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Basic elements of SQL : Literals : Character string literals
 

Character string literals

Text specifies a character string literal. A character string literal must be enclosed in single quotation marks. To represent one single quotation mark within a literal, you must enter two single quotation marks. Character string literals have properties of both the CHAR and VARCHAR data types.
A character string literal can have a maximum length of 32 KB, that is, (32*1024) bytes.

Example 

'Hello'
'Jim’'s friend is Joe'