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16 Drafting Your Ad Analysis

Dr. Karen Palmer

Now that you have a solid outline, it’s time to start writing your ad analysis paper! Here we will work through fleshing out each part of your outline–turning your outline into a full draft.

Introduction

The first part of your paper is your introduction. You may remember from the Writing Formula chapter that an introduction consists of three main parts: the hook, the introduction to the topic, and the thesis. Let’s begin with the hook. A hook does two jobs–it connects the topic of your paper to your readers, and it attempts to capture their attention.

This video highlights some of the most common techniques for writing a good hook:

Now that you have a general idea of what a hook does, let’s focus in on the kind of hook that would be most useful for your ad analysis essay. Let’s say you are doing an analysis on that milk ad we discussed earlier in the text.

Strategy 1: Connect to the topic of the ad: milk. You could say something like, “Do you drink milk?” But…would that really draw in readers? Surely, there is a better way to grab the attention of our audience.

Strategy 2: Connect to the broader topic of advertising. Here you might say something like, “Advertisers are always trying to get our attention.” Sure, this is a broad opening to the paper, but is it really going to make anyone interested in the topic?

A good idea is to brainstorm some current events or topics that link to your ad. A brainstorming list for this milk ad could include lactose intolerance, the concept of looking at TV sitcom characters as role models, the changing role of mothers, and even the pressure placed on moms (and women in general)  to be perfect. Choose something that appeals to you and that illustrates a theme that runs through the ad. When brainstorming with my classes, we often land on the idea of perfection with this particular milk ad. It makes a compelling frame for the paper.

Introducing the topic is just that–letting readers know what the paper will be about. ie An ad for ________ located in _________ magazine illustrates this concept. Note that you need to include the specific product advertised in the ad, the name of the magazine in which the ad is located, and include a connection/transition to your hook.

Finally, the last sentence of your introduction is your thesis. Here you make your argument. While you already wrote a thesis for your outline, you want to double check that the thesis connects in some way to your hook. Our example thesis is: “The advertisers successfully persuade the consumer that milk will make them a great mom by using nostalgia, milk branding, and the image of ideal motherhood.” We might make a slight adjustment here to make the connection a bit more explicit: “The advertisers play on the desire of moms to fulfill an image of perfection by using nostalgia, milk branding, and the image of ideal motherhood.”

In the ad analysis, our background consists of two different sections: the description and the discussion of context.

Description

Remember that your audience cannot see the ad you are discussing. If you were in a room presenting to your audience, you might project an image of the ad up on a screen. Since we can’t do that in an essay, we need to describe the ad for our readers. Essentially, you want your readers to be able to draw a basic picture of your ad–or at least visualize it accurately in their minds.

This video from James Rath discussing how people with visual impairments see images on social media gives an important life reason for learning how to write solid image descriptions:

Here are some good tips for writing a description of an image:

1. Start by giving readers a one sentence overview of the ad. For our milk ad, that might be, “In this ad, three mothers from iconic sitcoms sit side by side in a beauty parlor under old-fashioned hair dryers.”

2. Determine in advance how you want readers to see the image–do you want them to look at the image left to right? Foreground to background? Clockwise? Bottom line here–don’t make readers minds jump around from place to place as they try to visualize the image.

3. Choose the key elements. You don’t have to describe every single thing in this paragraph. Tell readers who the three moms are and what show they are from. Give enough basic details so that readers know the setting is old-fashioned. Remember, you’ll be able to bring forward more detail as you analyze the ad in the body of your paper. Readers don’t need to know what color a person’s eyes are unless it’s a key part of the ad.

4. Don’t forget the text! While you should not write every word in the ad in your description, especially if there are lengthy paragraphs, you should include a brief overview of the text. ie placement, basic overview Again, you’ll be able to give specific quotes that are relevant to your analysis in the body of your paper.

5. Write in present tense!

The context of an ad really focuses on the audience of the ad. Remember that advertisers very carefully consider the audience for their product and create their advertisements to best reach that target audience. Let’s look at this from the perspective of a company looking to place an ad:

So, if an advertiser goes to this much trouble to determine the demographics of their target audience, it’s obviously important! The ad (unless perhaps it was published by an inexperienced advertiser) is not “for everyone.” An ad in Newsweek , no matter how childlike it appears, was not created for children. It was created for the audience who will purchase and read this magazine. When we do an ad analysis, we want to share similar information with our readers. What magazine is the ad placed in? What is the general focus of that publication? What kinds of articles appear in the publication? What general types of ads appear? In short, who is the audience? Of course, you can look at a magazine and get some of this information. You can also do a quick online search for the demographics of the magazine or for their media kit, which is what advertisers look at prior to purchasing advertising space to ensure the magazine is a good fit for their ad.

Now that you have the background out of the way and your audiences thoroughly understand the topic, it’s time to begin your analysis. Your thesis should have given at least three advertising strategies used in the ad. Your paper should include a paragraph for each one of those strategies.

Topic Sentence

The topic sentence should echo the wording of the thesis and clearly introduce the topic. For example, “One way the advertisers use the concept of the perfect mother to convince readers to purchase milk is by using iconic mothers from television shows.” For your next paragraph, you’d want to be sure to include a transition. For example, “Another way” or “In addition to” are both phrases that can be used to show that you are building onto your previous paragraph.

In this part of the paragraph, you want to give specific examples from the ad to support your point.

First, you should introduce the example. “The three moms from iconic tv shows are the focus of this ad.”

Next, you should give specific examples from the ad–this could be pointing out particular details about the images in the ad or quoting from the text–or both! For example, for the milk ad, you might give the specific names of the characters and the shows they are from. You might point out that every detail of their outfits are perfect. That they are wearing makeup and jewelry. That they have their wedding rings prominently focused in the image. You might also quote text, like the line from the ad that says, “Another all-time great mom line.”

Finally, wrap up your examples with a clear explanation of how the example proves your point. For example, you might say that, especially in modern times, it is very difficult for mothers to live up to the standard of perfection set by these three television moms. You might explain how causing readers to feel “less than” sets the stage for them to accept the premise that giving their children milk will make them more like these TV moms.

The wrap up for your paragraph is similar to the wrap up for the evidence provided. Here you want to reiterate your thesis in a simple sentence. For example, you might say, “Using the images of these iconic moms convinces moms that, in order to be a good mom, they must buy milk for their children.”

The conclusion of your paper is essentially a mirror image of your introduction. Think of your paper as an Oreo cookie. The introduction and the conclusion are the cookies that surround the best part–the body of the paper. Like the cookie outsides of the Oreo, the introduction and conclusion should be mirror images of each other.

1. Start with re-stating the thesis.

2. Reiterate the topic.

3. Return to your hook and elaborate.

Unlike an Oreo, the conclusion should not simply copy your introduction word for word in a different order. Try to restate your sentences in a different way. Elaborate on your hook so that you leave readers with something to think about!

 Content written by Dr. Karen Palmer and is licensed CC BY NC.

The Worry Free Writer Copyright © 2020 by Dr. Karen Palmer is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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75 best advertising quotes from industry rulers.

The futuristic philosopher Alvin Toffler once wrote, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” This is the theory on which whole scenario of advertising and rest of the industry is based. For filling a vessel, you must empty it first. The same goes with learning new things; and advertising is based on this principle. To go hand in hand with the changing scenario, people in advertising must unlearn old, to be in sync with the new. Great advertising agencies have emerged as big enterprises following the same principle. People belonging from such advertising agencies had the will to learn new things.

A successful mind is the one that is always hungry for learning. While each human being is born with a passion to learn, somewhere, by the passage of time, we lose excitement and passion for learning. The pressure to excel in any arena, be it advertising too, robs the people of the willingness to learn. People those who stick to the basics and stick to what they know from previous endeavors, can never excel in advertising. They fail to take risks and advertising and marketing is all about risk. These kinds of people always try to fix the creativity to their mental evolvement. For excelling in the arena of advertising, one must be motivated to take risks, learn, unlearn and then to relearn. This principle not only helps in the industry, but also helps in one’s personal growth.

So let us have a look on advertising quotes and try to learn something from them.

Advertising quotes based on the use of right words:

• “The difference between the almost right word and the right word is the difference between the lightning bug and the lightning.” – Mark Twain
• “The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage
• “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” –  David Ogilvy
• “Every time a message seems to grab us, and we think, ‘I just might try it,’ we are at the nexus of choice and persuasion that is advertising.” – Andrew Hacker
• “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” –  David Ogilvy
• “A good advertisement is one which sells the product without drawing attention to itself.” – David Ogilvy
• “I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.” – Leo Burnett
•  “Creativity about life, in all aspects, I think, is still the secret of great creative people.” –  Leo Burnett
• “An ad is finished only when you no longer can find a single element to remove.” – Robert Fleege
• “Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out…” – David Ogilvy
• “Great content is the best sales tool in the world” – Marcus Sheridan
• “I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” –  David Ogilvy
• “Brands should think of themselves not as storytellers but story builders. We plant seeds of content and let our community build on it.” – Amy Pascal

Advertising quotes based on creativity:

• “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.” – Jef I. Richards
• “To think creatively, we must be able to look afresh at what we normally take for granted.” – George Kneller
• “Be creative while inventing ideas, but be disciplined while implementing them.” – Amit Kalantri
• “Creativity is intelligence having fun.” – Albert Einstein
• “The best ideas come as jokes. Make your thinking as funny as possible.” – David Ogilvy
• “In our factory, we make lipstick. In our advertising, we sell hope.” – Peter Nivio Zarlenga
• “A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable.” – Bernice Fitz-Gibbon
• “Curiosity about life, in all its aspects, I think, is still the secret of great creative people.” – Leo Burnett
• “Creativity may well be the last legal unfair competitive advantage we can take to run over the competition.” – Dave Trott
• “Advertising is the ability to sense, interpret . . . to put the very heart throbs of a business into type, paper and ink.” – Leo Burnett
• “Creativity is like washing a pig. It’s messy. It has no rules. No clear beginning, middle or end. It’s kind of a pain in the ass, and when you’re done, you’re not sure if the pig is really clean or even why you were washing a pig in the first place.” – Luke Sullivan
• “Nothing comes from nothing. You must continuously feed the inner beast that sparks and inspires.” – George Lois
• “Creativity and innovation are about finding unexpected solutions to obvious problems, or finding obvious solutions to unexpected problems.” – Rei Inamoto
• “If it doesn’t sell, it isn’t creative.” – David Ogilvy
• “There are a lot of great technicians in advertising. And unfortunately, they talk the best game. They know all the rules … but there’s one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.” – William Bernbach
• “Advertising, as a single entity is capable of creating vast changes in our social structure, simply does not exist. Its impact is too diffuse, too omnidirectional.” – William Hesse
• “Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” – David Ogilvy
• “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” – David Ogilvy
• “An idea can turn to dust or magic, depending on the talent that rubs against it.” – Bill Bernbach
• “There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” – David Ogilvy

Also read:   Organizational structure of an advertising agency

Advertising quotes based on truth and reality:

• “There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.” – Jerry Della Femina
• “The most powerful element in advertising is the truth.” – Bill Bernbach
• “Advertising is legalized lying.” – H. G. Wells
• “Making promises and keeping them is a great way to build a brand.” – Seth Godin
• “Facts are irrelevant. What matters is what the consumer believes.” – Seth Godin
• “I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.” – Leo Burnett
• “Telling lies does not work in advertising.” – Tim Bell
• “That’s the kind of ad I like, facts, facts, facts.” – Samuel Goldwyn
• “Our job is to bring the dead facts to life.” – Bill Bernbach
• “The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.” – Leo Burnett
• “The worst thing for a brand is to have a kind of false part of who they are exposed out there.” – Lee Clow
• “Certainly, it seems true enough that there’s a good deal of irony in the world… I mean, if you live in a world full of politicians and advertising, there’s obviously a lot of deception.” – Kenneth Koch
• “The advertisement is the most truthful part of a newspaper.” – Thomas Jefferson
• “We need to stop interrupting what people are interested in and be what people are interested in.” – Craig Davis
• “Don’t tell me how good you make it; tell me how good it makes me when I use it.” – Leo Burnett
• “The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.” – Bill Cosby
• “Advertising is only evil when it advertises evil things.” – David Ogilvy

