Abstract:
When an input detection unit has detected that no user operation has been performed to an organic EL display apparatus for a predetermined period of time or when a processing detection unit has detected that a predetermined processing is being performed, the input detection unit or the processing detection unit outputs an instruction to a reference voltage adjusting unit to modify a reference voltage referenced by a DAC unit upon conversion to an analog output signal.

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS  
       [0001]     This application is a continuation application and claims the priority benefit of Patent Cooperation Treaty Application Number PCT/JP03/03792, filed on Mar. 27, 2003, which in turn claims the priority benefits of Japanese Patent Application Number JP2002-089125, filed on Mar. 27, 2002, and Japanese Patent Application Number JP2002-088935, filed on Mar. 27, 2002. 
     
    
     BACKGROUND OF THE INVENTION  
       [0002]     1. Field of the Invention  
         [0003]     The present invention relates to a display apparatus, and it particularly relates to a technology for reducing deterioration of an optical element comprised in the display apparatus.  
         [0004]     2. Description of the Related Art  
         [0005]     Notebook type personal computers and mobile terminals are spreading widely. Today, a liquid crystal display apparatus is mainly used for display apparatus thereof. And an organic EL (Electro Luminescence) display apparatus is expected as a new flat-type display apparatus. As for the liquid crystal display apparatus, the straitness of view angle and the lateness of response speed still remain as subjects. On the other hand, the organic EL display apparatus can achieve high luminosity and high efficiency while conquering the above-mentioned subjects.  
         [0006]     As for the organic EL display, however, a change of an optical element with the passage of time, that is, a deterioration of the optical element cannot be avoided because of a characteristic thereof. Therefore, a white balance may collapse or a variation of luminance may be arisen by continuous use, even if the white balance has been adjusted at the time of manufacturing. It is known that the organic EL display has remarkable deterioration of the optical element compared with the liquid crystal display, and it is recognized that it is a big problem for the quality of a product.  
       SUMMARY OF THE INVENTION  
       [0007]     An object of the present invention is to reduce the abovementioned deterioration of an optical element.  
         [0008]     An aspect of the present invention relates to a display apparatus. This apparatus comprises: an optical element; and a luminance changing unit which lowers a luminance to be set to the optical element when there is no input from a user for a predetermined period of time. That is, if no user operation has been performed to the display apparatus for a predetermined period of time, the luminance changing unit may judge that the user is not using the display apparatus, and may darken a display image.  
         [0009]     Here, a display apparatus means an apparatus comprising a display screen, for example, a cellular phone, PDA (Personal Digital Assistants), PC (Personal Computer), and so forth. In an organic EL display apparatus, for example, deterioration may occur by passage of time as mentioned above in an organic light emitting diode (hereinafter, simply referred to as “OLED”) which is an optical element thereof. It is thought that the cause of the deterioration is based on the current supplied. That is, when a luminance is heightened, the current supplied increases and advance of the deterioration becomes large. Therefore, advance of deterioration of the optical element is suppressed by adjusting the luminance low according to the user&#39;s use situation.  
         [0010]     Another aspect of the present invention also relates to a display apparatus. This apparatus comprises: an optical element; and a luminance changing unit which lowers a luminance to be set to the optical element during advance of a predetermined processing.  
         [0011]     For example, in a case where a cellular phone is adopted as the display apparatus, after inputting a partner&#39;s telephone number for a telephone call, a user does not see generally a display screen so much. Therefore, even if a display image is darkened, a user&#39;s operativity or visibility is influenced little in many cases. Moreover, when displaying a notification showing that a certain file is being downloaded, for example, darkening a display image causes little trouble, since visibility is not required so much.  
         [0012]     The luminance changing unit may lower a maximum luminance to be allowed to set to the optical element. A digital signal which is a video source in a liquid display apparatus or an organic EL display apparatus, is generally adjusted by a driving circuit of a display screen according to characteristic thereof before outputted to the display screen, converted to an analog signal by a digital to analog converter (DAC) finally, and outputted to the display screen. At this time, a maximum luminance to be set to the optical element originally may be lowered. That is, a process of lowering the maximum luminance to 50% of the original maximum luminance, for example, may be performed.  
