This paper aims to analyze the characteristics and attributes of visual elements in information coding and decoding, and explore the strategies and methods of the design of “China dream” print advertising in the context of new media. Based on the comprehensive communication mode, this paper used eye tracker to observe the audience’s fixation, saccade and movement data of the visual elements of “China dream” print advertisement graphics, colors and words, and analyzed the influence of advertising information on the audience from the aspects of information source, coding, media and decoding. Graphics in print ads contribute to the semantic generation of “China dream”; color attributes affect the audience’s emotional cognition of advertising; words play are anchoring role in the dissemination of advertising information; the audience’s visual process determines the attention to information. Finally, in the context of new media, print advertising design must be based on the media properties to strengthen the personalized push of information, the combination of dynamic and static pictures, creative content to reflect the integration of traditional culture and modern culture.