%c and %s are format specifiers. They will be replaced by parameters finction is called with. %c is a character. As characters are actually integers you can easily pass 34 instead of '\"' what is actually done here.
Effectively all it's doing is something like this;
printf("%c%s%c", '[', "elephant", ']');
which gives the output:
[elephant]
Printf uses the format string to determine how to interpret the parameters. In this case %c%s and %c meaning a single character, then a string, then another character.
Decimal 34 is the ASCII code for the double quote character " .