悬赏广告在日常生活中随处可见,也引发了很多争议,同时在学术领域也是一个较复杂的问题,其复杂性关键在于对悬赏广告的性质认识不一。本文通过理论界有关悬赏广告性质契约说和单独行为说两种理论的比较,认为单独行为说更具有合理之处。 Reward ads in everyday life can be seen everywhere, but also triggered a lot of controversy, but also in the academic field is a more complex issue, the complexity of the key lies in the nature of the reward offer ads. This article compares the two theories about the theory of the nature of offer-reward advertising and the separate act in the theory circles, and thinks that the individual behavior is more reasonable.