Advertising quotes on importance of advertising

• “Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford
• “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does” – Steuart Henderson Britt
• “Advertising is the modern substitute for argument; its function is to make the worse appear the better.” – George Santayana
• “One ad is worth more to a paper than forty editorials.” – Will Rogers
• “Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.” – Sinclair Lewis
• “Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” – S Leacoc
• “Many a small thing has been made large by the right kind of advertising.”- Mark Twain
• “In advertising, not to be different is virtually suicidal” – Bill Bernbach
• “There’s an ad for every vice. That’s advice.” – Brian Spellman

Advertising quotes reflecting simplicity:

• “Simplicity is the ultimate sophistication.” – Leonardo Da Vinci
• “Make it simple. Make it memorable. Make it inviting to look at” – Leo Burnett
• “If you can’t explain it to a six year old, you don’t understand it well enough yourself” – Albert Einsteen
• “Be yourself. Everyone else is already taken.” – Oscar Wilde

Advertising quotes based on finding the right audience:

• “If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.” – Jim Stengel
• “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker
• “A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.” – Scott Cook
•  “Your brand is a story unfolding across all customer touch points.” – Jonah Sachs

Advertising quotes on brand building:

• “Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.” – Simon Mainwaring
• “Because advertising and marketing is an art, the solution to each new problem or challenge should begin with a blank canvas and an open mind, not with the nervous borrowings of other people’s mediocrities. That’s precisely what ‘trends’ are – a search for something ‘safe’ – and why a reliance on them leads to oblivion.” – George Lois
• “Advertising is the price you pay for having unremarkable product or service” –  John Edson
• “Building a profitable personal brand online is not a sprint, and something that happens over night. Don’t aim for perfection early on. Instead allow your brand to evolve naturally over time and focus on providing massive value and over deliver to your target audience. Then you will get more clear over your message and brand as well. Always remember that!” – Navid Moazzez
• “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” –  Jeff Bezos

These are some of the advertising quotes, which revolve around the advertising industry to learn and inspire. You may be tempted to think that as these quotes are a bit old, they may no longer be applicable. But if you notice, these have been revised, re- read and re- created with changing times and tides. But un-arguable fact stands at – “Good work is good work, period.”

Also read:  Importance of advertising research for agencies

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40 Advertising Quotes About Honesty, Content, and Creativity

The medium changes, but the message remains the same

Tara Moore/ Getty Images

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Paul Suggett has over 20 years of experience as a copywriter and creative director in advertising.

• DeMontfort University

It is tempting to think that old advertising quotes from ad industry giants like Bill Bernbach or David Ogilvy may no longer be of use in the age of social media and online advertising. But a glance at some of their more famous sayings quickly reveals that while the medium has changed, the power of the message remains.

Advertising Quotes on Honesty

"There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster." -Jerry Della Femina

"The most powerful element in advertising is the truth." -Bill Bernbach

"Facts are irrelevant. What matters is what the consumer believes." -Seth Godin

"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death." -Leo Burnett

"Telling lies does not work in advertising." -Tim Bell

"That's the kind of ad I like, facts, facts, facts." - Samuel Goldwyn

"Our job is to bring the dead facts to life." -Bill Bernbach

"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself." -Leo Burnett

"The worst thing for a brand is to have a kind of false part of who they are exposed out there." -Lee Clow

"Certainly, it seems true enough that there's a good deal of irony in the world ... I mean, if you live in a world full of politicians and advertising, there's obviously a lot of deception." -Kenneth Koch 

"Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out." -David Ogilvy

"The advertisement is the most truthful part of a newspaper." -Thomas Jefferson

Advertising Quotes on Content

"What really decides consumers to buy or not to buy is the content of your advertising, not its form." - David Ogilvy

"A good advertisement is one which sells the product without drawing attention to itself." -David Ogilvy

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." -Leo Burnett

"We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'" -Leo Burnett

"The more informative your advertising, the more persuasive it will be." -David Ogilvy

"What you say in advertising is more important than how you say it." -David Ogilvy

"Let's say you have $1 million tied up in your little company and suddenly your advertising isn't working and sales are going down. And everything depends on it. Your future depends on it, your family's future depends on it, other people's families depend on it. Now, what do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?" -Rosser Reeves

“Don’t tell me how good you make it; tell me how good it makes me when I use it.” -Leo Burnett

"An ad is finished only when you no longer can find a single element to remove." -Robert Fleege

"On the average, five times as many people read the headlines as read the body copy." -David Ogilvy

"If you are writing about baloney, don't try and make it Cornish hen, because that's the worst kind of baloney there is. Just make it darn good baloney." -Leo Burnett

"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think." -David Ogilvy

"I don't know how to speak to everybody, only to somebody." -Howard Gossage

"You have to be daring and make something that doesn’t look like anybody else." -Lee Clow

"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea." -David Ogilvy

“Think like a wise man but communicate in the language of the people” -William Butler Yeats

 Advertising Quotes on Creativity

"Advertising is the ability to sense, interpret ... to put the very heart throbs of a business into type, paper, and ink." -Leo Burnett

"Creativity is like washing a pig. It’s messy. It has no rules. No clear beginning, middle or end. It’s kind of a pain in the ass, and when you’re done, you’re not sure if the pig is really clean or even why you were washing a pig in the first place." -Luke Sullivan

"Nothing comes from nothing. You must continuously feed the inner beast that sparks and inspires." -George Lois

"Creativity and innovation are about finding unexpected solutions to obvious problems, or finding obvious solutions to unexpected problems." -Rei Inamoto

"If it doesn't sell, it isn't creative." -David Ogilvy

"There are a lot of great technicians in advertising. And unfortunately, they talk the best game. They know all the rules ... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion." -William Bernbach

"I don't know the rules of grammar ... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular." -David Ogilvy

"An idea can turn to dust or magic, depending on the talent that rubs against it." -Bill Bernbach

"To swear off making mistakes is very easy. All you have to do is to swear off having ideas." -Leo Burnett

"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." -David Ogilvy

"I've learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one." -Leo Burnett

"Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process." -David Ogilvy

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Home Marketing 32 Inspiring Quotes From Marketing & Advertising Experts

32 Inspiring Quotes From Marketing & Advertising Experts

“Only a fool learns from his own mistakes. The wise man learns from the mistakes of others” – Otto von Bismarck

I find it amazing just how much wisdom we can freely absorb from the great minds of the marketing and advertising world. While it would take many lifetimes to learn what the Ogilvy’s, De Bono’s, and Bernbach’s of this world knew, we can become substantially better marketers by heeding their wise words of advice.

On the reality of advertising & marketing

“We need to stop interrupting what people are interested in & be what people are interested in.” – Craig Davis

“Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach

“Nobody reads ads. People read what interests them, and sometimes it’s an ad.” -Howard Luck Gossage

“The only people who care about advertising are the people who work in advertising” – George Parker

On Being Different & Breaking The Rules

“By definition, remarkable things get remarked upon” – Seth Godin

“Rules are what the artist breaks; the memorable never emerged from a formula” – Bill Bernbach

“In advertising, not to be different is virtually suicidal” – Bill Bernbach

On Being Ethical

“Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine” – David Ogilvy

“Advertising is only evil when it advertises evil things.” – David Ogivly

On Product Quality

“If dogs don’t like your dog food, the packaging doesn’t matter” – Stephen Denny

“Don’t find customers for your product. Find products for your customers” – Seth Godin.

“Give them quality. That’s the best kind of advertising.” – Milton Hershey

On Simplicity

“Simplicity is the ultimate sophistication.” — Leonardo Da Vinci

“Make it simple. Make it memorable. Make it inviting to look at” – Leo Burnett

“If you can’t explain it to a six year old, you don’t understand it well enough yourself” – Albert Einsteen

On knowing your audience

“If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.” – Jim Stengel

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker

On Creativity

“Curiosity about life, in all its aspects, I think, is still the secret of great creative people.” – Leo Burnett

“Creativity may well be the last legal unfair competitive advantage we can take to run over the competition.” – Dave Trott

“Creativity without strategy is called art, creative with strategy is called advertising” – Prof. Jef L. Richards

“An idea can turn to magic or dust, depending on the talent that rubs against it” – Bill Bernbach

On Communication & Sharing

“Think like a wise man but communicate in the language of the people” – William Butler Yeats

“In our factory, we make lipstick. In our advertising, we sell hope.” -Peter Nivio Zarlenga

“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” – David Ogilvy

“Don’t tell me how good you make it; tell me how good it makes me when I use it.” – Leo Burnett

“People share, read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust – Malorie Lucich, Facebook

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy

“People spend money when and where they feel good” – Walt Disney

On Building a Brand

“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” – David Ogilvy

On the importance of advertising & marketing

“Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford

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Using Quotes in Academic Writing

Discussed in this post:

What is a quotation, how to use quotations in your writing, four rules for using quotes, when to use quotations, benefits of using quotes, challenges of using quotes.

Incorporating quotations into your academic essays at the university level can significantly bolster your arguments, offering clarity, authority, and depth to your discourse. Carefully chosen excerpts from the works of other authors not only enrich the texture of your writing but also demonstrate the breadth of your research, situating your work within the larger academic conversation.

By weaving relevant quotations into your assignment, you provide your reader with additional insights into the subject matter, enhancing their understanding and engagement. These citations serve multiple purposes: they lend credibility to your claims, making your argument more compelling; they introduce a variety of perspectives, enriching the narrative; and they bridge the gap between your own insights and the established knowledge in your field.

Employing quotations effectively allows you to:

Clarify complex points , making your argument more accessible.

Anchor your assertions in the authority of respected scholars, adding weight to your argument .

Elevate the persuasiveness of your message, engaging your audience with a dynamic range of voices.

Showcase the extent and diversity of your research , reflecting a thorough engagement with the subject.

Introduce supplementary information , broadening the scope of your discussion.

Highlight, underscore, or introduce novel ideas , enriching the reader's understanding.

Diversify your writing style , preventing monotony and capturing the reader's interest.

Ensure academic integrity by properly attributing ideas to their original authors, thus avoiding plagiarism.

In summary, the strategic inclusion of select quotations in your academic writing not only evidences a well-rounded research effort but also strengthens the coherence and impact of your arguments. Through judicious use of quotes, your essay becomes a nuanced and authoritative piece of scholarship, resonating more deeply with its readers and standing firmly on the foundation laid by prior research.

A Quotation or Quote is a word-for-word extract of someone else's words. 

There are two types of quotes: direct and indirect.

·         Direct quote – is when the words of an author are used by someone else.

·         Indirect quote – is when the ideas of an author are restated, this is also known as paraphrasing.

All direct quotations should have quotation marks surrounding the extract of words from the original source.  

Direct quotes are used when it is the exact words of the author that are important, and you want to use the style or tone of the author within your writing.

Using quotation marks around the extract of text and including an in-text citation is how credit and acknowledgment of the original author is noted.

When you include a quote in your own written work you must give credit to the original author.

The best way to use quotations is to put them into context.  If you are using a quotation that you have found somewhere else, it's always best if you can show how it applies to your own assignment.

Don't get caught up in the quote, you must make sure that you understand its' meaning, and context and can explain it well.

If you use quotes out of context or purposefully misinterpret them to support your point your lecturer will know, and it will weaken your assignment submission.

You can quote from sources, but not just to look fancy, quote for a purpose.  Make sure you use quotes for their intended purpose and make sure your work looks good.

Use quotes for support

Quotations can also be used to support a point you are making. A good way to use quotations is to write your own sentence or two, then add in direct quotes to help explain and support what you are saying.

You might choose to include quotes in your assignment if the statement adds credibility and support to your argument.

Use quotes for emphasis

Quotations can be used in your writing to enhance the meaning of your sentences and show your point of view on a subject. 

You might choose to include quotes in your assignment if the statement is in opposition to your view and you are arguing against this position.

Use quotes for clarification

Quotations can be used to further explain the point or position you are making in your writing.  Using quotes can allow you to connect your ideas with the published research in your field.   

You might choose to include quotes in your assignment if the original author has presented the thought in a particularly eloquent or powerful way.  

Use quotes without plagiarising

It's very important in academic writing to give credit to the original author if you quote their work in your assignments. 

This means you must include the citation next to the quotation in the body of your writing and a corresponding entry in your reference list which includes the full bibliographic information for the source. 

If you include quotes in your writing and don't use quotation marks or provide the citation for the original source this could be considered plagiarism because you haven't given acknowledgment to the original author.  Overall, this weakens your submission and should be avoided. 

You can avoid this by making detailed notes that clearly reference where all your quotes and other research notes have been sourced from.  Keeping detailed notes which include all the details you need to use quotes in your writing and accurately cite and reference them will help you avoid the risk of plagiarism.

Use citations for all quotes

There are different rules which you must apply depending on the type of referencing style you are using.

