DNA TESTING ADS ARE EVOLVING

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HOUSTON-The O.J. Simpson case has brought new attention to DNA testing and one lab, Identigene, wants to reap the benefits.

The company will air a TV spot on local stations in seven markets, including New York, Los Angeles and Chicago, next month. In what is thought to be the first consumer ad for DNA testing, agency Goldsmith/Jeffrey, New York, shows a man giving birth to a baby, followed by the message: "This would be one way to know who the father is."

Another way is to the call the number on the screen, 800-DNA-TYPE, for "precise paternity testing," says the spot.

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