Parallel Structure Streamlines Writing

Ulta's ad brochure this month contains a whole page of curling irons and crimpers ranging in price from $12.99 to $47.99. The ad for the Revlon Perfect Heat Brush Iron describes its function this way:

Curl hair under or flips it out

Even though this is not presented as a complete sentence, the two verbs (CURL..FLIPS) should match in format. The ad may be suggesting that you, the reader, can do both things. If that is the case, the phrase should read as follows:

(You can) curl hair under or flip it out.

Or, the ad may be suggesting that the device itself can do both things. In that case, the phrase should read as follows:

(This iron) curls hair under or flips it out.


In either case, BOTH verbs should match in format. Either they end in S or they don't.