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Be careful not to use quotation marks in an attempt to emphasize a word (the kind of thing you see in grocery store windowsBig "Sale" Today!). Underline or italicize that word instead. (The quotation marks will suggest to some people that you are using that word in a special or peculiar way and that you really mean something elseor that your sale is entirely bogus.) The American Medical Association Manual of Style (9th ed, 1998) calls misused quotation marks like this Apologetic Quotation Marks and says:
In his novel, The Kitchen Man, Wood expands the simile as follows: “Ready to walk out the door you stop one last time at the mirror, just to be sure they’re going to regret what they walked out on. Well, maybe the belt is wrong, you think, throwing it on the bed, pulling out another. No, these old shoes won’t do, too dowdy. After an hour, you’re stripped to your socks and in tears, absolutely sure now that you are the perfect mess they said you were. And so your manuscript will be if you don’t fight every urge to better every sentence.”