A recording medium retaining data for menu control, a menu control method and an apparatus are provided for creating a menu highly expressive and attractive to the viewer. When operation of a menu button is determined on a menu created with a moving picture with sound, the menu button turns into action highlighting and the color of the button changes into a highlight color. In order to emphasize action highlighting of the menu button, a specific short moving picture with a sound is automatically replayed. After the replay of the moving picture, the display jumps to a chapter of a title selected with the menu button and a replay is started.