In an electronic still camera employing a CCD, an automatic exposure control and an automatic focusing control are carried out by utilizing an image signal derived from CCD to photograph a subject. A liquid crystal display unit is provided within a viewfinder. A designation is performed on a subject image to be automatically controlled for the exposure and focusing operations by utilizing a frame displayed on the liquid crystal display unit. The automatic exposure control and automatic focusing control are executed with respect to the subject positioned within the frame displayed on the liquid crystal display unit.