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In the article Better web typography in a few simple steps, it says
Talking about apostrophes, the correct sign for them is the right single quotation mark. A dead give-away for amateur typography is the presence of straight quotation marks, also called 'dumb quotes' by type-savvy designers.
I've been using these "dumb quotes" all along!
Now, when one is writing regular HTML (and not Markdown, which automatically produces apostrophes), how is one supposed to sanely write correct apostrophes? Am I just supposed to inject ’ wherever a ' would go before? Is there a program that automatically does this?
How do professional web designers take care of this problem?
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Single quotes are limited to one real function in written U.S. English, which is to indicate a quotation within a quotation. Apostrophes, on the other hand, are used to denote possessive form and to indicate omission.
The "dumb" apostrophe To get a proper apostrophe you may have to use a keyboard command. On the Mac it's Option + Shift + ] to get the single closed quotation mark (apostrophe). Use Alt + 0146 on the PC. As you can see from the photo right, sometimes the backward apostrophe gets by the best of them.
In short, 'yes', you can use the symbol of the apostrophe as a quotation mark, however it is normally used when quoting one or two words rather than full sentences.
You have couple of options here:
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