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The video opens not with a product shot or a doctor in a white coat, but with a woman sobbing into the camera as she describes being called "a whale in a skirt" by someone who claimed to love her. She weighs herself on screen, 319 pounds, and announces that she is about to test…
The opening frames are designed to look like daytime television. A man called "Science Bob" stands at a table holding two blobs of simulated fat while a host narrates the difference between belly fat and the fat on your arms and thighs. Powder is sprinkled on a gelatin blob. The…
The video opens on what appears to be a segment from The Dr. Oz Show. A man identified as "Science Bob" holds two blobs of synthetic fat while a host explains that belly fat is actually the easiest kind to lose, and then a white powder is sprinkled onto the blob, and the fat…
There is a particular moment in the Lean Drops video sales letter that reveals the entire commercial logic of the piece in a single sentence. A woman identified as Kelly Clarkson, speaking directly to camera in an emotional confessional register, describes spending $50,000…
The video opens on what appears to be a morning talk-show set. Robin Roberts, or rather, a voice performing as Robin Roberts, welcomes viewers to what she describes as "a special episode that's going to mark a new chapter in the history of weight loss in the United States."…
The video opens with a familiar television set, a jar of powder, and a slab of simulated fat dissolving on cue into a bowl of liquid, a theatrical demonstration that borrows its credibility from t…
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