If you are using quotes in Harvard or APA referencing these can be incorporated into your assignment in several ways, depending on the length of the quote.

If the quote is less than 40 words, you should enclose the words in double quotation marks and incorporate into the paragraph you’re writing, followed by the author’s name and date of publication in brackets.

If the quote is more than 40 words, you should insert it as a separate paragraph which is preceded by a colon and followed by the author’s name, date of publication and page number in brackets.

Always check the referencing rules for the style you are using when incorporating quotations into your writing.

When incorporating quotations into your academic writing, adhering to four fundamental rules ensures clarity, integrity, and effectiveness in your assignments:

Enclosure in Quotation Marks : Every quote must be enclosed within quotation marks. This practice clearly demarcates the quoted material from your own writing, alerting readers to the fact that these words are taken directly from another author's work. Quotation marks serve as essential indicators of borrowed phrases or sentences, be they in the form of dialogue, text excerpts, or specific terms, and are known variably as speech marks, inverted commas, or quote marks.

Sparingly Use Quotes : Quotations should be employed judiciously within your text. Overuse can overshadow your insights and give the impression that you have not fully engaged with the material or formed your independent analysis. Effective use of quotes enriches your argument by providing authoritative support without compromising the originality of your work.

Provide Context and Relevance : Each quotation must be introduced with sufficient context to explain its significance and relevance to your argument. Without this clarity, quotes can appear disjointed or irrelevant, detracting from the coherence of your essay. A well-integrated quote naturally flows within your narrative, reinforcing your points and illustrating your assertions with concrete examples.

Attach a Citation : Every quotation requires an accompanying citation, providing a roadmap for readers to locate the original source. Accurate citations are crucial for maintaining academic honesty and allowing your audience, including lecturers and fellow scholars, to verify the quoted material. This practice upholds the integrity of your work and acknowledges the contributions of other authors to your research.

In summary, effective quotation usage in your assignments hinges on these core principles: proper punctuation to indicate direct borrowing, strategic selection to avoid overreliance on external sources, contextual integration to maintain the flow and relevance of your argument, and meticulous citation to honor original authorship. By applying these guidelines, you ensure that quotations enhance your writing, lending authority and depth to your analysis while preserving the originality and coherence of your academic voice.

Using quotations at the university level is a crucial part of academic writing, signifying both respect for the original work of others and a scholarly approach to supporting your arguments.

Use quotations when the original wording is so clear, concise, or perfectly expressed that paraphrasing would lose the meaning or lessen the impact.

Employ quotations to lend credibility to your claims by citing the words of renowned experts in the field.

Quotations can introduce different viewpoints or highlight debates within the academic community, they demonstrate a comprehensive understanding of the subject and engagement with broader academic conversations.

Use quotations sparingly to ensure your work reflects your critical analysis and isn’t overwhelmed by others' thoughts.

Quotations should enhance your analysis and contribute to your argument, not substitute for your own critical thinking and writing.

Remember, the goal is to use quotations to bolster your work, showing your engagement with the material and your ability to weave others' insights into your analysis effectively.

The use of quotations in academic writing, for students at the university level, offers a multitude of benefits that are integral to scholarly work. These benefits not only enhance the quality and credibility of academic writing but also foster a deeper engagement with the subject matter. Below, we explore the key advantages of incorporating quotations into academic texts.

Supports Arguments with Authority : Quotations from credible sources provide solid backing for your arguments, making them more persuasive. By citing established experts or seminal works, you demonstrate that your claims are supported by authoritative voices in the field. This not only strengthens your position but also shows your awareness of the key contributions to the topic.

Demonstrates Research Depth : Utilizing quotations effectively showcases the breadth and depth of your research. It indicates that you have engaged extensively with the literature and have a comprehensive understanding of the subject matter. This thorough approach is often appreciated in academic circles, where depth of understanding and engagement with existing scholarship are valued.

Facilitates Academic Dialogue : By quoting other scholars, you are participating in an ongoing academic conversation. This engagement demonstrates your ability to dialogue with peers and predecessors in your field, critiquing, agreeing with, or expanding upon their ideas. Such participation is a cornerstone of academic development and contributes to the evolution of knowledge within the discipline.

Enhances Credibility and Trustworthiness : Properly cited quotations lend credibility to your academic work. They signal to the reader that your arguments are grounded in established research rather than being merely speculative or opinion-based. This adherence to academic integrity builds trust with your audience, which is crucial for the acceptance and impact of your work.

Improves Writing Skills : Integrating quotations into your writing requires a skillful balance between your voice and the voices of those you cite. This process improves your paraphrasing, summarizing, and critical analysis skills. Learning to use quotations effectively helps in developing a clear, authoritative writing style that is both persuasive and respectful of others' contributions.

Inspires New Insights : Engaging deeply with the text you are quoting can spark new ideas and insights. The process of selecting, analyzing, and discussing quotations can lead to unexpected connections or questions, driving forward your own intellectual exploration and contributing to the scholarly endeavor more broadly.

In summary, the strategic use of quotations enriches academic writing by providing authoritative support, demonstrating research depth, engaging in scholarly discourse, lending credibility, enhancing writing skills, and inspiring new insights. For students and scholars alike, mastering the art of quoting is a vital component of effective academic communication and contributes significantly to the advancement of knowledge.

Incorporating quotations into academic writing, while beneficial, also presents several challenges that students and scholars must navigate carefully. The effective use of quotations requires a nuanced understanding of when and how to integrate them into one's work without detracting from the originality and coherence of the argument. Here are some of the key challenges associated with using quotations in academic writing:

Maintaining Originality : One of the primary challenges is ensuring that the academic work remains original and reflective of the author's voice. Overreliance on quotations can overshadow the writer's ideas, making the paper seem like a compilation of others' thoughts rather than an original argument. It's crucial to strike a balance between supporting claims with authoritative sources and contributing new insights.

Contextual Integration : Quotations must be seamlessly integrated into the text, requiring careful consideration of context. Misquoting or taking quotations out of context can distort the original meaning and mislead readers. This demands a thorough understanding of the source material and the ability to weave quotations into the narrative in a way that enhances the argument without distorting the original intent.

Citation Complexity : Proper citation of quotations is essential to avoid plagiarism and uphold academic integrity. However, mastering various citation styles (APA, MLA, Chicago, etc.) can be daunting, especially for new researchers. Each style has specific rules for citing direct quotes, which can be complex and time-consuming to learn and apply correctly.

Balancing Evidence and Analysis : Another challenge is using quotations to support an argument without undermining the writer's analysis. Quotations should not stand alone but be accompanied by interpretation and analysis that tie them back to the central argument. Finding the right balance between presenting evidence and offering analysis can be difficult but is necessary to construct a persuasive and coherent argument.

Reader Engagement : Excessive or poorly integrated quotations can disrupt the flow of the text and disengage readers. Academic writing should be accessible and engaging; thus, writers need to ensure that quotations enrich the text without making it dense or difficult to follow.

Overall, while quotations can significantly enhance academic writing by providing authoritative evidence and engaging with scholarly work, they also pose challenges related to originality, integration, citation, balance, and reader engagement. Successfully navigating these challenges requires careful planning, critical thinking, and meticulous attention to detail.

In academic writing, using quotes wisely can really level up your work. It shows you’ve done your homework and understand how to pull together ideas from different sources. Quotations can beef up your argument, giving it that extra punch because you're backing up what you’re saying with evidence from experts or studies.

Think of quotes as the cherry on top of your argument. They can make your point stronger or add a different flavor to what you're writing about. But remember, the paper you’re writing is your show. Using too many quotes can make it seem like you’re just stringing together other people's thoughts instead of showcasing your own insights.

So, use quotes smartly. They're great for proving your point or showing you know your stuff. Just make sure they don't take over. Too much of a good thing can make your paper feel choppy and can throw off the flow of your own ideas. Stick to using quotes when they really add something important or when they say something in a way that’s just too good to change.

In short, quotes can make your writing stronger and show your professor you’ve really dived into the topic. Just keep your own voice front and center, and use quotes as supporting players to help make your main points shine.

17 Common Types of Plagiarism

Write a summary: “how to” in 4 steps.

How to use Quotes in an Essay in 7 Simple Steps

A quote can be an effective and powerful literary tool in an essay, but it needs to be done well. To use quotes in an essay, you need to make sure your quotes are short, backed up with explanations, and used rarely. The best essays use a maximum of 2 quotes for every 1500 words.

Rules for using quotes in essays:

• Avoid Long Quotes.
• Quotes should be less than 1 sentence long.
• Match Quotes with Explanations and Examples.
• Use Max. 2 Quotes for 1500 words.
• Use page numbers when Citing Quotes.
• Don’t Italicize Quotes.
• Avoid quotes inside quotes.

Once you have mastered these quotation writing rules you’ll be on your way to growing your marks in your next paper.

How to use Quotes in an Essay

1. avoid long quotes.

There’s a simple rule to follow here: don’t use a quote that is longer than one line. In fact,  four word quotes  are usually best.

Long quotes in essays are red flags for teachers. It doesn’t matter if it is an amazing quote. Many, many teachers don’t like long quotes, so it’s best to avoid them.

Too many students provide quotes that take up half of a paragraph. This will lose you marks – big time.

If you follow my  perfect paragraph formula , you know that most paragraphs should be about six sentences long, which comes out to about six or seven typed lines on paper. That means that your quote will be a maximum of one-sixth (1/6) of your paragraph. This leaves plenty of space for discussion in your own words.

One reason teachers don’t like long quotes is that they suck up your word count. It can start to look like you didn’t have enough to say, so you inserted quotes to pad out your essay. Even if this is only your teacher’s perception, it’s something that you need to be aware of.

Here’s an example of over-use of quotes in paragraphs:

Avoid Quotes that are Too Long

Children who grow up in poverty often end up being poor as adults. “Many adult Americans believe that hard work and drive are important factors on economic mobility. When statistics show that roughly 42% of children born into the bottom level of the income distribution will likely stay there (Isaacs, 2007), this Is a consequence of structural and social barriers.” (Mistry et al., 2016, p. 761). Therefore poverty in childhood needs to be addressed by the government.

This student made the fatal mistake of having the quote overtake the paragraph.

Simply put, don’t use a quote that is longer than one line long. Ever. It’s just too risky.

Personally, I like to use a 4-word quote in my essays. Four-word quotes are long enough to constitute an actual quote but short enough that I have to think about how I will fit that quote around my own writing. This forces me to write quotations that both show:

• I have read the original source, but also:
• I know how to paraphrase

2. Do not use a Quote to that takes up a full Sentence, Starts a Sentence, or Ends a Paragraph

These are three common but fatal mistakes.

Essay quotes that start sentences or end paragraphs make you appear passive.

If you use a quotation in an essay to start a sentence or end a paragraph, your teacher automatically thinks that your quote is replacing analysis, rather than supporting it.

You should instead start the sentence that contains the quote with your own writing. This makes it appear that you have an  active voice .

Similarly, you should end a paragraph with your own analysis, not a quote.

Let’s look at some examples of quotes that start sentences and end paragraphs. These examples are poor examples of using quotes:

Avoid Quotes that Start Sentences The theorist Louis Malaguzzi was the founder of the Reggio Emilia Approach to Education. “Children have the ability to learn through play and exploration. Play helps children to learn about their surroundings” (Malaguzzi, 1949, p. 10). Play is better than learning through repetition of drills or reading. Play is good for all children.

Avoid Quotes that End Paragraphs Before Judith Butler gender was seen as being a binary linked to sex, men were masculine and women were feminine. Butler came up with this new idea that gender is just something society has made up over time. “Gender is a fluid concept” (Butler, 1990, p. 136).

Both these quotes are from essays that were shared with me by colleagues. My colleagues marked these students down for these quotes because of the quotes:

• took up full sentences;
• started sentences; and
• were used to end paragraphs.

It didn’t appear as if the students were analyzing the quotes. Instead, the quotes were doing the talking for the students.

There are some easy strategies to use in order to make it appear that you are actively discussing and analyzing quotes.

One is that you should make sure the essay sentences with quotes in them  don’t start with the quote . Here are some examples of how we can change the quotes:

Example 1: Start Quote Sentences with an Active Voice The theorist Louis Malaguzzi was the founder of the Reggio Emilia Approach to Education. According to Malaguzzi (1949, p. 10), “children have the ability to learn through play and exploration.” Here, Malaguzzi is highlighting how to play is linked to finding things out about the world. Play is important for children to develop. Play is better than learning through repetition of drills or reading. Play is good for all children.

