In the before picture, they usually have the client slouch, be unshaven, have messy hair, and a bored look on their face. Also, they will have them stand looking straight at the camera and put a light facing them to eliminate any shadows that might be cast on their bodies by other body parts--they look washed out.
For the after picture, they have the client exercise until they are a bit swollen, have them shower, shave, and do their hair (maybe even spray tan them). Next, they will pose with the waist turned sideways, but the shoulders facing forward to give that 'V' shape, and then cast lights downward to create shadows in all the right places.
This practice is not ethical and believing that the results are real, people who don't know the wool is being pulled over their eyes, become excited about seeing this so-called transformation and usually end up purchasing whatever B.S. product or program is being sold at the bottom of the same page. I've talked about shortcuts before and how they just don't work, or how they just aren't sustainable. This post is to show you what doing it the right way looks like.
This is my 19 year old son. His journey to transform himself is still beginning, but he has put in the time and effort, both in his exercise and nutrition to change his body the right way. Granted, he didn't have fat to lose in the process, but the same rules apply. Keep in mind, these pictures were taken at the same time of day, with the same lighting, and the exact same poses (Yes, he does have a tan from the beach). Originally, I was going to help him every step of the way in this process, but after a couple sessions in getting him started, he took it over and made it happen. This is how it's done!