This report, the second in a series of six reports on television advertising and children, presents the results from a series of experimental studies designed to test children's intentional and incidental learning from television commercials. A total of 400 elementary school students of varying socioeconomic status participated in the study, with 50 second-third graders and 50 fourth-fifth graders in each experimental condition. The children viewed stimulus tapes containing children's news, entertainment, and advertising content and then circled answers on a questionnaire read by an experimental assistant. The content of the commercials was manipulated across conditions, with subjects seeing different video or audio versions of an ad (some subjects were exposed to a particular commercial and others not exposed). The questionnaire measured several cognitive, affective, and behavioral intention variables for each of nine experimental advertising manipulations. The maniuplations were; (1) occupational sex role socialization, (2) recreational sex role socialization, (3) adolescent hygiene socialization, (4) learning about health from public service announcements, (5) learning appropriate medicine usage, (6) hero-figure endorsements, (7) sex of announcer's voice, (8) comparative message strategy, and (9) message repetition. The findings for each manipulation are presented, and the differential impact of each manipulation is considered within age and sex subgroups of children. (JMB)