Here, the sentence with the quote was amended so that the student has an active voice. They start the sentence with According to Malaguzzi, ….

Similarly, in the second example, we can also insert an active voice by ensuring that our quote sentence does not start with a quote:

Example 2: Start Quote Sentences with an Active Voice In 1990, Judith Butler revolutionized Feminist understandings of gender by arguing that “gender is a fluid concept” (p. 136). Before Butler’s 1990 book  Gender Trouble , gender was seen as being a binary linked to sex. Men were masculine and women were feminine. Butler came up with this new idea that gender is just something society has made up over time.

In this example, the quote is not at the start of a sentence or end of a paragraph – tick!

How to Start Sentences containing Quotes using an Active Voice

• According to Malaguzzi (1949, p. 10), “…”
• Malaguzzi (1949, p. 10) argues that “…”
• In 1949, Malaguzzi (p. 10) highlighted that “…”
• The argument of Malaguzzi (1949, p. 10) that “…” provides compelling insight into the issue.

3. Match Quotes with Explanations and Examples

Earlier on, I stated that one key reason to use quotes in essays is so that you can analyze them.

Quotes shouldn’t stand alone as explanations. Quotes should be there to be analyzed, not to do the analysis.

Let’s look again at the quote used in Point 1:

Example: A Quote that is Too Long Children who grow up in poverty often end up being poor as adults.  “Many adult Americans believe that hard work and drive are important factors in economic mobility. When statistics show that roughly 42% of children born into the bottom level of the income distribution will likely stay there (Isaacs, 2007), this Is a consequence of structural and social barriers.”  (Mistry et al., 2016, p. 761). Therefore poverty in childhood needs to be addressed by the government.

This student has included the facts, figures, citations and key details in the quote. Essentially, this student has been lazy. They failed to paraphrase.

Instead, this student could have selected the most striking phrase from the quote and kept it. Then, the rest should be paraphrased. The most striking phrase in this quote was “[poverty] is a consequence of structural and social barriers.” (Mistry et al., 2016, p. 761).

So, take that one key phrase, then paraphrase the rest:

Example: Paraphrasing Long Quotes Children who grow up in poverty often end up being poor as adults. In their analysis, Mistry et al. (2016) highlight that there is a misconception in American society that hard work is enough to escape poverty. Instead, they argue, there is evidence that over 40% of people born in poverty remain in poverty. For Mistry et al. (2016, p. 761), this data shows that poverty is not a matter of being lazy alone, but more importantly  “a consequence of structural and social barriers.”  This implies that poverty in childhood needs to be addressed by the government.

To recap,  quotes shouldn’t do the talking for you . Provide a brief quote in your essay, and then show you understand it with surrounding explanation and analysis.

4. Know how many Quotes to use in an Essay

There’s a simple rule for how many quotes should be in an essay.

Here’s a good rule to follow: one quote for every five paragraphs. A paragraph is usually 150 words long, so you’re looking at  one quote in every 750 words, maximum .

To extrapolate that out, you’ll want a maximum of about:

• 2 quotes for a 1500-word paper;
• 3 quotes for a 2000-word paper;
• 4 quotes for a 3000-word paper.

That’s the maximum , not a target. There’s no harm in writing a paper that has absolutely zero quotes in it, so long as it’s still clear that you’ve closely read and paraphrased your readings.

The reason you don’t want to use more quotes than this in your essay is that teachers want to see you saying things in your own words. When you over-use quotes, it is a sign to your teacher that you don’t know how to paraphrase well.

5. Always use page numbers when Citing Quotes in Essays

One biggest problem with quotes are that many students don’t know how to cite quotes in essays.

Nearly every referencing format requires you to include a page number in your citation. This includes the three most common referencing formats: Harvard, APA, and MLA. All of them require you to provide page numbers with quotes.

Citing a Quote in Chicago Style – Include Page Numbers

• Incorrect: “Gender is a fluid concept” (Butler 1990).
• Correct: “Gender is a fluid concept” (Butler 1990, 136).

Citing a Quote in APA and Harvard Styles – Include Page Numbers

• Incorrect: “Gender is a fluid concept” (Butler, 1990).
• Correct: “Gender is a fluid concept” (Butler, 1990, p. 136).

Citing a Quote in MLA Style – Include Page Numbers

• Incorrect: “Gender is a fluid concept” (Butler).
• Correct: “Gender is a fluid concept” (Butler 136).

Including a page number in your quotation makes a huge difference when a marker is trying to determine how high your grade should be.

This is especially true when you’re already up in the higher marks range. These little editing points can mean the difference between placing first in the class and third. Don’t underestimate the importance of attention to detail.

6. Don’t Italicize Quotes

For some reason, students love to use italics for quotes. This is wrong in absolutely every major referencing format, yet it happens all the time.

I don’t know where this started, but please don’t do it. It looks sloppy, and teachers notice. A nice, clean, well-formatted essay should not contain these minor but not insignificant errors. If you want to be a top student, you need to pay attention to minor details.

7. Avoid quotes inside quotes

Have you ever found a great quote and thought, “I want to quote that quote!” Quoting a quote is a tempting thing to do, but not worth your while.

I’ll often see students write something like this:

Poor Quotation Example: Quotes Inside Quotes Rousseau “favored a civil religion because it would be more tolerant of diversity than Christianity. Indeed ‘no state has ever been founded without religion as its base’ (Rousseau, 1913: 180).” (Durkheim, 1947, p. 19).

Here, there are quotes on top of quotes. The student has quoted Durkheim quoting Rousseau. This quote has become a complete mess and hard to read. The minute something’s hard to read, it loses marks.

Here are two solutions:

• Cite the original source. If you really want the Rousseau quote, just cite Rousseau. Stop messing around with quotes on top of quotes.
• Learn the ‘as cited in’ method. Frankly, that method’s too complicated to discuss here. But if you google it, you’ll be able to teach yourself.

When Should I use Quotes in Essays?

1. to highlight an important statement.

One main reason to use quotes in essays is to emphasize a famous statement by a top thinker in your field.

The statement must be  important. It can’t be just any random comment.

Here are some examples of when to use quotes in essays to emphasize the words of top thinkers:

• The words of Stephen Hawking go a long way in Physics ;
• The words of JK Rowling go a long way in Creative Writing ;
• The words of Michel Foucault go a long way in Cultural Studies ;
• The words of Jean Piaget go a long way in Education Studies .

2. To analyze an Important Statement.

Another reason to use quotes in essays is when you want to analyze a statement by a specific author. This author might not be famous, but they might have said something that requires unpacking and analyzing. You can provide a quote, then unpack it by explaining your interpretation of it in the following sentences.

Quotes usually need an explanation and example. You can unpack the quote by asking:

• What did they mean,
• Why is it relevant, and
• Why did they say this?

You want to always follow up quotes by top thinkers or specific authors with discussion and analysis.

Quotes should be accompanied by:

• Explanations of the quote;
• Analysis of the ideas presented in the quote; or
• Real-world examples that show you understand what the quote means.

Remember: A quote should be a stimulus for a discussion, not a replacement for discussion.

What Bad Quotes Look Like

Many teachers I have worked with don’t like when students use quotes in essays. In fact, some teachers absolutely hate essay quotes. The teachers I have met tend to hate these sorts of quotes:

• When you use too many quotes.
• When you use the wrong citation format.
• When you don’t provide follow-up explanations of quotes.
• When you used quotes because you don’t know how to paraphrase .

Be a minimalist when it comes to using quotes. Here are the seven approaches I recommend for using quotes in essays:

• Avoid Long Quotes in Essays
• Do not use a Quote that takes up a full Sentence, Starts a Sentence, or Ends a Paragraph
• Match Quotes with Explanations and Examples
• Use a Maximum of 2 Quotes for every 1500 words
• Always use page numbers when Citing Quotes in Essays
• Don’t Italicize Quotes
• Avoid quotes inside quotes

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 5 Top Tips for Succeeding at University
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 50 Durable Goods Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 100 Consumer Goods Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 30 Globalization Pros and Cons

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A Guide to Using Quotations in Essays

Quotations Add Credibility to a Persuasive Essay

• Love Quotes
• Great Lines from Movies and Television
• Quotations For Holidays
• Best Sellers
• Classic Literature
• Plays & Drama
• Shakespeare
• Short Stories
• Children's Books
• M.B.A, Human Resource Development and Management, Narsee Monjee Institution of Management Studies
• B.S., University of Mumbai, Commerce, Accounting, and Finance

If you want to make an impact on your reader, you can draw on the potency of quotations. The  effective use of quotations  augments the power of your arguments and makes your essays more interesting.

But there is a need for caution! Are you convinced that the quotation you have chosen is helping your essay and not hurting it? Here are some factors to consider to ensure that you are doing the right thing.

What Is This Quotation Doing in This Essay?

Let us begin at the beginning. You have a chosen a quotation for your essay. But, why that specific quotation?

A good quotation should do one or more of the following:

• Make an opening impact on the reader
• Build credibility for your essay
• Make the essay more interesting
• Close the essay with a point to ponder upon

If the quotation does not meet a few of these objectives, then it is of little value. Merely stuffing a quotation into your essay can do more harm than good.

Your Essay Is Your Mouthpiece

Should the quotation speak for the essay or should the essay speak for the quotation? Quotations should add impact to the essay and not steal the show. If your quotation has more punch than your essay, then something is seriously wrong. Your essay should be able to stand on its own legs; the quotation should merely make this stand stronger.

How Many Quotations Should You Use in Your Essay?

Using too many quotations is like having several people shouting on your behalf. This will drown out your voice. Refrain from overcrowding your essay with words of wisdom from famous people. You own the essay, so make sure that you are heard.

Don't Make It Look Like You Plagiarized

There are some rules and standards when using quotations in an essay. The most important one is that you should not give the impression of being the author of the quotation. That would amount to plagiarism . Here are a set of rules to clearly distinguish your writing from the quotation:

• You may describe the quotation in your own words before using it. In this case, you should use a colon (:) to indicate the beginning of the quotation. Then begin the quotation with a quotation mark ("). After you have completed the quotation, close it with a quotation mark ("). Here is an example: Sir Winston Churchill made a witty remark on the attitude of a pessimist: "A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."
• The sentence in which the quotation is embedded might not explicitly describe the quotation, but merely introduce it. In such a case, do away with the colon. Simply use the quotation marks . Here is an example: Sir Winston Churchill once said, "A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."
• As far as possible, you should mention the author and the source of the quotation. For instance: In Shakespeare ’s play "As You Like It," Touchstone says to Audrey in the Forest of Arden, "The fool doth think he is wise, but the wise man knows himself to be a fool." (Act V, Scene I).
• Ensure that the source of your quotation is authentic. Also, verify the author of your quotation. You can do so by looking up the quotation on authoritative websites. For formal writing, do not rely on just one website.

Blend Quotations In

An essay can seem quite jarring if the quotation does not blend in. The quotation should naturally fit into your essay. No one is interested in reading quotation-stuffed essays.

Here are some good tips on blending in your quotations:

• You can begin your essay with a quotation that sets off the basic idea of the essay. This can have a lasting impact on your reader. In the introductory paragraph of your essay, you can comment on the quotation if you like. In any case, do ensure that the relevance of the quotation is communicated well.
• Your choice of phrases and adjectives can significantly boost the impact of the quotation in your essay. Do not use monotonous phrases like: "George Washington once said...." If your essay is written for the appropriate context, consider using emphatic expressions like: "George Washington rocked the nation by saying...."

Using Long Quotations

It is usually better to have short and crisp quotations in your essay. Generally, long quotations must be used sparingly as they tend to weigh down the reader. However, there are times when your essay has more impact with a longer quotation.

If you have decided to use a long quotation, consider paraphrasing , as it usually works better. But, there is a downside to paraphrasing too. Instead of paraphrasing, if you use a direct quotation , you will avoid misrepresentation. The decision to use a long quotation is not trivial. It is your judgment call.

If you are convinced that a particular long quotation is more effective, be sure to format and punctuate it correctly.   Long quotations should be set off as block quotations . The format of block quotations should follow the guidelines that you might have been provided. If there are no specific guidelines, you can follow the usual standard—if a quotation is more than three lines long, you set it off as a block quote. Blocking implies indenting it about half an inch on the left.

Usually, a brief introduction to a long quotation is warranted. In other cases, you might need to provide a complete analysis of the quotation. In this case, it is best to begin with the quotation and follow it with the analysis, rather than the other way around.

