An ultrasound imaging apparatus, including: an ultrasound probe for transmitting, in response to drive signals, ultrasound waves to a subject with a puncture needle inserted therein, and outputting reception signals obtained by receiving reflected ultrasound waves from the subject an image generating unit for generating an ultrasound image based on the reception signals a selecting unit for selecting a range to emphasize an image of a portion of the puncture needle in the ultrasound image a needle location detecting unit for detecting the image of the portion of the puncture needle based on the reception signals or the ultrasound image an emphasizing unit for emphasizing the detected image of the portion of the puncture needle within the selected range and a display unit for displaying an ultrasound image in which the image of the portion of the puncture needle is emphasized.
