jQuery Grid Plugin - jqGrid

I do not know if this is a problem with my Javascript or specific to JqGrid. I am tring to pass a string variable, address, to a javascript function, mapad, from the loadComplete method of the grid. The address variable contains the relevant details, but I get syntax error with the code below and also if if have

 mp = '<img src="../images/map.gif" title="Map" onclick="javascript:mapad(\\"'+address+'\\")" ></ids>';

but it works fine if I pass it just a number

            loadComplete: function(){
                var ids = jQuery("#adlist2").getDataIDs();
                for(var i=0;i<ids.length;i++){
                    var cl = ids[i];
                    var rowdata = $("#adlist2").getRowData(cl);
                    var ad1 = rowdata.ad1;
                    var ad2 = rowdata.ad2;
                    var suburb = rowdata.suburb;
                    var town = rowdata.town;
                    var state = rowdata.state;
                    var country = rowdata.country;
                    var address = ad1+','+ad2+','+suburb+','+town+','+state+','+country;
                    be = '<img src="../images/edit.png" title="Edit" onclick="javascript:editad('+cl+')" ></ids>';
                    mp = '<img src="../images/map.gif" title="Map" onclick="javascript:mapad('+address+')" ></ids>';
                    se = '<img src="../images/delete.png" title="Delete" onclick="javascript:delad('+cl+')" />';
                    jQuery("#adlist2").setRowData(ids[i],{act:be+'&nbsp;&nbsp;&nbsp;&nbsp;'+mp+'&nbsp;&nbsp;&nbsp;&nbsp;'+se})
                }
            }