Provided are a method and an ultrasound diagnosis apparatus for providing an elastic image by using a curved array probe. A method of generating an ultrasound elastic image in an ultrasound imaging apparatus including a curved array probe includes: inducing a shear wave that propagates in a second direction by transmitting a first ultrasound signal in a first direction via the curved array probe, wherein the first ultrasound signal comprises a push signal for applying to an object acquiring an echo signal by transmitting a second ultrasound signal to the object and receiving the echo signal reflected by the object in response to the second ultrasound signal via the curved array probe, wherein the second ultrasound signal is a plane wave having a straight-line waveform parallel to the second direction and generating an elastic image of the object by using the received echo signal.
