In his Takimag column, our favorite doctor muses on an unusual recent gesture by Cristiano Ronaldo at a press conference during the European Championships. Not mentioned in the article is that Ronaldo was also heard to say “Drink water” as he removed the bottles of Coca-Cola that had been placed in front of him.

When Cristiano Ronaldo, for example, endorses a product, what is going on in the mind of the person who is influenced by the endorsement? I suspect that it must be something like magical thinking, of the kind that we would normally associate with primitive peoples. Cristiano Ronaldo uses this brand of soap, therefore if I use this brand of soap, it will make me like Cristiano Ronaldo. In other words, it will work its sympathetic magic on me.