An ultrasonic diagnosis apparatus comprises a processor for executing by a program: a transmission/reception control function of ultrasound a measurement-value calculating function of calculating a measurement value regarding elasticity of the biological tissue in a portion for which elasticity is to be measured in the biological tissue based on echo signals of ultrasonic detecting pulses and an evaluating function of evaluating an impact of an inhibiting factor intercepting propagation of the shear waves toward the portion for which elasticity is to be measured on image quality of an elasticity image based on data indicating brightness for a region rr in a B-mode image BI. The transmission/reception control function transmits the push pulse to such a position that degradation of image quality of the elasticity image by the inhibiting factor may be restrained based on an evaluation by the evaluating function.
