The purpose of this paper is to analyze the basic characteristics of advertising design under scenario thinking, analyze the communication mechanism of advertising information, so as to comprehensively understand advertising design under scenario thinking and provide a new thinking framework and method for advertising design practice in the new media environment. First of all, from the perspective of design and creation, combined with advertisement cases, the characteristics of advertisement design under scene thinking in terms of design form, design goal and design method are analyzed, and the basic cognition of advertisement design is established; Then, from the perspective of obtaining information from the advertising audience, and from the three aspects of scene perception, experience acquisition and appeal connection of design works, the advertising information communication mechanism is elaborated, so that the scene-based thinking in advertising design can be better understood and new advertising design paths and methods can be obtained. Therefore, scenari-based thinking is an effective thinking framework for advertising design, which can effectively eliminate the interference of information and the audience's repellent psychology to advertisement, establish an effective connection between advertising and the audience, and ultimately improve the advertising effect in the current complex media environment.