An ultrasound imaging apparatus comprising: a display configured to display an ultrasound image; and a processor configured to: set an internal orifice of an uterus, IOS, point indicating the IOS of a cervix and an external orifice of an uterus, EOS, point indicating the EOS of the cervix, from a cervix line indicating a cervical canal, on the ultrasonic image, control the display to display a first guide line and a second guide line, each having a start point at the IOS point, and a third guide line and a fourth guide line, each having a start point at the EOS point, wherein the processor is further configured to receive an external input for adjusting a position of an endpoint of the first guide line to a first point and for adjusting a position of an endpoint of the second guide line to a second point, set a region of interest, ROI, of the IOS based on the first point, the second point and the IOS point, wherein the ROI has a fan shape having the center of a circle at the IOS, wherein the processor is further configured to receive an external input for adjusting a position of an endpoint of the third guide line to a third point and for adjusting a position of an endpoint of the fourth guide line to a fourth point, set a region of interest, ROI, of the EOS based on the third point, the fourth point and the EOS point, wherein the ROI has a fan shape having the center of a circle at the EOS, calculate degrees of elasticity in the ROI of the IOS and the ROI of the EOS, and control the display to display information indicating the degrees of elasticity in the ROI of the IOS and the ROI of the EOS. a display configured to display an ultrasound image; and a processor configured to: set an internal orifice of an uterus, IOS, point indicating the IOS of a cervix and an external orifice of an uterus, EOS, point indicating the EOS of the cervix, from a cervix line indicating a cervical canal, on the ultrasonic image, control the display to display a first guide line and a second guide line, each having a start point at the IOS point, and a third guide line and a fourth guide line, each having a start point at the EOS point, wherein the processor is further configured to receive an external input for adjusting a position of an endpoint of the first guide line to a first point and for adjusting a position of an endpoint of the second guide line to a second point, set a region of interest, ROI, of the IOS based on the first point, the second point and the IOS point, wherein the ROI has a fan shape having the center of a circle at the IOS, wherein the processor is further configured to receive an external input for adjusting a position of an endpoint of the third guide line to a third point and for adjusting a position of an endpoint of the fourth guide line to a fourth point, set a region of interest, ROI, of the EOS based on the third point, the fourth point and the EOS point, wherein the ROI has a fan shape having the center of a circle at the EOS, calculate degrees of elasticity in the ROI of the IOS and the ROI of the EOS, and control the display to display information indicating the degrees of elasticity in the ROI of the IOS and the ROI of the EOS. set an internal orifice of an uterus, IOS, point indicating the IOS of a cervix and an external orifice of an uterus, EOS, point indicating the EOS of the cervix, from a cervix line indicating a cervical canal, on the ultrasonic image, control the display to display a first guide line and a second guide line, each having a start point at the IOS point, and a third guide line and a fourth guide line, each having a start point at the EOS point, wherein the processor is further configured to receive an external input for adjusting a position of an endpoint of the first guide line to a first point and for adjusting a position of an endpoint of the second guide line to a second point, set a region of interest, ROI, of the IOS based on the first point, the second point and the IOS point, wherein the ROI has a fan shape having the center of a circle at the IOS, wherein the processor is further configured to receive an external input for adjusting a position of an endpoint of the third guide line to a third point and for adjusting a position of an endpoint of the fourth guide line to a fourth point, set a region of interest, ROI, of the EOS based on the third point, the fourth point and the EOS point, wherein the ROI has a fan shape having the center of a circle at the EOS, calculate degrees of elasticity in the ROI of the IOS and the ROI of the EOS, and control the display to display information indicating the degrees of elasticity in the ROI of the IOS and the ROI of the EOS.