I'd rather use italics, but sometimes that's not possible because italics tend to be read as thought.

Notating using italics might require a potentially infinite number of typefaces, while putting quotation marks within quotation marks may lead to ambiguity.

Salinger was one of the first writers in English to frequently use italics to indicate regular spoken emphasis- not just a loud voice or a scream.

It is also used to add visual stress on words in the same way English might use italics.

His secretary prepares his schedule, using italics where two appointments conflict, and boldface where three overlap.

This book uses italics for emphasis.

(Throughout the book, m-chatting is represented using italics, as opposed to verbal dialogue which uses quotation marks.)

If you'd like to HTML this, it's ready to textify (use the italics!

Because this newspaper commonly uses numbers, italics and small capitals (in which abbreviated names, such as UN, appear), special care has been taken to make these unobtrusive.

Using italics on a map also slightly decreases the size of the font as it shapely squeezes it around features.