Need help with translation

[kanglina]

Hey guys. I'm working on some translations of chinese commercials and I need help with this Mc'donalds advertisment:

一万字的自白不如一分钟的自黑  

麻麻黑，要自黑

黑得漂亮.

I can't quite figure out meanings of 自白 and 自黑. This sentence should be  about some new black/dark ice-cream product. I could use your help with this. Thank you for any advice.

[889]

Context always counts.

 

https://file.digitaling.com/eImg/uimages/20160105/1451977530881090.jpg

 

Anyway, isn't duang more interesting?

 

https://zh.wikipedia.org/wiki/Duang

http://www.bbc.com/news/blogs-trending-31689148

https://www.chinese-forums.com/search/?&q=duang

[陳德聰]

Probably the source of the trouble is that this is a nonsensical play on words.

 

自白 confession

自黑 self-deprecate

[roddy]

Isn't there a more appropriate meaning of 自白: 把自己的意图说明白；自我吹嘘

 

So you'd get something like "Better to roast yourself than boast yourself."

 

The direct link to the image doesn't work (for me at least), it's quite far down this page

[889]

"The direct link to the image doesn't work (for me at least) . . ."

 

That's odd. I just checked it on mobile and PC and it loads fine for me.

[陳德聰]

On 2017/10/8 at 1:36 AM, roddy said:

Isn't there a more appropriate meaning of 自白: 把自己的意图说明白；自我吹嘘

Except the only place where I can find that entry is 百度百科, and it is completely out of place under the same heading as 把自己的意圖說明白, whereas every other dictionary entry lists 自我陳述 or 自我表白 in its place.

 

I would believe it is a slang meaning, but to me it could only exist as a derivative of 自黑.

 

Even if that is the intended meaning of the ad, which I’m not inclined to believe, it’s still nonsensical, which is sort of the McDonald’s m.o. in their Chinese ads.