1. A content retrieval apparatus comprising: a content storing section that stores a content description assigned a viewpoint indicative of contents thereof; a term exchange description storing section that stores a term exchange description in which the viewpoint and a term indicating in different expression the viewpoint are associated with each other and described; and a retrieval section which, when a request query that is entered to retrieve the content description is different from the viewpoint, retrieves the term in different expression corresponding to the viewpoint using the term exchange description, creates a new content description assigned the retrieved term in different expression as a new viewpoint, and retrieves the new content description assigned the new viewpoint that is the same as the request query.