An imaging apparatus comprising: an imaging unit configured to acquire a subject image which is an image of a subject; a sample acquisition unit configured to retrieve a sample image from a server; a guide display generation unit configured to create a guide display which includes a figure showing how to hold the imaging apparatus to acquire the subject image with approximately a same composition as the sample image; a display unit configured to display the guide display; and a photographing state determination unit configured to calculate position and posture information indicative of an inclination relative to a horizontal plane and a height of the imaging apparatus, wherein the guide display generation unit is configured to perform: calculating a position comparison result by comparing a positional relationship between the subject and the imaging unit with a positional relationship between a subject of the sample image and a camera which acquired the sample image; calculating a moving direction of the imaging unit to approximate the composition of the subject image to the composition of the sample image based on the position comparison result; and creating the guide display based on the moving direction and the position and posture information, characterized in that the figure of the guide display shows the subject and the user who holds the imaging apparatus in their positional relationship, wherein the user is shown either in a standing position while photographing down on the subject or in a squatting position while photographing the subject, the photographing state determination unit is configured to obtain a height and an inclination angle (Θ1) of the imaging apparatus and a distance from the imaging apparatus to the subject in case a user holding the imaging apparatus photographs in a standing position while looking down on the subject and obtain a height and an inclination angle (Θ2) of the imaging apparatus and a distance from the imaging apparatus to the subject in case the user holding the imaging apparatus photographs in a squatting position, wherein the figure indicates the inclination relative to the horizontal plane and the height of the imaging apparatus, and the figure indicates the distance from the imaging apparatus to the subject. an imaging unit configured to acquire a subject image which is an image of a subject; a sample acquisition unit configured to retrieve a sample image from a server; a guide display generation unit configured to create a guide display which includes a figure showing how to hold the imaging apparatus to acquire the subject image with approximately a same composition as the sample image; a display unit configured to display the guide display; and a photographing state determination unit configured to calculate position and posture information indicative of an inclination relative to a horizontal plane and a height of the imaging apparatus, wherein the guide display generation unit is configured to perform: calculating a position comparison result by comparing a positional relationship between the subject and the imaging unit with a positional relationship between a subject of the sample image and a camera which acquired the sample image; calculating a moving direction of the imaging unit to approximate the composition of the subject image to the composition of the sample image based on the position comparison result; and creating the guide display based on the moving direction and the position and posture information, calculating a position comparison result by comparing a positional relationship between the subject and the imaging unit with a positional relationship between a subject of the sample image and a camera which acquired the sample image; calculating a moving direction of the imaging unit to approximate the composition of the subject image to the composition of the sample image based on the position comparison result; and creating the guide display based on the moving direction and the position and posture information, characterized in that the figure of the guide display shows the subject and the user who holds the imaging apparatus in their positional relationship, wherein the user is shown either in a standing position while photographing down on the subject or in a squatting position while photographing the subject, the photographing state determination unit is configured to obtain a height and an inclination angle (Θ1) of the imaging apparatus and a distance from the imaging apparatus to the subject in case a user holding the imaging apparatus photographs in a standing position while looking down on the subject and obtain a height and an inclination angle (Θ2) of the imaging apparatus and a distance from the imaging apparatus to the subject in case the user holding the imaging apparatus photographs in a squatting position, wherein the figure indicates the inclination relative to the horizontal plane and the height of the imaging apparatus, and the figure indicates the distance from the imaging apparatus to the subject.