PURPOSE: To sharply print on a variety of printing paper by bringing a thermal head into press-contact with a platen with a 1st press contact force when the type of a transfer ribbon used for printing is wax-based, and bringing the thermal head into the press contact with the platen with a 2nd press contact force when the type of the ribbon is resin-based.

CONSTITUTION: When an operator uses the wax-based transfer ribbon 50, he turns a head driving cam 33 in a 1st press-contact position owing to the drive of a press-contact force adjusting motor, and brings the thermal head 17 into the press contact with the platen II with the relatively weak 1st press-contact force via the wax-based transfer ribbon 50 and a printing paper 58. When operator uses the resin-based transfer ribbon 51, he turns the head driving cam 33 in a 2nd press-contact position owing to the drive of the press-contact force adjusting motor, and brings the thermal head 17 into press-contact with the platen 11 with the 2nd press contact force greater than the 1st press-contact force via the resin-based transfer ribbon 51 and the printing paper 58.