How to avoid ' sign when passing attribute JQuery

Question

Database text values will be displayed on HTML page and once the user clicks the paragraph JQuery an alert message will pop up with database values.

But the paragraph contains " and '. When passing article-data to JQuery it will pass text up to first ' in the paragraph. How to solve this without doing any change in MySQL database?

<?php
    foreach ($data as $add) {
    echo "<div>";      
    echo "<p class='target' article-data='$add->p_content' >" . $add->p_id . $add->p_content . "</p>";
    echo "</div>"; 
}
?>

<script>
    //Display dialog box when mouse click 
    $( ".target" ).click(function() { 
       alert($(this).attr("article-data"));
    });       
</script>