An ultrasound diagnosis apparatus includes a transmission and reception unit, an addition unit, an image generation unit, and a control unit. The transmission and reception unit performs a set of ultrasound transmission and reception in a first mode or a plurality of sets of ultrasound transmission and reception in a second mode along the same scan line. Each set of ultrasound transmission and reception is constituted of repeated ultrasound transmission and reception sequentially performed in reversed phase polarity along the same scan line. The addition unit adds reflected wave data in the second mode. The image generation unit generates an image by using reflected wave data in the first mode or in the second mode. The control unit switches the first mode and the second mode. The transmission and reception unit performs a set or a plurality of sets of ultrasound transmission and reception according to a switching operation.
