Well, maths matters to me, which is why it bothered me when I saw this advert in Madrid.
The caption echoes a Spanish refrán, though I’m not sure which is the original version. I’ve found both “Lo bueno, si breve, dos veces bueno” (attributed to Baltasar Gracián), and “Lo bueno, si barato, dos veces bueno”.
Both are valid points, but in the Burger King ad, the sums don’t add up: Chicken, if it’s 100% chicken, is not twice chicken.
Gracián’s phrase is best translated as “Less is more”, and is excellent advice for writers. A more literal translation would be, “If it’s good, and it’s short, it’s doubly good.”
The quote is often followed up with something to the effect that “lo malo, si breve, no tan malo.” – “if it’s bad, and it’s short, it’s not so bad.”
Either way, I’d better stop now.
don't confuse the narrator 