How come the hand brake lever is unresponsive on my new bicycle?

The hand brake lever for the V-brake of the front tire doesn't work. I looked at youtube videos to see how to adjust the brakes like aligning the brake pads and adjusting cable tension and all that, and it still doesn't work.

When I hold down the brake lever, there is some movement in the cable, but it just doesn't activate the brake pads to move.
 
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