The central theme of this study is the question of how the morality subtly conveyed in television programs influences the moral imagination of children. To answer this question, a qualitative empirical method for analyzing moral values in television shows is developed and exemplarily tested on a cartoon series from children's programming. Following this analysis, a hermeneutic approach is taken to investigate the potential effects of such programs on children. Since the issue addressed here touches on a broad field of child development, findings from various scientific disciplines are incorporated and made applicable to media education questions.