This disclosure provides a printing apparatus which enables a user to adjust easily and appropriately a direction of an image that is to be printed onto a recording object medium. When a user gives instructions for the execution of option printing, a personal computer displays on its monitor an option printing screen (100). The option printing screen (100) indicates print patterns (103a-103d) representing states in which an ''ABC'' character string which constitutes an object image for printing is rotated in each of upward, downward, rightward and leftward directions. If a user selects any one of the print patterns (103a-103d), print data is produced based on an image hat has been rotated corresponding to the pattern. A tape printing apparatus prints onto a tape an image that has been rotated based on print data created by the personal computer and, by cutting a tape that has been discharged onto a tray, produces a label.