A new technique is proposed to improve the lateral resolution in the conventional B-mode imaging systems, which enables a simple array aperture windowing in the transmitting mode. Amplitude shaping is performed without modifying the transmitting voltage of the array elements, but only varying the excitation pulse length from one element to another. This method presents some attractive practical advantages, and the reduction of the sidelobe energy is comparable to that attainable with a conventional aperture windowing. Parametric plots are given, which transform an amplitude apodization into a 'time apodization' for any type of transducer array.