Provided are a method and apparatus for advertising a service in a personalized manner in a next-generation communication network. The method includes: receiving new service registration information, which indicates that a new service has been registered, from a service registration server; mapping the received new service registration information to service profiles included in pre-stored subscription information of a plurality of subscriber terminals and selecting a subscriber terminal which is related to the new service registration information; and identifying whether the selected subscriber terminal is subscribed to a new service notification event of a home subscriber server and sending advertising information of the new service, which is related to the new service registration information, to the selected subscriber terminal with reference to subscription information of the selected subscriber terminal.