         [0013]     The luminance changing unit may adjust a gain of a luminance so that a brightness of whole of a display image may become dark. That is, a digital signal inputted to a driving circuit may be lowered. A fixed value may be subtracted from the inputted digital signal, or the predetermined value may be multiplied by the digital signal to lower the digital signal. In short, the processing on which a level of the digital signal is dropped may be performed.  
         [0014]     The luminance changing unit may perform gamma correction so that a brightness of whole of a display image may become dark. Generally, the gamma correction is a processing to correct a input-luminance characteristic of a display screen so that the input-luminance characteristic may become a predetermined characteristic. It is possible to darken the display image by modifying a correction curve of this gamma correction.  
         [0015]     The luminance changing unit may adjust a luminance so that text data included in a display image can be highlighted. An area other than text data may be made darker than the text data so that a user can recognize the text data. Even if a color of the text data is black, the area other than the text data may be made darker than original brightness. The luminance changing unit may set the brightness of the area other than the text data as the brightness of a grade where the area other than the text data can be distinguished from the text data.  
         [0016]     The luminance changing unit may reduce the number of gradation levels of a display image to generate a summary image, and may lower a maximum luminance to be set to the optical element in accordance with new number of gradation levels of the summary image. The luminance changing unit may change the number of the gradation of a display image originally having 16 gradation levels into 8 gradation levels, which is half of the number of the original gradation levels, for example, and may change the maximum luminance level into half in accordance with the change of the number of the gradation levels. By carrying out like this, the display image can be made dark, maintaining the outline of the original display image.  
         [0017]     The luminance changing unit may control power of a power supply which supplies electric power to the optical element. The power supply is generally connected to a display screen to supply the electric power to the optical element comprised with the display screen. The luminance changing unit may darken the display image by variably controlling the voltage of the power supply. The luminance changing unit may control the value of the current supplied by the power supply or control both of the current and the voltage.  
         [0018]     The luminance changing unit may adjust ratio between an emitting period and a non-emitting period of the optical element. In an active matrix type display apparatus, for example, one scanning period generally includes a writing period and an emitting period. The display image can be made darker than original brightness by setting up the non-emitting period in which the optical element does not actually emit in this emitting period. Moreover, in a case where the optical element is emitted at the predetermined luminance by setting the non-emitting period and controlling it, the luminance changing unit may make the display image darker than original brightness by making the non-emitting period longer than normal display.  
         [0019]     It is to be understood that any combinations of the foregoing components, and expressions of the present invention having their methods, apparatuses, systems, recording media, computer programs, and the like converted mutually are also intended to constitute applicable aspects of the present invention.  
         [0020]     This summary of the invention does not necessarily describe all necessary features so that the invention may also be a sub-combination of these described features. 
     
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0021]     The above described objectives, other objectives, features and advantages are further made clear by the following preferred embodiments and drawings accompanied thereby.  
         [0022]      FIG. 1  is a figure showing a basic structure of an organic EL display apparatus.  
         [0023]      FIG. 2  is a figure showing a circuit of a single pixel comprised in the organic EL display apparatus.  
         [0024]      FIG. 3  is a figure showing a relationship between a voltage applied to an optical element of the organic EL display and a luminance of the optical element.  
         [0025]      FIG. 4  is a figure showing a structure of the organic EL display apparatus comprising a reference voltage adjusting unit according to a first embodiment.  
         [0026]      FIG. 5  is a figure showing a structure of the organic EL display apparatus comprising a luminance changing unit according to a second embodiment.  
         [0027]      FIG. 6  is a figure showing a structure of the organic EL display apparatus comprising a gradation changing unit according to a third embodiment.  
         [0028]      FIG. 7  is a figure showing a structure of the organic EL display apparatus comprising a power source control unit according to a fourth embodiment.  
         [0029]      FIG. 8  is a figure showing a structure of the organic EL display apparatus comprising a text extracting unit according to a second embodiment.  
         [0030]      FIG. 9  is a circuit diagram showing a basic pixel structure of an active type organic EL display.  
         [0031]      FIG. 10  is a graph showing a relation between a display signal Data (Vin) and an emitting luminance (driving current) of the organic EL element in the basic pixel structure shown in  FIG. 9 .  
