Extreme Value Theorem: If $f$ is a continuous function on an interval [a,b],
then $f$ attains its maximum and minimum values on [a,b].
Proof from my book: Since $f$ is continuous, then $f$ has the least upper bound, call it $M$. Assume there is no value $c \in [a,b]$ for which $f(c)=M$.
Therefore, $f(x)<M$ for all $x \in [a,b]$. Define a new function $g$ by
$g(x)=\frac{1}{M-f(x)}$
Observe $g(x)>0$ for every $x\in[a,b]$ and that $g$ is continuous and bounded on [a,b]. Therefore there exists $K>0$ such that $g(x)\le K$ for every $x\in [a,b]$. Since for each $x \in [a,b]$,
$g(x)= \frac{1}{M-f(x)} \le K$ is equivalent to $f(x)\le M-\frac{1}{K}$,
we have contradicted the fact that $M$ was assumed to be the least upper bound of $f$ on [a,b].
Hence, there must be a balue $c\in[a,b]$ such that $f(c)=M$.
Q: Where does the function $g$ come from? Is there a popular alternative proof?
This is quite a simple proof, isn't it? Why do you want a 'popular alternative proof'?
The proof can't be too simple, because the result is not true if $f$ is defined over $\mathbb Q$ instead of $\mathbb R$. For instance, define $f:\mathbb Q \to \mathbb Q$ by $f(x) = x^3 - x$. Then $f$ doesn't attain its maximum in $[-1,0]$, because $-\sqrt\frac{1}{3} \notin \mathbb Q$. Hence any proof of your theorem must use the properties of the real numbers in an essential way.
As an illuminating exercise, try to see where the proof breaks down if $f$ is only defined over the rational numbers.