The present invention relates to a wireless communication system, and a method for executing a service search and an advertisement. To this end, the method by which a first wireless device performs a service search comprises the steps of: transmitting a probe request frame which includes a hash value; receiving, from a second wireless device, a probe response frame which includes first service information corresponding to the hash value; transmitting a service search request frame which includes a search word to the second wireless device; and receiving, from the second wireless device, a service search response frame which includes second service information corresponding to the search word, wherein if a preset symbol is attached to the search word, the second service information can include at least one service name having the search word as a prefix.