An ultrasound diagnosis apparatus generates an ultrasound image of an inside of a subject on a basis of ultrasound signals which are reflected off at the inside of the subject and received. The apparatus includes a needle position specifier and a needle emphasis processor. With respect to each region in the ultrasound image, the needle position specifier obtains a deep region feature value relating to signal intensity in a region deeper than a region subject to judgment in relation to ultrasound signal distribution along an emission direction of an ultrasound emitted in a subject, and specifies a position of a puncture-needle which is inserted in the subject. The needle emphasis processor carries out a process for emphasizing the position of the puncture-needle which is specified in the ultrasound image.