Combining two issues significant in contemporary broadcasting--the influence of television on children and the role of women as portrayed by the media, this study analyzed the image of female children in 294 television commercials shown from eight in the morning until noon every Saturday from November 10, 1973, until December 8, 1973. Although the child was used as the primary unit, appearing on screen for at least 3 seconds or having at least one line of dialogue, other items also qualified for coding, for example, number of males and females, the product advertised, voice-over, setting, and the primary role of the female. Using Holsti's formula for multiple coders, dual coder reliability was established at .99. Results showed television as trying to orient the female child to traditional feminine roles in society as the typical wife and mother concerned about her appearance and accepting the role of a sex object. The concept of women as being independent and successful in the business world is not shown. (JM)