Using Cute Quotes or Poetry

Some students choose a cute quotation first and then try to plug it into their essay. As a consequence, such quotations usually drag the reader away from the essay.

Quoting a verse from a poem, however, can add a lot of charm to your essay. I have come across writing that acquires a romantic edge merely by including a poetic quotation. If you are quoting from poetry, keep in mind that a small extract of a poem, say about two lines long, requires the use of slash marks (/) to indicate line breaks. Here is an example:

Charles Lamb has aptly described a child as "A child's a plaything for an hour;/ Its pretty tricks we try / For that or for a longer space; / Then tire, and lay it by." (1-4)

If you use a single line extract of a poem, punctuate it like any other short quotation without the slashes. Quotation marks are required at the beginning and at the end of the extract. However, if your quotation is more than three lines of poetry, I would suggest that you treat it like you would have treated a long quotation from prose. In this case, you should use the block quote format.

Does Your Reader Understand the Quotation?

Perhaps the most important question you must ask yourself when using a quotation is: "Do readers understand the quotation and its relevance to my essay ?"

If the reader is re-reading a quotation, just to understand it, then you are in trouble. So when you choose a quotation for your essay, ask yourself the following questions:

• Is this too convoluted for my reader?
• Does this match the tastes of my audience ?
• Is the grammar and vocabulary in this quotation understandable?
• How to Use Block Quotations in Writing
• Definition and Examples of Direct Quotations
• Definition and Examples of Quotation in English Grammar
• How to Use Shakespeare Quotes
• Guidelines for Using Quotation Marks Correctly
• What Is an Indentation?
• Practice in Using Quotation Marks Correctly
• How To Write an Essay
• Difference Between "Quote" and "Quotation": What Is the Right Word?
• The Five Steps of Writing an Essay
• How and When to Paraphrase Quotations
• Write an Attention-Grabbing Opening Sentence for an Essay
• Development in Composition: Building an Essay
• Compose a Narrative Essay or Personal Statement
• What an Essay Is and How to Write One

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How to Use a Quote in an Essay

Table of Contents

MLA in-text citation how-to

You can take a quote from different sources of information, such as books, magazines, websites or printed journals. Using quotes in an essay serves three goals:

• Present additional evidence to support your point of view or oppose a claim or idea;
• Help a reader better understand a topic under analysis;
• Strengthen your argumentation on a topic using another writer’s eloquence.

Since quotes are mostly used in Humanities, you’ll have to follow MLA citation referencing guidelines. The Modern Language Association citation manual implies two types of quotes – short and long.

• Short quote – Is less than 4 lines of typed text and can be embedded directly into a sentence;
• Long quote – Is more than 4 lines of typed text and requires a separate content block in an essay without quotation marks.

Writing college essays, the recommendation is to use short quotes.

Parenthetical citation

Referring to the works of other authors in-text is done using a parenthetical citation . Such a method implies the author-page style of quoting. For example:

When it comes to writing, King suggests: “Write. Rewrite. When not writing or rewriting, read. I know of no shortcuts.” (5)

Given the MLA in-text citation already contains King’s last name, you shouldn’t mention it in the parenthesis. If the author’s name isn’t mentioned in-text, it has to be specified in a parenthetical citation.

When it comes to writing, there’s a quote I like the most: “Write. Rewrite. When not writing or rewriting, read. I know of no shortcuts.” (King 5)

According to MLA guidelines, at the end of the essay, there has to be the Works Cited page . It contains the full reference featuring author’s full name, the full title of the source, the volume, the issue number, the date of publishing, and the URL (if the source was found online). Here’s an example of the full referencing in the Works Cited:

King, Larry L. “The Collection of Best Works.” Oxford University Press, vol. 2, no. 3, Jan.-Feb. 2017, http://www.prowritersdigest.com/editor-blogs/inspirational-quotes/72-of-the-best-quotes-about-writing.

How to start an essay with a quote?

Starting an essay with a quote is a matter of controversy. Experts in the pro camp suggest that a quote at the beginning of an essay helps make a powerful statement right from the start. Moreover, an interesting, captivating quote grabs the reader’s attention right from the start.

Experts from the against camp suggest that when you begin an essay with a quote, you miss on the opportunity to present your own take on the subject matter. In their opinion, when writing the introduction, you have to rely only on your words. Whereas quotes are most useful in the main body, serving as an additional argumentation. In conclusion, a quote can be placed, too.

How to use quotes in the middle of an essay?

Main Body is the place you’re meant to state a quote or two, depending on the length of a paper. A standard 5-paragraph essay will imply you to use 2-3 quotes in the main body. More quotes aren’t necessary for such a short assignment. Two quotes in the main body will do just fine.

In the main body paragraph, a quote is placed in the middle of the passage . First, you introduce a focal sentence of a paragraph highlighting your point of view regarding a topic. After that, you provide the evidence data and argumentation, among which is a relevant quote. And finally, you smoothly transit to the next body paragraph or the conclusion. Here’re three examples of how to present a quote in one of the main body paragraphs.

Accurate integration of a citation in a text is key. Or the whole passage will sound off.

People who want to become a writer don’t really need any piece of advice. “Those (…) who know that they really want to do this and are cut out for it, they know it.”

College essay quotes have to be naturally embedded in a text .

People who want to become a writer don’t really need any piece of advice: “Those (…) who know that they really want to do this and are cut out for it, they know it.”

There’s also the way to write an essay with quotes in the smoothest way possible.

People who want to become a writer don’t really need any piece of advice. They simply “know that they really want to do this and are cut out for it, they know it.”

See how organically a quote is inserted in a sentence? That’s the best-case scenario of using a quote in a sentence.

How to end an essay with a quote?

Sometimes, ending an essay with a quote is better than merely restating your thesis statement. Citations can be taken from both primary and secondary sources. Good quotes to end an essay might be of your course professor’s. According to essay writing websites , quotations taken from the words of subject authorities and thought leaders will do great, too.

A quote ending an essay helps meet 5 objectives:

• Provide a solid closure to your essay;
• Fortify your point of view;
• Give one final argument in favor of your thesis statement;
• Establish your authority on a topic;
• Helps your essay stand out.

Having a quotation at the end of an essay gives a good chance to score an “A”.

15 tips for using quotations in an essay

• Look up quotes in academic sources in the first place;
• Rely on the printed matter rather than internet sources;
• Avoid citing information from Wikipedia;
• Give context to every quotation you use;
• Always use quotation marks to avoid plagiarism-related troubles;
• Explain why the quote you’re about to use in a text is important;
• Seek to integrate quotes smoothly in a sentence for the best effect;
• Each quotation has to be attributed to the original source using parenthesis;
• Gather 10-15 quotes relevant to your topic and then sift through 5 quotes that will serve you best;
• Use the exact wording, punctuation, capitalization and sentence structure as in the original;
• Watch your punctuation when using quotes in a sentence;
• Avoid misquotations, as it’s a sign of a careless attitude towards the assignment;
• Use an ellipsis (…) to withdraw a part of a quote you don’t actually need;
• Try to use short quotes rather than long;
• Avoid quoting quotes, as it’s where students make mistakes most often.

5 motivational quotes for essay writing

Inspiration is a staple in every great writer’s routine. As a student, you might find drawing inspiration a bit too difficult. Here’re a couple of inspiring essay motivation quotes to help you break through the writer’s block. Or you can buy argumentative essay if doing the task yourself isn’t an option.

“I don’t need an alarm clock. My ideas wake me.”

“It’s none of their business that you have to learn to write. Let them think you were born that way.”

“The difference between the almost right word and the right word is … the difference between the lightning bug and the lightning.”

“Making people believe the unbelievable is no trick; it’s work . … Belief and reader absorption come in the details: An overturned tricycle in the gutter of an abandoned neighborhood can stand for everything.”

“To defend what you’ve written is a sign that you are alive.”

Many times life catches us off balance. Lots of written homework. Tight schedule. Sudden illness. Personal matters. Writer’s block. An instructor returned the essay for revisions. At the moments like these, it’s always a good idea to have someone to cover your back. GradeMiners can always write you a new essay, rewrite an existing draft, perform an ending an essay with a quote, or proofread your text for mistakes, typos, as well as correct the use of quotations. Let us know if you need anything, and we’ll help you out!

How To Start A Research Paper

How do you spell check the essay, 60 best argumentative essay topics in 2023.

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How to Work Quotes into an Essay

3-minute read

• 22nd June 2017

Quoting sources is essential in academic writing . But you can’t simply copy a passage you’ve found in a book and dump it just anywhere in your essay if you want it to make sense.

As well as citing your source and using quotation marks , you need to integrate quotes into the rest of the text. This gives it context and ensures that your writing flows smoothly.

In this blog post, we take a look at how to do this effectively.

Quoting After a Colon

One option for working quotes into an essay is adding them after a colon. This should always come at the end of a full sentence, such as in the following:

Ackerman (2016, p. 232) acknowledges that pigeons are widely considered unintelligent : ‘They’re considered by some to be as dumb as a dodo (a close relative, in fact).’

If introducing a quotation like this, be careful not to mix up colons and semicolons .

Quoting After a Comma

Quotes can also be given after a partial sentence, particularly following terms like ‘says’ or ‘according to’. In these cases, you should separate the quote from the text with a comma:

On pigeon intelligence , Ackerman (2016, p. 232) says , ‘They’re considered by some to be as dumb as a dodo’.

However, you don’t need a comma if the quote follows the word ‘that’:

On pigeon intelligence, Ackerman (2016, p. 232) says that ‘They’re considered by some to be as dumb as a dodo’.

Integrating a Quote into a Sentence

As with the ‘that’ example above, you can add quotes that follow directly from the preceding sentence without additional punctuation:

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Pigeons are ‘ considered by some to be as dumb as a dodo’ (Ackerman, 2016, p. 232).

This also applies when using short quotes in the middle of a sentence:

Although many consider pigeons ‘to be as dumb as a dodo’ (Ackerman, 2016, p. 232), laboratory tests show them to be quite intelligent in some respects.

The only extra punctuation marks required in these cases are quotation marks.

Block Quotes

Finally, for longer passages of text, you can set quotes on a new line after a colon:

Ackerman (2016, p. 232) accepts that there are reasons for this reputation :

It’s true that the forebrain of a pigeon has only half the neural density of a crow’s forebrain. It’s also true that pigeons may fail to realize that an egg or squab is theirs unless it is immediately beneath them … Pigeons are also notoriously inefficient nest builders, carrying only a single twig or coffee stirrer at a time, whereas sparrows will ferry two or three.

However, she also discusses several areas where pigeons defy their dumb reputation.

Notice that no quotation marks are used for block quotes . Instead, you should indent the quotation to show that it’s separate from the surrounding text. Make sure to check your style guide on how to use block quotes, though, as the rules can vary.

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Table of Contents

Collaboration, information literacy, writing process, quotation – when & how to use quotes in your writing.

• © 2023 by Joseph M. Moxley - University of South Florida

What is a Quotation?

A quotation refers to the precise replication of words or phrases from another source, embedded within one’s own writing or speech. To distinguish these directly borrowed elements from original content, writers use quotation marks. Additionally, they provide citations or footnotes to trace back to the original source, maintaining the integrity of the content.

Related Concepts: Copyright ; Information Has Value ; Inserting or Altering Words in a Direct Quotation ; Intellectual Property ; Omitting Words from a Direct Quotation ; Plagiarism ; Scholarship as a Conversation

Why Does Quotation Matter?

When writers incorporate quotations, they aren’t merely borrowing words. They’re strategically weaving the collective wisdom of past thinkers into their narrative, bolstering their arguments, and enhancing their credibility .

• Recognition of Scholarly Foundations: Quotations enable writers to highlight and pay respect to the foundational works, insights, and contributions of past scholars, researchers, and theorists. By doing so, they acknowledge the deep roots of knowledge and ideas that have paved the way for present-day discussions and discoveries.
• Authentic Representation in Discourse: Quotations preserve the precise wording of an author, grounding the reader directly in the original discourse. Unlike paraphrases or summaries , which reinterpret or condense an author’s message, quotations maintain the unaltered essence, subtleties, and nuances of the original statement.
• Validation: Quotations may function as compelling evidence , fortifying the claims a writer has made in their argument
• Building upon Established Knowledge: Quotations illuminate existing ideas, paving the way for writers to elaborate on, challenge, or pivot them toward new directions.
• Preservation of Nuance: Quotations capture the intricate subtleties of unique expressions and poetic language, ensuring that their inherent meaning remains unaltered.
• Positioning within a Discourse: Through quotations, writers can align or differentiate themselves within specific intellectual landscapes, debates, or traditions.
• Credibility: Meticulous citation and thoughtful quotation are hallmarks of a diligent writer, revealing their commitment to professional and ethical codes of conduct.

