A photographing apparatus includes a photographing lens; an image acquisition device for acquiring an image of a subject; a recording device for recording the image acquired in accordance with an instruction of actual photographing in a recording medium; a visual line guiding device for guiding a visual line of the subject to the photographing lens; and an activation control device for activating the visual line guiding device according to a photographing situation which is determined based on the image acquired by the image acquisition device.