         [0032]      FIG. 11  is a block diagram showing a schematic structure of a cellular phone.  
         [0033]      FIG. 12  is a figure showing a structure of a total luminance control circuit comprised in a timing control IC.  
         [0034]      FIG. 13  is a circuit diagram showing a reference voltage adjusting circuit for R.  
         [0035]      FIG. 14  is a graph showing input/output characteristic of a DAC. 
     
    
     DETAILED DESCRIPTION OF THE INVENTION  
       [0036]     The invention will now be described based on the preferred embodiments. This does not intend to limit the scope of the present invention, but exemplify the invention.  
         [0037]     Basic Technology  
         [0038]     A general basic structure of an organic EL display apparatus which is applied to the present invention is explained.  FIG. 1  is a block diagram showing a basic structure of the organic EL display apparatus. The organic EL display apparatus comprises an image source input unit  20 , an organic EL driving circuit  30 , an organic EL panel  60 , and a power supply unit  62  which supplies electric power for optical elements comprised in the organic EL panel  60 .  
         [0039]     The organic EL driving circuit  30  includes an image adjusting unit  32  which performs various processings described later to digital image signals inputted from the image source input unit  20 , an MPU (Micro Processing Unit)  34  which performs calculation when the organic EL driving unit  30  performs those processings, a DAC unit  42  which converts the image signal processed by the image adjusting unit  32  to an analog signal. The organic EL driving circuit  30  further includes a control signal generation unit which generates timing control signals and a memory which functions as a table at the time of performing actual process, which are not shown in  FIG. 1 .  
         [0040]     The image adjusting unit  32  performs an offset control for adjusting a brightness, a gain control for adjusting a contrast of the image, and processing which adjusts the input image signal to which the gamma correction is performed to the voltage-luminance (V-T) characteristic of the organic EL panel  60 .  
         [0041]     Operation of the above mentioned structure is explained briefly. First, three kinds of RGB of R, G and B digital signals R_in, G_in, and B_in (hereinafter, these three kinds of digital signals are referred to as “digital input signals” as a whole) are inputted into the image adjusting unit  32  from the image source input unit  20 . Next, the offset control and the gain control are performed to the digital input signals by the image adjusting unit  32 . Finally, adjusted digital input signals are outputted to the organic EL panel  60  as voltages of three kinds of R, G and B analog signals R_out, G_out and B_out (hereinafter, these three kinds of analog signals are referred to as “analog output signals” as a whole).  
         [0042]      FIG. 2  shows a general basic circuit of a single pixel comprised in an active-matrix type organic EL display apparatus. The single pixel comprises an OLED  100 , a selecting transistor Tr 1 , a driving transistor Tr 2  and a capacitor SC. A data line DL, a scan line SL and a power supply line Vdd are also connected to the pixel.  
         [0043]     When the scan line SL goes high and a period of writing the luminance data has come, the selecting transistor Tr 1  goes ON and the luminance data applied to the data line DL is set on the driving transistor Tr 2  and held in the capacitor SC. Next, when a light-emitting period has come, the OLED  100  emits light with a luminance corresponding to the luminance data set on the driving transistor Tr 2 .  
         [0044]      FIG. 3  shows a relation between an applied voltage which is the luminance data applied to the data line DL and emission luminance. There is a threshold voltage required to emit light for the OLED  100 . Here, this threshold voltage is called “black-side reference voltage VB”. A voltage set on the OLED  100  to emit light with a rated luminance is called “white-side reference voltage VW”. In  FIG. 3 , the luminance is 50% of the rated luminance when V 1  is applied. Accordingly, the DAC unit  42  stores a table which represents the black-side reference voltage VB and the white-side reference voltage VW, which is not shown in  FIG. 3 .  
         [0045]     In terms of hardware, this structure can be realized by a CPU, a memory and other LSIs of an arbitrary computer. In terms of software, it is realized by memory-loaded programs or the like, but drawn and described here are functional blocks that are realized in cooperation with those. Thus, it is understood by the skilled in the art that these functional blocks can be realized in a variety of forms by hardware only, software only or the combination thereof.  
