Weight Watchers is promoting a more holistic approach to dieting and approaching corporations directly to find clients, writes E.J. Schultz. Weight Watchers wants to be seen as "a health care company" and "good community-based partners," said CEO David Kirchhoff. But it's not backing off tried-and-true strategy of before-and-after commercials with celebrity endorsements. In contrast, rival Slim-Fast is running an ad that contrasts the public motivation of "I want to get into my new pants" with the private motivation of "I want to get into someone else's new pants."

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