A printing control apparatus comprising: a thermal head; heater elements arranged on the thermal head; a temperature measuring unit that measures temperature at a location away from the heater elements; and a pulse application unit (60,68) that controls a pattern of energization time to heat the heater elements in repeated pulse application periods based on temperature measured with temperature measuring unit, characterized in that the pulse application unit (60,68) controlling the pattern of energization time by using controlling factors: a factor that one type of the repeated pulse application periods is one pulse application period of which from-start-to-end is a series of a sub-pulse application time, a main-pulse application time and a non-heating time; a factor that other type of the repeated pulse application periods is other pulse application period (F2,F3) which follows the one pulse application period and of which from-start-to-end is a series of a main-pulse application time (M2,M3) and a non-heating time (C2,C3); a factor that, as temperature measured with the temperature measuring unit is higher, proportion of applied-for-sub-pulse energy amount to total energy amount in the one pulse application period is made larger, the total energy amount being a sum of applied-for-sub-pulse energy amount and applied-for-main-pulse energy amount in the one pulse application period; and a factor that, as temperature measured with the temperature measuring unit is higher, proportion of the applied-for-main-pulse energy amount to the total energy amount in the one pulse application period is made smaller. a thermal head; heater elements arranged on the thermal head; a temperature measuring unit that measures temperature at a location away from the heater elements; and a pulse application unit (60,68) that controls a pattern of energization time to heat the heater elements in repeated pulse application periods based on temperature measured with temperature measuring unit, characterized in that the pulse application unit (60,68) controlling the pattern of energization time by using controlling factors: a factor that one type of the repeated pulse application periods is one pulse application period of which from-start-to-end is a series of a sub-pulse application time, a main-pulse application time and a non-heating time; a factor that other type of the repeated pulse application periods is other pulse application period (F2,F3) which follows the one pulse application period and of which from-start-to-end is a series of a main-pulse application time (M2,M3) and a non-heating time (C2,C3); a factor that, as temperature measured with the temperature measuring unit is higher, proportion of applied-for-sub-pulse energy amount to total energy amount in the one pulse application period is made larger, the total energy amount being a sum of applied-for-sub-pulse energy amount and applied-for-main-pulse energy amount in the one pulse application period; and a factor that, as temperature measured with the temperature measuring unit is higher, proportion of the applied-for-main-pulse energy amount to the total energy amount in the one pulse application period is made smaller. a factor that one type of the repeated pulse application periods is one pulse application period of which from-start-to-end is a series of a sub-pulse application time, a main-pulse application time and a non-heating time; a factor that other type of the repeated pulse application periods is other pulse application period (F2,F3) which follows the one pulse application period and of which from-start-to-end is a series of a main-pulse application time (M2,M3) and a non-heating time (C2,C3); a factor that, as temperature measured with the temperature measuring unit is higher, proportion of applied-for-sub-pulse energy amount to total energy amount in the one pulse application period is made larger, the total energy amount being a sum of applied-for-sub-pulse energy amount and applied-for-main-pulse energy amount in the one pulse application period; and a factor that, as temperature measured with the temperature measuring unit is higher, proportion of the applied-for-main-pulse energy amount to the total energy amount in the one pulse application period is made smaller.