         [0046]     Embodiments are explained below based on the above basic technology. In a first to fifth embodiment, if an operation of a user to the display apparatus is not performed over a predetermined period of time, and during downloading a file, a processing of darkening a display image is performed.  
       First Embodiment  
       [0047]     In a first embodiment, when the analog signal is outputted to the organic EL panel  60 , the display image is made dark by adjusting the reference voltage used as the basis at the time of converting the digital signal into the analog signal in the DAC unit  42  to lower the luminance. That is, the display image is darkened by setting the voltage to lower value than original value when converting the digital signal to the voltage which is the analog signal.  
         [0048]      FIG. 4  shows a circuit structure of an organic EL display apparatus  11  which realizes the first embodiment. The circuit structure of the organic EL display apparatus  11  is based on the structure of the organic EL display apparatus  10  shown in the basic technology. Characteristic structure in the first embodiment is explained hereinafter.  
         [0049]     The organic EL display apparatus  11  comprises an input detecting unit  64  which detects the fact that there is no operation from a user to the display apparatus for a predetermined term, and a processing detecting unit  66  which detects a processing which is performed in the display apparatus. The organic EL driving unit  30  comprises a reference voltage adjusting unit  72  and lowers the maximum luminance allowed to set in the optical element by method mentioned below. The input detecting unit  64  and the processing detecting unit  66  are comprised in the display apparatus according to a second to a fifth embodiment commonly.  
         [0050]     At first, when the input detecting unit  64  detects the fact that there is no operation from the user to the organic EL display apparatus  11  for a predetermined term or the processing detecting unit  66  detects the advance of the predetermined processing, the DAC unit  42  instructs the reference voltage adjusting unit  72  to change the reference voltage. That is, the width of the signal outputted to the organic EL panel  60  is changed by controlling the white-side reference voltage corresponding to the maximum luminance. For example, the maximum luminance of the optical element is normally 100% of the rating value, but the maximum luminance is changed to 50% of the rating value for example. That is, the rating voltage corresponding to the maximum luminance is changed from V W  to V 1 , in the relation between applied voltage and the luminance shown in  FIG. 3 .  
       Second Embodiment  
       [0051]     In a second embodiment, the image to be displayed is made darker than original brightness by performing a gain control or a gamma control to a digital signal inputted in the organic EL driving circuit  30 .  
         [0052]      FIG. 5  shows a circuit structure of the organic EL display apparatus  12  of the present embodiment. This circuit structure is also based on the circuit structure shown in the basic technology. The organic EL driving circuit  30  comprises a luminance changing unit  74  which is characteristic in the second embodiment. The luminance changing unit  74  includes a gain control unit  76  for adjusting a gain of the signal and a gamma correction unit  78  which performs the gamma correction. These gain control and the gamma correction are performed in collaboration with the MPU  34 . Here, the image adjusting unit  32  performs the gain control and the gamma correction to make the display image proper. On the other hand, the gain control performed by the luminance changing unit  74  and the gamma correction performed by the gamma correction unit  78  is performed to make the display image darker than original.  
       Third Embodiment  
       [0053]     In a third embodiment, a processing to lower a tone of a display image is performed to a digital signal inputted to an organic EL driving circuit  30  to make the display image darker than original brightness.  
         [0054]      FIG. 6  shows an organic EL display apparatus  13  according to the third embodiment, which is also based on the circuit structure shown in the basic technology. The organic EL driving circuit  30  comprises a tone changing unit  80  which is characteristic in the third embodiment.  
         [0055]     The tone changing unit  80  reduces the number of gradations of a display image to generate a summary image. The tone changing unit  80  changes the number of the gradation of the display image originally having 16 gradation levels into 8 gradation levels, which is half of the number of the original gradation levels, for example, and changes the maximum luminance level into half in accordance with the change of the number of the gradation levels. By carrying out like this, the display image can be made dark, and the advance of the degradation of the optical element can be suppressed. The processing of the tone changing unit  80  is also performed in collaboration with the MPU  34 .  
       Fourth Embodiment  
       [0056]     In a fourth embodiment, the display image is made darker than original brightness by controlling a voltage of a power supply unit  62  which supplies electric power to the organic EL panel  60 . One of the method of controlling the voltage is lowering the voltage level supplied to the organic EL panel  60 , for example, from 10V as original to 5V. Another method is setting up the non-emitting period to the optical element. That is, the period where the voltage supplied from the power supply unit  62  to the optical element is made zero or the voltage by which the optical element does not emit is set up in the period where the optical element emits originally. These two methods may be combined.  
