This poster presents preliminary results from children’s exposure to food and toy commercials and responses in the reward and self-control regions of their brains. The Children's Eating Behavior Laboratory conducted fMRI with 59 children (ages 7–9) to examine the influence of food marketing. Children completed a 1?hour fMRI scan to assess brain response to food vs toy commercials on neural processing of high calorie food images, making visualizing the effects of advertisement on children possible.