What Do Writers Quote in Academic and Professional Writing

In both academic and professional writing , quotation serves multiple functions:

• Authenticity and Credibility : Quoting directly from a source provides evidence that the information is based on established research or authoritative accounts . It adds weight to arguments, showcasing that they aren’t merely opinions but are backed by recognized studies or experts in the field.
• Respect for Copyright & Intellectual Property : Academic and workplace writers, trained in critical literacy skills , follow citation conventions meticulously. This diligence stems from their respect for copyright laws and the broader principles of intellectual property . Properly citing and quoting indicates an acknowledgment of the original creator’s contribution and ensures that their work is not appropriated without due credit.
• Preserving Original Meaning: Paraphrasing or summarizing can sometimes inadvertently alter the original meaning or nuance of a text. Quoting ensures that the exact words and context provided by the original author are retained.
• Engaging the Reader: Quotations can be used strategically to capture the reader’s attention. A well-chosen quote can make an article or essay more engaging, invoking curiosity or emphasizing a point.
• Paying Homage: Quoting acknowledges the original creators of content. It’s a form of respect, indicating that their words have made an impact and are deemed worthy of repetition and recognition.
• Avoiding Plagiarism : In academic and professional contexts, using someone else’s words or ideas without proper citation is considered unethical and can have serious repercussions. Quoting, accompanied by appropriate citation, ensures that credit is given where it’s due.
• Enriching Content: Quotations can introduce diverse voices and perspectives into a piece of writing. They can be used to support or counter arguments, provide alternative viewpoints, or illustrate a point more vividly.
• Encouraging Deeper Engagement: When readers encounter a quotation, especially one from a recognized authority or a profound piece of literature, it prompts them to reflect on its meaning, perhaps encouraging them to seek out the original source and engage more deeply with the topic .
• Clarifying Complex Ideas: At times, original texts may communicate complex ideas in a way that’s particularly clear or compelling. Quoting such passages can assist the writer in conveying these complexities without the risk of oversimplification.

When Should You Use Quotations in Your Writing?

There are five major reasons for using quotations:

• Evidential Support: To back up claims or arguments with concrete evidence .
• Illustrative Purposes: To give specific examples or to illuminate a point .
• Eloquence and Impact: Sometimes, the original phrasing is so poignant or well-expressed that paraphrasing might dilute its power or clarity.
• Appeal to Authority: Quoting renowned figures or experts can bolster the credibility of an argument .
• Attribution : To give credit to the original source or author and avoid plagiarism .

When Should I Quote as Opposed to Paraphrasing or Summarizing?

Quoting, paraphrasing , and summarizing are all essential techniques in writing , allowing writers to incorporate the ideas of others into their work.

In general, however, because readers do not want to read miscellaneous quotations that are thrown together one after another, you are generally better off paraphrasing and summarizing material and using direct quotations sparingly. Students—from middle school, college, through graduate school—sometimes believe loads of quotations bring a great deal of credibility , ethos , to the text . Yet, if too many quotes are provided, the text loses clarity .

Like everything else in life, balance is the key. The problem with texts that use extensive direct quotations is that they tend to take attention away from the writer’s voice , purpose , thesis . If you offer quotations every few lines, your ideas become subordinate to other people’s ideas and voices, which often contradicts your instructor’s reasons for assigning research papers—that is, to learn what you think about a subject.

Below are some general strategies you might consider when determine it’s best to quote, paraphrase, or summarize:

• Heart of the Argument: When a passage directly encapsulates the essence of the discussion, quoting ensures the original message isn’t diluted.
• Eloquence & Precision: Some texts are so beautifully articulated or precisely worded that rephrasing would diminish their impact or clarity .
• Eyewitness Accounts: Dramatic firsthand accounts of events can lose their emotional potency if not presented verbatim.
• Influential Authorities: Quoting recognized experts or influential figures can lend credibility to an argument .
• Pertinent Data: Specific statistics or data points, when exactness is crucial, should be quoted directly.
• Challenging to Rephrase: Some complex ideas or specialized terminologies can be hard to rephrase without altering the original meaning.

Paraphrasing

• Clarification: When the original text is dense or hard to understand, a paraphrase can clarify the message for the reader.
• Integration: To weave source material more seamlessly into one’s writing, a paraphrase can be more fluid than a direct quote.
• Modification: If a writer wishes to emphasize a particular aspect of the source material or adapt it for a different audience , paraphrasing allows for this flexibility.

Summarizing

• Overview: Summaries are excellent for providing readers with a snapshot of a larger work or body of research.
• Brevity: When the main gist of a longer text is relevant, but details aren’t necessary, summarizing captures the essence in fewer words.

In all cases, whether quoting, paraphrasing, or summarizing, proper attribution is vital to respect the original author’s intellectual property and to provide readers with a clear path to the primary source.

Is It Okay to Edit Quotations for Brevity and Clarity ?

Yes, editing quotations for clarity and brevity is often necessary, especially when you want to emphasize your own voice and perspective in your writing . Utilizing direct quotations from reliable sources enhances your credibility , but extensive quotations can overshadow your voice and detract from your main argument . Responsible writers prioritize both the quality and the quantity of their quotations, selecting only the most pertinent words or phrases to articulate their points effectively.

How Can I Effectively Shorten a Quote?

• Opt for integrating the part of a quotation that is most impactful, concise, and uniquely expressive.
• Extract only the key segments of the quote that align with your argument , employing ellipses where you omit sections.
• Aim for quotations that span no more than two lines.
• Adhere to the 10% rule: quotations shouldn’t exceed 10% of your paper’s total word count.
• Always respect guidelines given by instructors or publishers regarding quotation length.

Example: Trimming a Quote for Brevity

Original quote:.

“Hand-washing is especially important for children in child care settings. Young children cared for in groups outside the home are at greater risk of respiratory and gastrointestinal diseases, which can easily spread to family members and other contacts. Be sure your child care provider promotes frequent hand-washing or use of alcohol-based hand sanitizers. Ask whether the children are required to wash their hands several times a day — not just before meals.” (“Hand-washing: Do’s and Don’ts” 2)

Revised Quote with Context :

Parents should be concerned about their child’s hand-washing habits—not only under supervision at home, but when the child is being cared for by others. Experts from the Mayo Clinic staff advise that “[h]and-washing is especially important for children in child care settings. . . . Be sure your child care provider promotes frequent hand-washing” (“Hand-washing: Do’s and Don’ts” 2).

What is the Purpose of Ellipses in Quotations?

Ellipses, represented by three dots ( . . . ), indicate that a portion of the original text has been removed for brevity , relevance, or clarity.

How Should Ellipses Be Formatted Within a Quotation?

• Spacing : There should be a space before, between, and after each of the dots. Example :“Original thought . . . remains crucial.”

When Is It Appropriate to Use Ellipses in a Quotation?

• To remove non-essential information that doesn’t alter the quote’s original meaning.
• To make the quotation fit seamlessly into the writer’s sentence or argument.

Are There Any Cautions to Consider When Using Ellipses?

• Avoid altering the original intent or meaning of the quotation.
• Refrain from overusing ellipses; excessive omissions can make the quote unclear or misleading.
• Do not start or end a quotation with ellipses, unless it’s essential to convey that the quote is part of a larger context.

How Do I Use Ellipses After a Complete Sentence?

If you’re omitting content following a complete sentence, the ellipsis points should come after the sentence’s ending punctuation.

Correct : “He enjoyed the evening. . . . They discussed various topics.”

Incorrect : “He enjoyed the evening. . . They discussed various topics.”

Remember, while ellipses help in streamlining quotations, they should be used judiciously to ensure the integrity of the original text remains intact.

Can I Make Changes to Quotations? If So, How to Do I Alert My Readers to Those Changes?

• Purpose of Brackets in Quotations : Brackets [ ] are used to insert or alter words in a direct quotation for clarity, explanation, or integration.
• Example: “It [driving] imposes a heavy procedural workload on cognition…”
• Reminder: The word ‘driving’ clarifies the pronoun ‘it’.
• Example: “[D]riving imposes a heavy procedural workload [visual and motor demands] on cognition…”
• Point: Brackets offer deeper insights on the “procedural workload”.
• Example: Salvucci and Taatgen propose that “[t]he heavy cognitive workload of driving suggests…”
• Note: The change from uppercase ‘T’ to lowercase ‘t’ is indicated with brackets.
• Example: “Drivers [are] increasingly engaging in secondary tasks while driving.”
• Note: The verb changes from past to present tense, and this change is enclosed in brackets.
• Incorrect: “It (driving) imposes a heavy procedural workload…”
• Correct: “It [driving] imposes a heavy procedural workload…”
• A Key Caution : Don’t misuse brackets to alter the original text’s intent or meaning. Always represent the author’s intent accurately.
• Do use brackets to enclose inserted words for clarity or brief explanation.
• Do use brackets to indicate changes in letter case or verb tense.
• Don’t use parentheses in these scenarios.
• Never use bracketed material to twist the author’s original meaning.

Remember, the aim is to ensure clarity and respect the original author’s intent while making the quotation fit seamlessly into your writing.

For More Information on Shortening Quotations, See Also:

• Inserting or Altering Words in a Direct Quotation
• Omitting Words from a Direct Quotation (MLA)
• Omitting Words from a Direct Quotation (APA)

Mayo Clinic Staff. (2021, December 10). Hand-washing: Do’s and don’ts. Mayo Clinic .

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Essay Tips: Introducing Quotations

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• 18th September 2017

It’d be hard to write a good essay without quoting sources. But if you’re going to use someone else’s words, you need to do it properly.

This includes citing quoted text and using quote marks , as well as making sure that quotations are introduced properly. To help out, we’ve prepared this quick guide to introducing quotations in an essay.

Short Quotations

The easiest way to quote a source is to work a short passage (sometimes just a single word) into your own sentence:

The tomb was one of archaeology’s ‘most intriguing discoveries’ (Andronicus, 1978, p. 55) and has fascinated researchers ever since.

As above, the only requirements here are using quote marks and making sure the quote fits with the surrounding text.

Quoting After a Colon

If quoting a source after a full sentence, you will usually introduce it with a colon:

On the basis of Philip II’s estimated date of death, Andronicus (1978) draws a strong conclusion : ‘This, in all probability, must be his tomb’ (p. 76).

When using a colon to introduce a quotation, the text before the colon must be a full sentence. The text after the colon, however, can be just a few words if required.

Quoting After a Comma

Alternatively, you can use a comma to introduce a quote. When doing this, the quoted text should follow from the preceding sentence (usually after a word like ‘says’ or ‘argues’ ):

Andronicus (1978) says , ‘The weapons bore witness that the tomb could not have belonged to a commoner’ (p. 73).

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However, when a quote follows the word ‘that’, no comma is needed:

Andronicus (1978) says that ‘The weapons bore witness that the tomb could not have belonged to a commoner’ (p. 73).

Keep this punctuation difference in mind when quoting sources in your work.

Block Quotes

Finally, for longer quotations, you can use a block quote . These are also introduced with a colon, but they don’t have to follow from a full sentence in this case. Furthermore, quoted text should be indented and begin on a new line, as shown below:

Andronicus (1978) describes the fresco as follows:

The barely visible painting depicts three hunters with spears and five horsemen with dogs pursuing their prey, wild boars and lions. This and three other paintings discovered in the adjacent tomb are among the few extant examples of fourth-century BC Greek frescoes. (p. 72)

This emphasises how important the discovery was for understanding…

Usually, block quotes are used for passages of more than 40 words or four lines. The exact rules depend on the referencing system you’re using, though, so make sure to check your style guide.

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• How to Quote | Citing Quotes in APA, MLA & Chicago

How to Quote | Citing Quotes in APA, MLA & Chicago

Published on April 15, 2022 by Shona McCombes and Jack Caulfield. Revised on May 31, 2023.

Quoting means copying a passage of someone else’s words and crediting the source. To quote a source, you must ensure:

• The quoted text is enclosed in quotation marks or formatted as a block quote
• The original author is correctly cited
• The text is identical to the original

The exact format of a quote depends on its length and on which citation style you are using. Quoting and citing correctly is essential to avoid plagiarism which is easy to detect with a good plagiarism checker .