         [0057]      FIG. 7  shows a circuit structure of the organic EL display apparatus  14  according to the fourth embodiment. This is also based on the structure of the organic EL display apparatus shown in the basic technology. The organic EL driving circuit  30  comprises a power supply control unit  82 , which is characteristic in the fourth embodiment, and controls the voltage of the power supply unit  62  in collaboration with the MPU  34 .  
       Fifth Embodiment  
       [0058]     In a fifth embodiment, text data contained in a image to be displayed is highlighted, and the other display area is relatively made dark. In this case, text data may be extracted by arbitrary method.  
         [0059]      FIG. 8  shows a circuit structure of an organic EL display apparatus  15  according to the fifth embodiment. This is also based on the structure of the organic EL display apparatus  10  shown in the basic technology. The organic EL display apparatus  15  comprises a text extracting unit  84 , which is characteristic in the fifth embodiment. The text extracting unit  84  extracts the text data included in the display apparatus as mentioned above, and the text data is displayed in the predetermined luminance, and the luminance of the other area is set as the luminance darker than the text data. This processing is also performed in collaboration with the MPU  34 .  
         [0060]     As mentioned above, according to the first to fifth embodiment, current supplied to the OLED which is the optical element comprised in the organic EL panel  60  can be reduced without any trouble for a user, and thereby, the advance of the deterioration of the OLED can be reduced.  
       Sixth Embodiment  
       [0061]     [Field of the Sixth Embodiment] 
         [0062]     The technical field of the sixth embodiment relates to a mobile terminal comprising an organic EL display and a luminance control method in the mobile terminal comprising the organic EL display.  
         [0063]     [Related Art of the Sixth Embodiment] 
         [0064]     There are a passive type which has simple matrix structure and an active type which uses TFT in an organic EL display.  
         [0065]      FIG. 9  shows a basic pixel structure of the active type organic EL display. A circuit of the single pixel of the active type organic EL display is comprised with a switching TFT  301 , a condenser  302 , a driving TFT  303  and an organic EL element  304 .  
         [0066]     A drain electrode of the switching TFT  301  is applied with a display signal Data (Vin) via a display signal line  311 . A select signal SCAN is applied for a base electrode of the driving TFT  301  via a select signal line  312 . A source electrode of the switching TFT  301  is connected to the base electrode of the driving TFT  303  and is grounded via the condenser  302 .  
         [0067]     A drain electrode of the driving TFT  303  is applied with a driving power voltage Vdd. A source electrode of the driving TFT  303  is connected to an anode of the organic EL element  304 . A cathode of the organic EL element  304  is grounded.  
         [0068]     On and off of the switching TFT  301  is controlled by the select signal SCAN. The condenser  302  is charged by the display signal Data (Vin) supplied via the switching TFT  301  when the switching TFT  301  is on, and holds the charged voltage when the switching TFT  301  is off. The driving TFT  303  supplies current according to the voltage which the condenser  302  holds and applied to the base electrode thereof to the organic EL element  304 .  
         [0069]      FIG. 10  shows a relation between a display signal DATA (Vin) and emitting luminance (driving current) of the organic EL element  304  in the basic pixel structure shown in  FIG. 9 .  
         [0070]     In  FIG. 10 , “RefW” shows a white-side reference voltage for defining the emitting luminance corresponding to a white level of the input signal, and “RefB” shows a black-side reference voltage for defining the emitting luminance corresponding to a black level of the input signal, respectively.  
         [0071]     By the way, in the active type organic EL displays as mentioned above, big current flows through the organic EL element  304  when displaying the bright image as a whole screen (image with high luminosity). If the big current flows through the organic EL element  304 , power consumption will increase. Moreover, if the big current continuously flows through the organic EL element  304 , the so-called phosphor burn-in phenomenon will occur, or degradation of the performance thereof will be accelerated.  
