Provided are an inkjet printing apparatus, whereby pulse drive periods and a pause period can be adjusted so as to fall within predetermined periods, while the volume of ink to be ejected is ensured, and a heat generating element driving method therefor. For the inkjet printing apparatus, a pulse signal drive period for a pulse driven previously, a pulse signal drive period for a pulse driven subsequently and a pause period are set to perform ejection of ink droplets one time. When the ejection period exceeds the threshold value, the pulse signal drive period for the pulse driven subsequently and the pause period are reduced to adjust the ejection period to be equal to or lower than a threshold value.