A direct quote is when you take the original text of the article and put quotes "" around it. It is good to use a quote when the author's language is noteworthy for some reason, difficult to rephrase or you want to analyze the section in detail.

When you use a direct quote, you must include your own analysis. Think of it as a 50/50 rule. If you use a direct quote that is 50 words long, you should write about 50 words of your own that include commentary about or reaction to the quotation.

Quote a single word or phrase:

Taylor (2004) writes that college students, "may not see the negative consequences associated with their actions because they have never experience the real business world (p. 310)."

Quote a longer phrase:

Parker (1998) contends, " The impact of advertising on consumer attitudes, beliefs, and behaviors toward alcohol and other products is complex and not fully understood. Much of the relevant research to date has approached the relationship from an information-processing viewpoint; that is, that advertising is seen as providing information about products, which people then incorporate in making purchasing decisions (p. 98)."

Each of these quotes also has a complete citation on the Works Cited Page.

Taylor, Susan. (2004). Music Piracy--Differences in the Ethical Perceptions of Business Majors and Business Music Majors. Journal of Education for Business. 79(5), 306-310.

Parker, Betty. (1998). Exploring Life Themes and Myths in Alcohol Advertisements through a Meaning-Based Model of Advertising Experience. Journal of Advertising. 27(1), 97-113.