         [0072]     [Summary of the Sixth Embodiment] 
         [0073]     The object of the sixth embodiment is to provide a mobile terminal comprising an organic EL display and a luminance control method in the mobile terminal, which can prevent a generation of a phosphor burn-in and can reduce a degradation of performance of the organic EL element.  
         [0074]     An aspect of the present embodiment is a mobile terminal comprising: an organic EL display; a distinction means which distinguishes a type of a content displayed on said organic EL display; a control means which controls display luminance of an image to be displayed on said organic EL display in accordance with the type of the content distinguished by said distinction means.  
         [0075]     In the mobile terminal, the control means may include: a DA converter which converts a digital image signal corresponding to the content to be displayed on said organic EL display to an analog image signal, based on an input/output characteristic defined by a given reference voltage, and supplies the analog image signal to said organic EL display; and a reference voltage adjusting circuit which controls the reference voltage to be supplied to said DA converter based on the type of the content distinguished by said distinction means.  
         [0076]     In the mobile terminal, there may be a black-side reference voltage for defining an emitting luminance corresponding to a black level of an input signal and a white-side reference voltage for defining an emitting luminance corresponding to a white level of the input signal as reference voltages supplied to said DA converter, and the reference voltage adjusting circuit may control the white-side reference voltage based on the kind of the content distinguished by the distinction means.  
         [0077]     Another aspect of the present embodiment is a luminance control method in a mobile terminal comprising an organic EL display, the method including: a first step of distinguishing a type of a content to be displayed on the organic EL display; and a second step of controlling a display luminance of an image to be displayed on the organic EL display in accordance with the type of the content distinguished by the first step.  
         [0078]     In the luminance control method in the mobile terminal, the mobile terminal may comprise a DA converter which converts a digital image signal corresponding to the content to be displayed on the organic EL display to an analog image signal, based on an input/output characteristic defined by a given reference voltage, and supplies the analog image signal to the organic EL display; and the second step may control an amplitude of an image input signal by controlling a reference voltage supplied to the DA converter based on the type of the content distinguished by said first step.  
         [0079]     In the luminance control method in the mobile terminal, there may be a black-side reference voltage for defining an emitting luminance corresponding to a black level of an input signal and a white-side reference voltage for defining an emitting luminance corresponding to a white level of the input signal as reference voltages supplied to the DA converter, and the second step may control the white-side reference voltage based on the kind of the content distinguished by the distinction means.  
         [0080]     Optional combinations of the aforementioned constituting elements, and implementations of the invention in the form of methods, apparatuses and systems may also be practiced as additional aspects of the present invention.  
         [0081]     [Example of the Sixth Embodiment] 
         [0082]     Hereinafter, an example where the present invention is adopted to a cellular phone will be explained with reference to FIGS.  11  to  14 .  
         [0083]     [1] Explanation of the Structure of the Cellular Phone  
         [0084]      FIG. 11  shows a schematic structure of the cellular phone.  
         [0085]     An MPU  109  controls a cellular phone as a whole. An antenna  101  transmits and receives an electric wave. A transmitter-receiver unit  102  receives the electric wave and transmits the received content to the MPU  109 . The transmitter-receiver unit  102  transmits a transmission signal outputted from the MPU  109  with the electric wave.  
         [0086]     A microphone  103  communicates an audio signal to the MPU  109 . A speaker  104  outputs an audio signal outputted from the MPU  109  as a sound. A camera  105  is attached in the front of a main body of the cellular phone in which the organic EL display  114  is formed, and transmits shot image to the MPU  109 . At a shooting mode, an image shot by the camera  105  is displayed on the organic EL display  114  instead of a display image at a normal mode.  
         [0087]     An operating unit  108  is comprised in the main body of the cellular phone, includes various buttons and various switches. In a flash memory  110 , data which should be saved when a power turns off are stored.  
         [0088]     In a graphics memory  112 , image data to be displayed on the display is stored. Image data is written at the predetermined address in the graphics memory  112  based on the image data and a write control signal outputted from the MPU  109 . Pixel data of the pixel corresponding with a display cycle of the organic EL display  114  is outputted from the graphics memory  112  according to a scan timing.  
         [0089]     A timing control IC  113  supplies the image data and a driving signal to the organic EL display  114 , and displays an image on the organic EL display  114 .  
