In HTML, the "curlies" ("Smart Quotes") look slightly different when you enter them, like straight quotes that have been italicized, but will print as curly.
You must control which kind of quotation marks from your keyboard. The cheat sheet below, or your computer's Help function will show how to key them, and how to recognize the difference in HTML.
As noted above thread, using HTML to post an image requires the completely straight up and down quotation marks ("Dumb Quotes").