The important idea is that the style of opening and closing quotation marks must be matched: A publisher's or author's style may take precedence over regional general preferences. Single quotes are more usual in the United Kingdom, Ireland, Australia and South Africa, though double quotes are also common there, especially in journalistic works. Double quotes are preferred in the United States, and also tend to be preferred in Canada and New Zealand. Single or double quotation marks denote either speech or a quotation. They were used to quote direct speech as early as the late sixteenth century, and this practice became more common over time. In Early Modern English, quotation marks were used to denote pithy comments. When this practice was abandoned, the empty margin remained, leaving the modern form of indented block quotation. In some Baroque and Romantic-period books, they would be repeated at the beginning of every line of a long quotation. Quotation marks were first cut in metal type during the middle of the sixteenth century, and were used copiously by some printers by the seventeenth. Long quotations were also set this way, at full size and full measure. During the Renaissance, quotations were distinguished by setting in a typeface contrasting with the main body text (often italic type with roman, or the other way around). In the first centuries of typesetting, quotations were distinguished merely by indicating the speaker, and this can still be seen in some editions of the Christian Bible. (Despite the different code points, the curved and straight versions are sometimes considered multiple glyphs of the same character.) History Despite being semantically different, the typographic closing single quotation mark and the typographic apostrophe have the same visual appearance and code point (U+2019), as do the neutral single quote and typewriter apostrophe (U+0027). Characters with different meanings are typically given different visual appearance in typefaces that recognize these distinctions, and they each have different Unicode code points. Likewise, the typographic opening single quotation mark is sometimes used to represent the ʻokina while either the typographic closing single quotation mark or the neutral single quotation mark may represent the prime symbol. The typographic closing double quotation mark and the neutral double quotation mark are similar to – and sometimes stand in for – the ditto mark and the double prime symbol. Some computer software has the feature often called "smart quotes" which can, sometimes imperfectly, convert neutral quotation marks to typographic ones. Because typewriter and computer keyboards lack keys to directly enter typographic quotation marks, much of typed writing has neutral quotation marks. Typographic quotation marks are usually used in manuscript and typeset text. Opening and closing quotation marks may be identical in form (called neutral, vertical, straight, typewriter, or " dumb" quotation marks), or may be distinctly left-handed and right-handed (typographic or, colloquially, curly quotation marks) see quotation mark glyphs for details. Quotation marks are written as a pair of opening and closing marks in either of two styles: single (‘.’) or double (“.”). (For example, in the sentence 'The lunch lady plopped a glob of "food" onto my tray.' the quotation marks around the word food show it is being called that ironically.) They are also sometimes used to emphasise a word or phrase, although this is usually considered incorrect. Quotation marks may be used to indicate that the meaning of the word or phrase they surround should be taken to be different from (or, at least, a modification of) that typically associated with it, and are often used in this way to express irony. In English writing, quotation marks or inverted commas, also known informally as quotes, talking marks, speech marks, quote marks, quotemarks or speechmarks, are punctuation marks placed on either side of a word or phrase in order to identify it as a quotation, direct speech or a literal title or name.
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