GW, there are rules for these things (which unfortunately sometimes differ between AmE and BrE usage), and there is an over-riding guideline of clarity: if it gets too messy or iffy, reframe the sentence. With regard to your specific examples: The word 'and' can be used intermittently throughout the paper, but the paper may look mediocre. --This is correct, but they are not apostophes (which are used for contractions and possessives), but 'single quotation marks' (') as opposed to 'double quotation marks' (").
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