Viscoelastic characteristics in a subject are imaged by a simple method. A viscoelasticity measurement reference layer whose elastic modulus and viscosity coefficient are known is included between an ultrasonic wave transmitting/receiving probe and the subject and distributions of elastic modulus and viscosity coefficient inside the subject are calculated from a change over time of strain generated in the viscoelasticity measurement reference layer and the subject according to a pressure applied to the subject which changes over time and known elastic modulus and viscosity coefficient of the viscoelasticity measurement reference layer.
