Provided is a method and apparatus for reducing wireless traffic by controlling a management frame of an access point (AP) in a wireless local area network (WLAN), the AP including a beacon frame generator to generate a beacon frame, a probe response generator to generate a probe response frame, and a management frame control unit to control at least one of a period of the beacon frame and a number of retransmissions of the probe response frame, based on at least one of a power consumption of the AP, a system load imposed on a system including the AP, and an emergency level related to whether an emergency occurs.