Rule: Avoid using quotation marks for emphasis. Quotation marks enclose directly quoted speech or text. Do not use them to emphasize words or phrases. You may use quotation marks to call attention to an unusual or incorrect meaning of a word. Sometimes, in fact, the use of quotation marks implies that the word is being used ironically or humorously with the opposite of its normal meaning. This last use of quotation marks is sometimes called "air quotes."