This paper deals with the question if and how television advertising causes changes in the behaviour and attitudes of children. In summer 1979 and in summer 1980 two pilot studies were carried out with the aim of obtaining first results which would give information about the effects of television advertising on children. The studies took place at West-Berlin schools and were conducted with 10- to 12-year old children, one with approximately 30 children from the upper-middle and upper classes, the other with approximately 30 children from the lower-middle and lower classes. The research design was based on an experimental paradigm of the EBA/CBA type. The results clearly show a behavioural change with slightly stronger advertising effects on the upper-middle and upper class than on the lower-middle and lower class children. In contrast to that, no systematic attitudinal change was noticeable, a fact that gives rise to the question whether this must be attributed to the measuring method employed or whether the connection between attitude and behaviour is less developed in children than in adults.