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This site uses Ethos, because if you respect Emeril Lagasse as someone who knows what they are talking about then you are likely to listen to what he is saying. The advertisers rely on the fact that people respect his opinion and will use this product because he endorses it.

I believe that this webpage uses ethos as its primary source of rhetoric. The company refers to its own character by telling you that it is the "Number one dentist recommended brand." They also tell you that three out of four dentists recommend it to their patients for cavity prevention. I chose this page because they (ACT) continually boast about their own reputation.