Television advertising aimed at children is explored, including its regulation, techniques, and research on its effects. Particular attention is given to sexual stereotypes in commercials, including an analysis of certain commercials. A commercial literacy unit is presented for use with fourth graders. The history of advertising targeted at children has paralleled the growth of television. Various techniques are used to get messages across to children, and appeals are presented verbally and visually. A brief review of the research highlights the many effects of television on children's behavior and attitudes. Commercials are major culprits in perpetuating sex role stereotypes, but evidence of the impact of this characteristic is not clear. An informal analysis of children's commercials on three networks makes it clear that the greatest number of spots by far feature men and boys, and almost 81 percent use male voices. The commercial literacy unit for grade four was originally designed as part of an art program, but grew to become part of a cross-curriculum project team-taught by four teachers. The unit, "Project Risky Business," introduces advertising concepts and teaches students to analyze commercials. Three figures illustrate the discussion, and one table lists types of commercials and uses of males and females. (Contains 18 references.) (SLD)