"I loved your post about Apple's 'iPad is delicious' ad using non-parallel elements. That's one of my biggest pet peeves. Have you seen the latest ad? It's even worse!"
Let's look at the copy:
iPad is medical, live, musical, work, play, memories, social, magazines, historic
Egads, Karen, you're absolutely right! The list in this ad is a hodgepodge of nouns and adjectives.
Where does the iPad ad go wrong? Its list doesn't follow a parallel structure.
- When listing items or thoughts, use the same part of speech throughout. So if the first item in your list is a gerund, the rest should be gerunds. Today I'm going hiking, swimming, kayaking, and biking.
- Use parallel structure when writing headings, bullet points, and other types of categories.
- iPad is medical, live, musical, professional, playful, memorable, social, media-friendly, historic
- iPad is medicine, TV, music, work, play, memories, social media, magazines, history