         [0090]     In this embodiment, the MPU  109  has a function for controlling a luminance of a whole screen in accordance with a kind of a content displayed on the organic EL display  114 .  
         [0091]     The kind of the content displayed on the organic EL display  14  may be: (1) an animation (a screen displayed at a camera mode or the like), (2) a mail screen (a screen displayed at a mail mode), (3) a game screen (a screen displayed at a game mode), (4) a calling screen (a screen displayed at a calling mode (during speaking)), (5) an idle screen (a screen displayed at an idle mode).  
         [0092]     A gain for controlling the luminance of the whole screen for every kinds of contents is set to the MPU  109  beforehand. The MPU  109  distinguishes the kind of the content displayed on the organic EL display  114  based on the present operating mode, and outputs the gain corresponding thereto to a total luminance control circuit in the timing control IC  113 . The total luminance control circuit is described later. The smaller the gain is, the lower the total luminance becomes, as described later.  
         [0093]     The relation between the total luminance (Gain) and each content is set as following: 
        (1) an animation: normal luminance (large gain, gain=1)     (2) a mail screen: The total luminance is lowered because the visibility is maintained even if the luminance is lowered because of high contrast. (middle gain)     (3) a game screen: The total luminance is lowered in the range of maintaining the visibility because a possibility of being continuously displayed over a long time is high, and a possibility of generating the phosphor burn-in phenomenon is high. (middle gain)     (4) a calling screen: The total luminance is lowered because only information which is not much important such as a call time is displayed. (small gain)     (5) an idle screen: The total luminance is lowered because a possibility of being continuously displayed over a long time is high, and a possibility of generating the phosphor burn-in phenomenon is high. (small gain)        
 
         [0099]     [2] Explanation of the Total Luminance Control Circuit in the Timing Control IC  113   
         [0100]      FIG. 12  shows a structure of the total luminance control circuit  200  comprised in the timing control IC  113 .  
         [0101]     The total luminance control circuit  200  comprises a reference voltage control circuit  1  and a DAC  2 .  
         [0102]     The digital image input signals R_in, G_in, and B_in are transmitted to the DAC  2  and converted to the analog image output signals R_out, G_out, and B_out. Then, the analog image output signals are supplied to the organic EL display  114 .  
         [0103]     The reference voltage control circuit  1  controls a reference voltage supplied to the DAC  2 . There are a black-side reference voltages R_RefB, G_RefB, and B_RefB (these are referred to as the “RefB” as a whole) for each R, G, and B, and a white-side reference voltages R_RefW, G_RefW, and B_RefW (these are referred to as the “RefW” as a whole) for each R, G, and B.  
         [0104]     The black-side reference voltage RefB is a basic voltage to define an emitting luminance corresponding to a black level of an input signal. The black-side reference voltage is fixed in this embodiment. The white-side reference voltage RefW is a basic voltage to define an emitting luminance corresponding to a white level of an input signal. The white-side reference voltage is controlled by the reference voltage control circuit  1  in this embodiment.  
         [0105]     The DAC  2  converts the digital image input signals R_in, G_in, and B_in to the analog image output signals R_out, G_out, and B_out based on the input/output characteristic defined by the black-side reference voltage RefB and the white-side reference voltage RefW′. The analog image output signals R_out, G_out, and B_out are supplied to the organic EL display  114 . These analog image output signals R_out, G_out, and B_out correspond to the display signal Data (Vin) shown in  FIG. 9 .  
         [0106]     The reference voltage control circuit  1  comprises a reference voltage adjusting circuit  11  and a plurality of DACs  221  to  226 .  
         [0107]     The reference voltage adjusting circuit  11  generates adjusted white-side reference voltages R_RefW′, G_RefW′, and B_RefW′ for each R, G, and B, based on the black-side reference voltages R_RefB, G_RefB, and B_RefB set for each R, G, and B beforehand, and the white-side reference voltages R_RefW, G_RefW, and B_RefW set for each R, G, and B beforehand, and the gain supplied by the MPU  109 .  
         [0108]     Each basic black-side reference voltage R_RefB, G_RefB, B_RefB and each basic white-side reference voltage R_RefW, G_RefW, B_RefW are supplied as digital signals.  
