A digital still camera is designed so that even a beginner can acquire photographic technique. To this end, picture-taking advice conforming to the subject of photography is displayed, in a shooting mode, on the display screen of a liquid crystal display device with which the camera is provided. By viewing the displayed picture-taking advice, the user becomes aware of the essentials of photography. The user is prevented from making picture-taking errors by shooting in accordance with the picture-taking advice.