Table of contents

How to cite a quote in apa, mla and chicago, introducing quotes, quotes within quotes, shortening or altering a quote, block quotes, when should i use quotes, other interesting articles, frequently asked questions about quoting sources.

Every time you quote, you must cite the source correctly . This looks slightly different depending on the citation style you’re using. Three of the most common styles are APA , MLA , and Chicago .

Citing a quote in APA Style

To cite a direct quote in APA , you must include the author’s last name, the year, and a page number, all separated by commas . If the quote appears on a single page, use “p.”; if it spans a page range, use “pp.”

An APA in-text citation can be parenthetical or narrative. In a parenthetical citation , you place all the information in parentheses after the quote. In a narrative citation , you name the author in your sentence (followed by the year), and place the page number after the quote.

Punctuation marks such as periods and commas are placed after the citation, not within the quotation marks .

• Evolution is a gradual process that “can act only by very short and slow steps” (Darwin, 1859, p. 510) .
• Darwin (1859) explains that evolution “can act only by very short and slow steps” (p. 510) .

Complete guide to APA

Citing a quote in mla style.

An MLA in-text citation includes only the author’s last name and a page number. As in APA, it can be parenthetical or narrative, and a period (or other punctuation mark) appears after the citation.

• Evolution is a gradual process that “can act only by very short and slow steps” (Darwin 510) .
• Darwin explains that evolution “can act only by very short and slow steps” (510) .

Complete guide to MLA

Citing a quote in chicago style.

Chicago style uses Chicago footnotes to cite sources. A note, indicated by a superscript number placed directly after the quote, specifies the author, title, and page number—or sometimes fuller information .

Unlike with parenthetical citations, in this style, the period or other punctuation mark should appear within the quotation marks, followed by the footnote number.

Complete guide to Chicago style

Scribbr Citation Checker New

The AI-powered Citation Checker helps you avoid common mistakes such as:

• Missing commas and periods
• Incorrect usage of “et al.”
• Ampersands (&) in narrative citations
• Missing reference entries

Make sure you integrate quotes properly into your text by introducing them in your own words, showing the reader why you’re including the quote and providing any context necessary to understand it.  Don’t  present quotations as stand-alone sentences.

There are three main strategies you can use to introduce quotes in a grammatically correct way:

• Add an introductory sentence
• Use an introductory signal phrase
• Integrate the quote into your own sentence

The following examples use APA Style citations, but these strategies can be used in all styles.

Introductory sentence

Introduce the quote with a full sentence ending in a colon . Don’t use a colon if the text before the quote isn’t a full sentence.

If you name the author in your sentence, you may use present-tense verbs , such as “states,” “argues,” “explains,” “writes,” or “reports,” to describe the content of the quote.

• In Denmark, a recent poll shows that: “A membership referendum held today would be backed by 55 percent of Danish voters” (Levring, 2018, p. 3).
• In Denmark, a recent poll shows that support for the EU has grown since the Brexit vote: “A membership referendum held today would be backed by 55 percent of Danish voters” (Levring, 2018, p. 3).
• Levring (2018) reports that support for the EU has grown since the Brexit vote: “A membership referendum held today would be backed by 55 percent of Danish voters” (p. 3).

Introductory signal phrase

You can also use a signal phrase that mentions the author or source, but doesn’t form a full sentence. In this case, you follow the phrase with a comma instead of a colon.

• According to a recent poll, “A membership referendum held today would be backed by 55 percent of Danish voters” (Levring, 2018, p. 3).
• As Levring (2018) explains, “A membership referendum held today would be backed by 55 percent of Danish voters” (p. 3).

Integrated into your own sentence

To quote a phrase that doesn’t form a full sentence, you can also integrate it as part of your sentence, without any extra punctuation .

• A recent poll suggests that EU membership “would be backed by 55 percent of Danish voters” in a referendum (Levring, 2018, p. 3).
• Levring (2018) reports that EU membership “would be backed by 55 percent of Danish voters” in a referendum (p. 3).

When you quote text that itself contains another quote, this is called a nested quotation or a quote within a quote. It may occur, for example, when quoting dialogue from a novel.

To distinguish this quote from the surrounding quote, you enclose it in single (instead of double) quotation marks (even if this involves changing the punctuation from the original text). Make sure to close both sets of quotation marks at the appropriate moments.

Note that if you only quote the nested quotation itself, and not the surrounding text, you can just use double quotation marks.

• Carraway introduces his narrative by quoting his father: “ “ Whenever you feel like criticizing anyone, ” he told me, “ just remember that all the people in this world haven’t had the advantages that you’ve had ” ” (Fitzgerald 1).
• Carraway introduces his narrative by quoting his father: “‘Whenever you feel like criticizing anyone,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had ” (Fitzgerald 1).
• Carraway introduces his narrative by quoting his father: “‘Whenever you feel like criticizing anyone,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had’” (Fitzgerald 1).
• Carraway begins by quoting his father’s invocation to “remember that all the people in this world haven’t had the advantages that you’ve had” (Fitzgerald 1).

Note:  When the quoted text in the source comes from another source, it’s best to just find that original source in order to quote it directly. If you can’t find the original source, you can instead cite it indirectly .

Often, incorporating a quote smoothly into your text requires you to make some changes to the original text. It’s fine to do this, as long as you clearly mark the changes you’ve made to the quote.

Shortening a quote

If some parts of a passage are redundant or irrelevant, you can shorten the quote by removing words, phrases, or sentences and replacing them with an ellipsis (…). Put a space before and after the ellipsis.

Be careful that removing the words doesn’t change the meaning. The ellipsis indicates that some text has been removed, but the shortened quote should still accurately represent the author’s point.

Altering a quote

You can add or replace words in a quote when necessary. This might be because the original text doesn’t fit grammatically with your sentence (e.g., it’s in a different verb tense), or because extra information is needed to clarify the quote’s meaning.

Use brackets to distinguish words that you have added from words that were present in the original text.

The Latin term “ sic ” is used to indicate a (factual or grammatical) mistake in a quotation. It shows the reader that the mistake is from the quoted material, not a typo of your own.

In some cases, it can be useful to italicize part of a quotation to add emphasis, showing the reader that this is the key part to pay attention to. Use the phrase “emphasis added” to show that the italics were not part of the original text.

You usually don’t need to use brackets to indicate minor changes to punctuation or capitalization made to ensure the quote fits the style of your text.

If you quote more than a few lines from a source, you must format it as a block quote . Instead of using quotation marks, you set the quote on a new line and indent it so that it forms a separate block of text.

Block quotes are cited just like regular quotes, except that if the quote ends with a period, the citation appears after the period.

To the end of his days Bilbo could never remember how he found himself outside, without a hat, a walking-stick or any money, or anything that he usually took when he went out; leaving his second breakfast half-finished and quite unwashed-up, pushing his keys into Gandalf’s hands, and running as fast as his furry feet could carry him down the lane, past the great Mill, across The Water, and then on for a mile or more. (16)

Avoid relying too heavily on quotes in academic writing . To integrate a source , it’s often best to paraphrase , which means putting the passage in your own words. This helps you integrate information smoothly and keeps your own voice dominant.

However, there are some situations in which quoting is more appropriate.

When focusing on language

If you want to comment on how the author uses language (for example, in literary analysis ), it’s necessary to quote so that the reader can see the exact passage you are referring to.

When giving evidence

To convince the reader of your argument, interpretation or position on a topic, it’s often helpful to include quotes that support your point. Quotes from primary sources (for example, interview transcripts or historical documents) are especially credible as evidence.

When presenting an author’s position or definition

When you’re referring to secondary sources such as scholarly books and journal articles, try to put others’ ideas in your own words when possible.

But if a passage does a great job at expressing, explaining, or defining something, and it would be very difficult to paraphrase without changing the meaning or losing the weakening the idea’s impact, it’s worth quoting directly.

If you want to know more about ChatGPT, AI tools , citation , and plagiarism , make sure to check out some of our other articles with explanations and examples.

• ChatGPT vs human editor
• ChatGPT citations
• Is ChatGPT trustworthy?
• Using ChatGPT for your studies
• What is ChatGPT?
• Chicago style
• Paraphrasing
• Critical thinking

 Plagiarism

• Types of plagiarism
• Self-plagiarism
• Avoiding plagiarism
• Academic integrity
• Consequences of plagiarism
• Common knowledge

A quote is an exact copy of someone else’s words, usually enclosed in quotation marks and credited to the original author or speaker.

In academic writing , there are three main situations where quoting is the best choice:

• To analyze the author’s language (e.g., in a literary analysis essay )
• To give evidence from primary sources
• To accurately present a precise definition or argument

Don’t overuse quotes; your own voice should be dominant. If you just want to provide information from a source, it’s usually better to paraphrase or summarize .

Every time you quote a source , you must include a correctly formatted in-text citation . This looks slightly different depending on the citation style .

For example, a direct quote in APA is cited like this: “This is a quote” (Streefkerk, 2020, p. 5).

Every in-text citation should also correspond to a full reference at the end of your paper.

A block quote is a long quote formatted as a separate “block” of text. Instead of using quotation marks , you place the quote on a new line, and indent the entire quote to mark it apart from your own words.

The rules for when to apply block quote formatting depend on the citation style:

• APA block quotes are 40 words or longer.
• MLA block quotes are more than 4 lines of prose or 3 lines of poetry.
• Chicago block quotes are longer than 100 words.

If you’re quoting from a text that paraphrases or summarizes other sources and cites them in parentheses , APA and Chicago both recommend retaining the citations as part of the quote. However, MLA recommends omitting citations within a quote:

• APA: Smith states that “the literature on this topic (Jones, 2015; Sill, 2019; Paulson, 2020) shows no clear consensus” (Smith, 2019, p. 4).
• MLA: Smith states that “the literature on this topic shows no clear consensus” (Smith, 2019, p. 4).

Footnote or endnote numbers that appear within quoted text should be omitted in all styles.

If you want to cite an indirect source (one you’ve only seen quoted in another source), either locate the original source or use the phrase “as cited in” in your citation.

In scientific subjects, the information itself is more important than how it was expressed, so quoting should generally be kept to a minimum. In the arts and humanities, however, well-chosen quotes are often essential to a good paper.

In social sciences, it varies. If your research is mainly quantitative , you won’t include many quotes, but if it’s more qualitative , you may need to quote from the data you collected .

As a general guideline, quotes should take up no more than 5–10% of your paper. If in doubt, check with your instructor or supervisor how much quoting is appropriate in your field.

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If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

McCombes, S. & Caulfield, J. (2023, May 31). How to Quote | Citing Quotes in APA, MLA & Chicago. Scribbr. Retrieved April 6, 2024, from https://www.scribbr.com/working-with-sources/how-to-quote/

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Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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How to Use Quotes in Essays: A Complete Guide

Essays have become the standard way that college and university instructors gauge their students’ understanding of course topics and the ability to synthesize information to develop strong and compelling arguments. But an essay isn’t simply an unbroken flow of the student’s own words.

Instead, essays are arguments created from the student’s analysis of outside facts and information.

Some of that information will be presented in the form of quotations from sources, to show how other people have spoken about the topic and to present essential information in the original language. But not every student knows the right way to use quotes to develop an essay.

In this article, we’ll explore some of the best practices for deploying quotations safely and effectively in your essay.

Table of Contents

Tips and Tricks of Using Quotes in Essays

First, it’s important to know the difference between the three different ways to work with material from outside sources in your paper. What, exactly, is a quotation? A quotation is the direct words of your source, which you then repeat in your own paper with credit. It differs from the two other ways to use material, the paraphrase and the summary.

A paraphrase repeats the same information as your source but uses completely different words to do so. A summary is similar to a paraphrase in that it is written in your own words, but it is shorter and provides only a highlight of the essential point.

One big thing to watch out for when paraphrasing or summarizing is to avoid using too much of the original language or syntax of the original. That can be considered plagiarism, even with a citation. When you use a quotation in your essay, there are two ways to present a quotation.

The first is to place a quotation in “quotation marks.” These marks (“double” for U.S. writers, ‘single’ for U.K. writers) show which words are yours and which belong to your sources. This is the most common way to present a quotation and is appropriate for shorter quotations, typically forty words or less, though the exact length will depend on the style guide you are following.

The second way to present a quotation is as a block quote. This is for longer quotations of forty words or more. These stretches of text are presented as their own paragraphs, with each line indented a full half inch from the left margin to indicate these are not your own words.

In both cases, citations are required. That brings us to the next issue: how to cite quotations appropriately. As you might imagine, in an essay, you always need to cite your sources. Quotations are no different.

