An ultrasonic diagnostic apparatus including a transmitter section for driving a probe so that a subject is scanned with an ultrasonic beam over a predetermined period of time; a receiver section for receiving, using the probe, an echo resulting from the ultrasonic beam being reflected by the subject, and producing a receive signal for each passage of the predetermined period of time; an image constructing section for producing a tomographic image frame composed of brightness information based on an intensity of the receive signal for each passage of the predetermined period of time, and adjusting brightness of the produced tomographic image frame with a set gain; a gain control section for producing the set gain; and a display section for displaying the tomographic image frame whose brightness has been adjusted.