         [0109]     The reference voltage adjusting circuit  11  includes the reference voltage adjusting circuit for each R, G, and B. Here, the reference voltage adjusting circuit for R is explained because structure of reference voltage adjusting circuit for each R, G, and B are the same.  
         [0110]      FIG. 13  shows the reference voltage adjusting circuit for R.  
         [0111]     This reference voltage adjusting circuit comprises a subtracter  231 , a multiplier  232 , and a subtracter  233 .  
         [0112]     The subtracter  231  calculates a difference between the basic black-side reference voltage R_RefB and the basic white-side reference voltage R_RefW (R_RefB−R_RefW). The multiplier  232  multiplies the output of the subtracter  231  (R_RefB−R_RefW) by the gain. The subtracter  233  calculates the adjusted white-side reference voltage R_RefW′ by subtracting the output of the multiplier  232  (gain*(R_RefB−R_RefW)) from the basic black-side reference voltage R_RefB.  
         [0113]     If the gain is 1.00, the adjusted white-side reference voltage R_RefW′ is equal to the basic white-side reference voltage R_RefW (RefW shown in  FIG. 10 ). The smaller the gain becomes, the larger the adjusted white-side reference voltage R_RefW′ becomes, and approaches the basic black-side reference voltage R_RefB (RefB shown in  FIG. 10 ). That is, the smaller the gain becomes, the lower the emitting luminance (driving current) of the organic EL element corresponding to the white level of the input signal becomes.  
         [0114]     Each black-side reference voltage R_RefB, G_RefB, B_RefB is converted to the analog signal by the DACs  221 ,  222 , and  223 , respectively, and supplied to the DAC  2 . Each adjusted white-side reference voltage R_RefW′, G_RefW′, B_RefW′ is converted to the analog signal by the DACs  224 ,  225 ,  226 , respectively, and supplied to the DAC  2 .  
         [0115]      FIG. 14  shows a input/output characteristic of the DAC  2 .  
         [0116]     In  FIG. 14 , RefW′  1  shows the white-side reference voltage (=basic white-side reference voltage RefW) supplied to the DAC  2  when the gain is large (gain=1). RefW′  3  shows the white-side reference voltage supplied to the DAC  2  when the gain is small. RefW′  2  shows the white-side reference voltage supplied to the DAC  2  when the gain is middle.  
         [0117]     When the white-side reference voltage supplied to the DAC  2  is RefW′  1 , the input/output characteristic of the DAC  2  is the characteristic shown by the straight line L 1 . In this case, if the input signals changing from the black level to the white level are inputted to the DAC  2  periodically, the output wave shown by the curve S 1  is obtained. Accordingly, the total luminance becomes high.  
         [0118]     When the white-side reference voltage supplied to the DAC  2  is RefW′  3 , the input/output characteristic of the DAC  2  is the characteristic shown by the straight line L 3 . In this case, if the input signals changing from the black level to the white level are inputted to the DAC  2  periodically, the output wave shown by the curve S 3  is obtained. Accordingly, the total luminance becomes low.  
         [0119]     When the white-side reference voltage supplied to the DAC  2  is RefW′  2 , the input/output characteristic of the DAC  2  is the characteristic shown by the straight line L 2 . In this case, if the input signals changing from the black level to the white level are inputted to the DAC  2  periodically, the output wave shown by the curve S 2  is obtained. Accordingly, the total luminance becomes middle of the total luminance in the case where the white-side reference voltage supplied to the DAC  2  is RefW′  1  and the total luminance in the case where the white-side reference voltage is RefW′  3 .  
         [0120]     That is, the total luminance is controlled by controlling the gain given to the total luminance control circuit  200  according to the kind of the content displayed on the organic EL display  114 .  
         [0121]     [Effect of the Sixth Embodiment] 
         [0122]     According to the sixth embodiment, generation of the phosphor burn-in phenomenon can be prevented in the cellular phone comprising the organic EL display and the degradation of performance of the organic EL element can be reduced.  
         [0123]     Although the present invention has been described by way of exemplary embodiments, it should be understood that many changes and substitutions may be made by those skilled in the art without departing from the spirit and the scope of the present invention which is defined only by the appended claims.