Every quotation requires an in-text citation or a footnote to document the source where you took the quotation. How you cite quotes will depend on the style guide you follow, so be sure to consult your style guide or your instructor before turning in your essay to make sure you have the right citation format.

However, the technical details of quoting are secondary to a more fundamental issue: When and how should you quote? Quotations should be used to bring in key information and opinions from sources, particularly when they are said so well there is no other way to express them.

You should avoid using quotations to report facts and information that you could summarize yourself, or which are expressed straightforwardly in a way that does not require us to hear the exact words of your source to understand or appreciate what was said.

Moderations Is A Key

The other major issue is knowing how much to quote. Generally speaking, your essay should be primarily in your own words.

Most style guides suggest that quotations should make up only around 10-15% of your overall paper, and that is a good rule of thumb to keep in mind as you write. If you use too many quotations, your paper is no longer your work, and you can risk losing credit, even if you cite all of your sources correctly.

Remember, your essay is your work and your readers will want to hear your ideas and opinions. If they wanted to read someone else’s, they’d be reading your sources. So, before using any quote ask yourself

• Do you want to use this quote just to add to the word-count? Then, it is better not to use it.
• Is this quote very widespread? If it sounds obvious, it doesn’t make your essay any better.
• Does this quote strengthen your thesis statement? Make sure that chosen quotes support the main idea of your essay.
• Did you spend less than 5 minutes to come up with this quote? If you have saved it for long just for this occasion, it is fine. But if it is the first quote in a Google search related to an essay topic, it is better to look for more elaborate options.

How to deal with essays in a hurry?

Correct usage of quotes is an important part of essay writing, but it is possible only when you have enough time for it. When you are overwhelmed with assignments, and the deadline is scarily close, you can concentrate neither on content nor on making your papers more meaningful with appropriate quotes.

Not to compromise on quality, you may choose to delegate some of your writing assignments to professional writers. Also, if you’re still not sure how to use quotes the right way in your essay, don’t leave it to chance.

A  professional essay service  like SmartWritingService can help you with your writing. A company like this one has legit academic writers who can produce fast and reliable custom essays for students just like you. When you order professional writing services online, you’ll have the help of experts who understand your subject with a depth and detail that can’t be matched.

They are thoroughly familiar with the work that needs to be done, the research sources that will best meet your needs, and the right way to deploy quotations to support the essay at every step of the writing process.  

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If A.I. Takes All Our Jobs, Will It Also Take Our Purpose?

By Peter Coy

Opinion Writer

What would life be like if artificial intelligence solved all your problems? You wouldn’t have to work anymore. You could get any luxury you wanted by raising an eyebrow. Feelings of pleasure would wash over you constantly. Death would become almost optional because you could take on digital form and keep going for a billion years.

It sounds awful to me.

We human beings dislike our problems, naturally, but if we had no problems to solve, what meaning would life have? How long would we be happy sitting on top of our big rock candy mountains? For me, one long weekend would about do it. A billion years of perfect happiness would be perfect misery.

Nick Bostrom, a philosophy professor at Oxford, wrestles with this question in a fascinating book that was published on March 27, “Deep Utopia: Life and Meaning in a Solved World.” Solved here means solved the way the game of tic-tac-toe has been solved: If you move first, there is no reason you should ever lose.

A lot has changed in A.I. in the 10 years since Bostrom’s last book on the topic, “Superintelligence: Paths, Dangers, Strategies.” A.I. is folding proteins, generating art and blowing minds. The idea that it will change the world has gone from a nerdy obsession to conventional wisdom.

What we still don’t know is how A.I. will change the world. It could enslave or kill us all. But for “Deep Utopia,” Bostrom smartly chose to imagine the opposite: That A.I. does exactly what we ask it to do.

It’s not a pretty picture. “Basically,” he writes, “we’re unfit to inhabit a perfect world.”

People could still “work” at “jobs” in “offices” even if A.I. becomes able to do everything better than people can — a scenario examined by the economist Pascual Restrepo of Boston University in one of my newsletters last month. But the jobs will really be more like harmless hobbies, Bostrom writes.

Fine, you might say, people can fulfill themselves in other ways, such as shopping or gardening or child care. Bostrom punctures that balloon as well. One reason people find satisfaction in such activities is that they pride themselves on being good at them — knowing how to find the right throw pillow or grow gardenias or dry a child’s tears.

But A.I. will be able to do all of those things better than you can, Bostrom says. “It is quite conceivable that, at technological maturity, you would in fact be slightly harming your child whenever you indulged in some D.I.Y. parenting,” he writes.

I predict that prediction will infuriate a lot of people. I’m appalled by it myself. Bostrom, though, is not aiming to please. He clearly prides himself on following trends in A.I. to their logical conclusions, even when that’s discomfiting. He’s a jokey, quirky polymath who has a doctorate in philosophy but has also studied computational neuroscience, mathematical logic, astrophysics and general relativity.

Although he says we’re not cut out for perfection, Bostrom does explore ways that life in utopia could be made bearable after all. For instance, we could ask the computers to give us absorbing challenges. He cites a science fiction novel, “Permutation City” by Greg Egan, about a man who has achieved immortality. To avoid boredom, he programs himself to be seized, at random intervals, by fresh passions. At the moment of the novel it’s making table legs, of which he has manufactured 162,329.

That feels more like hell than heaven. Another vision of the future, even more repulsing, is that we become aimless blobs, perhaps hooked up to electrodes for jolts of pleasure.

Bostrom asks us to suspend judgment, though. Maybe we’d like it. “The question before us here is a very different one: not how interesting a future is to look at , but how good it is to live in .”

Bostrom told me on Friday that he sees the book as an exploration of the A.I. future, not a conclusion about it. “It’s going to be ultimately a very deep question what we choose,” he said. There is, he said, “a hunger for people to think about these questions.”

He likened the book to a particle accelerator that smashes atoms together to study their parts, such as quarks. In “Deep Utopia,” he said, he smashed values into one another to study their composition.

Toward the end of the book, a professor named Bostrom who very much resembles the author promises to reveal the secret of life. Just as he gets to that point in the lecture, the dean tells him to wrap up because the venue has been booked only until 6.

“Well,” the Bostrom character says, “I guess that’s that.”

The Readers Write

On China’s domination of green technology exports : I’m of the opinion that the planet does not care who is making what. What matters to the planet is total emissions and use of resources. If someone can make them most efficiently on the South Pole, that’s what’s better for our planet.

Mato Egredzija Zagreb, Croatia

Treasury Secretary Janet Yellen’s trip to China comes across as typical U.S. arrogance of telling people what they should be doing. How would she feel if the Chinese finance minister visited Washington, D.C., and told her that Americans should be saving more money for retirement and children’s education?

Patrick Yuen Riverside, Conn.

Quote of the Day

“There ain’t any answer, there ain’t going to be any answer, there never has been any answer, that’s the answer.”

— Gertrude Stein, “Brewsie and Willie” (1946)

Peter Coy is a writer for the Opinion section of The Times, covering economics and business. Email him at [email protected] . @ petercoy

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The physical sensations of watching a total solar eclipse

Regina G. Barber

Science writer David Baron witnesses his first total solar eclipse in Aruba, 1998. He says seeing one is "like you've left the solar system and are looking back from some other world." Paul Myers hide caption

Science writer David Baron witnesses his first total solar eclipse in Aruba, 1998. He says seeing one is "like you've left the solar system and are looking back from some other world."

David Baron can pinpoint the first time he got addicted to chasing total solar eclipses, when the moon completely covers up the sun. It was 1998 and he was on the Caribbean island of Aruba. "It changed my life. It was the most spectacular thing I'd ever seen," he says.

Baron, author of the 2017 book American Eclipse: A Nation's Epic Race to Catch the Shadow of the Moon and Win the Glory of the World , wants others to witness its majesty too. On April 8, millions of people across North America will get that chance — a total solar eclipse will appear in the sky. Baron promises it will be a surreal, otherworldly experience. "It's like you've left the solar system and are looking back from some other world."

Baron, who is a former NPR science reporter, talks to Life Kit about what to expect when viewing a total solar eclipse, including the sensations you may feel and the strange lighting effects in the sky. This interview has been edited for length and clarity.

Baron views the beginning of a solar eclipse with friends in Western Australia in 2023. Baron says getting to see the solar corona during a total eclipse is "the most dazzling sight in the heavens." Photographs by David Baron; Bronson Arcuri, Kara Frame, CJ Riculan/NPR; Collage by Becky Harlan/NPR hide caption

Baron views the beginning of a solar eclipse with friends in Western Australia in 2023. Baron says getting to see the solar corona during a total eclipse is "the most dazzling sight in the heavens."

What does it feel like to experience a total solar eclipse — those few precious minutes when the moon completely covers up the sun?

It is beautiful and absolutely magnificent. It comes on all of a sudden. As soon as the moon blocks the last rays of the sun, you're plunged into this weird twilight in the middle of the day. You look up and the blue sky has been torn away. On any given day, the blue sky overhead acts as a screen that keeps us from seeing what's in space. And suddenly that's gone. So you can look into the middle of the solar system and see the sun and the planets together.

Can you tell me about the sounds and the emotions you're feeling?

A total solar eclipse is so much more than something you just see with your eyes. It's something you experience with your whole body. [With the drop in sunlight], birds will be going crazy. Crickets may be chirping. If you're around other people, they're going to be screaming and crying [with all their emotions from seeing the eclipse]. The air temperature drops because the sunlight suddenly turns off. And you're immersed in the moon's shadow. It doesn't feel real.

Everything you need to know about solar eclipse glasses before April 8

In your 2017 Ted Talk , you said you felt like your eyesight was failing in the moments before totality. Can you go into that a little more?

The lighting effects are very weird. Before you get to the total eclipse, you have a progressive partial eclipse as the moon slowly covers the sun. So over the course of an hour [or so], the sunlight will be very slowly dimming. It's as if you're in a room in a house and someone is very slowly turning down the dimmer switch. For most of that time your eyes are adjusting and you don't notice it. But then there's a point at which the light's getting so dim that your eyes can't adjust, and weird things happen. Your eyes are less able to see color. It's as if the landscape is losing its color. Also there's an effect where the shadows get very strange.

Crescent-shaped shadows cast by the solar eclipse before it reaches totality appear on a board at an eclipse-viewing event in Antelope, Ore., 2017. Kara Frame and CJ Riculan/NPR hide caption

You see these crescents on the ground.

There are two things that happen. One is if you look under a tree, the spaces between leaves or branches will act as pinhole projectors. So you'll see tiny little crescents everywhere. But there's another effect. As the sun goes from this big orb in the sky to something much smaller, shadows grow sharper. As you're nearing the total eclipse, if you have the sun behind you and you look at your shadow on the ground, you might see individual hairs on your head. It's just very odd.

Some people might say that seeing the partial eclipse is just as good. They don't need to go to the path of totality.

A partial solar eclipse is a very interesting experience. If you're in an area where you see a deep partial eclipse, the sun will become a crescent like the moon. You can only look at it with eye protection. Don't look at it with the naked eye . The light can get eerie. It's fun, but it is not a thousandth as good as a total eclipse.

A total eclipse is a fundamentally different experience, because it's only when the moon completely blocks the sun that you can actually take off the eclipse glasses and look with the naked eye at the sun.

And you will see a sun you've never seen before. That bright surface is gone. What you're actually looking at is the sun's outer atmosphere, the solar corona. It's the most dazzling sight in the heavens. It's this beautiful textured thing. It looks sort of like a wreath or a crown made out of tinsel or strands of silk. It shimmers in space. The shape is constantly changing. And you will only see that if you're in the path of the total eclipse.

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So looking at a partial eclipse is not the same?

It is not at all the same. Drive those few miles. Get into the path of totality.

This is really your chance to see a total eclipse. The next one isn't happening across the U.S. for another 20 years.

The next significant total solar eclipse in the United States won't be until 2045. That one will go from California to Florida and will cross my home state of Colorado. I've got it on my calendar.

The digital story was written by Malaka Gharib and edited by Sylvie Douglis and Meghan Keane. The visual editor is Beck Harlan. We'd love to hear from you. Leave us a voicemail at 202-216-9823, or email us at [email protected].

Listen to Life Kit on Apple Podcasts and Spotify , and sign up for our newsletter .

NPR will be sharing highlights here from across the NPR Network throughout the day Monday if you're unable to get out and see it in real time.

Correction April 3, 2024

In a previous audio version of this story, we made reference to an upcoming 2025 total solar eclipse. The solar eclipse in question will take place in 2045.

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