In the present invention, a plurality of functions are allocated to respective rotary encoders (RE1 to RE5) from among numerous functions involved in ultrasonic diagnosis, and each of the rotary encoders selectively targets for operation each of the allocated plurality of functions. Names for the plurality of functions allocated to each of the rotary encoders are displayed as a bundle within respectively corresponding function menus (FM1 to FM5). Within each of the function menus, the name of the function that is currently being targeted for operation is given a special display mode. For example, the function menu (FM1) displays BbH and AIP, which are the names for two functions allocated to the rotary encoder (RE1), the lower AIP being displayed at a lower brightness than the higher BbH, to explicitly show that the current target for operation is BbH.