A game apparatus includes a CPU, and in the game apparatus, letters are displayed as visual support for a sound generated by a message generating object. When a game message is displayed, a distance between the message generating object and a player object is calculated. Then, a form of the letters to be displayed on a billboard is changed depending upon the calculated distance. The form to be changed is, for example, transparency and a size of the letters. Thus, a game image in which the form of the letters is changed depending upon the distance between the player object and the message generating object is displayed.