I Can't Emphasize This Enough

Have you ever noticed that advertisers love to use-or misuse-quotation marks? You've probably seen signs like these:

• "Free" Checks
• "Friendly" Sales People 
• "Fast" Delivery

Why are these words in quotes? Maybe the advertisers thought you'd pay more attention to their products or services, but sometimes quotation marks can imply a sarcastic tone. To add emphasis, these writers could have used italics or a different font color or underlined key words.

Moral of the story? Even if you're really hungry, avoid places that advertise "fresh" sushi. Well, that and use punctuation marks correctly or you could send some strange messages. For a good punctuation review, read Chapter Five of Business Writing That Counts.