An ultrasound diagnosis apparatus for generation of image data based on harmonic wave components of ultrasound reception signals. The ultrasound diagnosis apparatus includes a transmission/reception control unit configured to set a plurality of ultrasound transmission/reception directions to an object, an ultrasound probe having a plurality of transducers, a transmission/reception unit configured to produce drive signals of a different polarity for transmission of ultrasound into the object and configured to receive reception signals from the object at the transmission/reception directions, a harmonic wave component extracting unit configured to extract harmonic wave components in the reception signals by performing summation of a plurality of reception signals that is sequentially received through the transmission/reception unit, a reception signals processing unit configured to generate first ultrasound data by performing a logarithmic conversion of a fundamental-wave component included in the reception signals, and to generate second ultrasound data by performing a logarithmic conversion of the harmonic wave components in the reception signals, a subtraction unit configured to perform a subtraction between the first ultrasound data and the second ultrasound data, and an image data generating unit configured to generate the image data based on the subtracted ultrasound data acquired along each of the transmission/reception directions.