where to use vars in ansible code example

Example: extra vars in ansible

ansible-playbook arcade.yml --extra-vars "{\"name\":\"Conan O\'Brien\"}"
ansible-playbook arcade.yml --extra-vars '{"name":"Conan O'\\\''Brien"}'
ansible-playbook script.yml --extra-vars "{\"dialog\":\"He said \\\"I just can\'t get enough of those single and double-quotes"\!"\\\"\"}"