<p>In this invention, in order to generate a VSB modulation signal from a digital baseband signal, an in-phase component of a modulation signal having a frequency spectrum having a high-frequency component whose level is half that of its low-frequency component, and an orthogonal component of the modulation signal of a high-frequency component having a frequency spectrum whose level is half that of the low-frequency component are generated from the baseband signal. The in-phase component and the orthogonal component are multiplied with carrier signals to obtain a carrier in-phase component and a carrier orthogonal component. The carrier in-phase component and the carrier orthogonal component are synthesized to obtain a VSB modulation signal. <IMAGE></p>
