An ultrasonic diagnosis apparatus comprising: an ultrasonic probe which includes a plurality of ultrasonic transducers which transmit ultrasonic waves to an object, receive the ultrasonic waves reflected by the object, and output ultrasonic detection signals a reception time calculating device which calculates at least one of a reception time and a reception wave at each of elements corresponding to lattice points set in a shallower region than a region of interest in the object an image generating device which generates an image at a lattice point in the region of interest, based on a hypothetical sound velocity set in the region of interest and the calculated one of the reception time and the reception wave an image analyzing device which analyzes the generated image and a local sound velocity calculating device which calculates a local sound velocity in the region of interest, based on a result of the image analysis.
