In order to simply generate an accurate three-dimensional shape model, the generating method has the step (#1) of arranging a three-dimensional shape model in an initial state in a virtual space, the step (#2) of projecting points on the three-dimensional shape model onto photographed images and specifying pixels on the respective photographed images corresponding to the points, the step (#3) of evaluating scattering of pixel values of the respective pixels on the photographed images corresponding to the points on the three-dimensional shape model, and the step (#4) of deforming the three-dimensional shape model so that the scattering of the pixel values of the respective pixels becomes small.