional Design blog on this date.

Let’s take a break from multiple choice questions to revisit punctuation—quotation marks, in particular. When not setting off quoted text, what do they do?

One of my clients asked for my opinion on a marketing brochure. Marketing isn’t my specialty, but I agreed to look it over. One of the first things I noticed was an abundance of quotation marks bracketing single words and a couple of phrases. I asked, “When describing your new product, why is new in quotation marks? Why are so many other words in quotation marks?”

“I want to emphasize those words. The quotation marks will call the reader’s attention to those words.”

True enough, but what kind of attention do quotation marks draw? I told a story that one of my undergrad technical writing profs related in class. I wish I could take credit for it, but here is a short version of the story:

An editor and a writer were arguing over the use of quotation marks in a headline. The editor said they emphasize the meaning of the quoted word. The writer said they call the word into question. After much arguing, the writer said, “I can make my point if you give me control over tomorrow’s headline.” The overly-confident editor agreed. The next day, the banner headline read:

Editor Seen Leaving Motel with “Wife”

The next draft of the marketing brochure I saw had replaced the quotation marks with boldface type.