An embodiment of this invention is directed to suppressing a circuit scale and ensuring quick response in control of a DC motor. According to the embodiment, upon driving the motor to feed roll paper, the current value supplied to drive the motor is compared with a target value for PWM-control. A value representing the comparison result is counted for a PWM-control signal of one cycle. The output tendency of the comparison result is checked based on an obtained count in every cycle of the signal, and the tendency is encoded. The code values are stored for a predetermined number of cycles of the signal. The code values stored in both the first period and the second period longer than the first period are checked in regard to the past tendency of PWM-control, and the signal is adjusted.