Analyzing "Sanitized" Version and "Ghost to Sell Scotch"

While analyzing these advertisements, what I noticed was that they all use pathos to connect to the audience. Encouraging you to be free and to do things if your heart is in it and if it's what you want. The first advertisement does this by saying "It may not be much light but it beats the darkness." That right there is something I think everyone can relate to. Everyone goes through hardships in their life but what you go through doesn't make you who you are, it's how you react to it. The second advertisement uses pathos also by saying "If you have to wait for it to roar out of you, then wait." That is also something that I think everyone can relate to. Nobody is just given anything, you have to work for it. What I don't understand though is how the first ad relates this to sell you Levi's jeans and the second ad uses this to sell scotch. Just because you wear Levi's or drink Scotch doesn't make you a different person. Which is why I think these advertisements use pathos to connect to you to make you think that it does.