A heat generating spot cooling method for a cooling apparatus adapted to- cool a heat generating spot of an electronic device which comprises a plurality of components, the plurality of components of the electronic device being disposed side by side, including surfaces opposite to each other and parallel to a same common plane, with a spacing therebetween and having a heat generating spot on at least one of the surfaces comprising: first air cooling means adapted to feed an air stream to said heat generating spot along an orientation lying in the common plane; and second air cooling means adapted to feed an air stream to said heat generating spot along the said orientation lying in the common plane and in a different direction from the air stream by said first air cooling means, said method comprising: feeding a first air stream by said first air cooling means for said components of said electronic device in a first direction in gaps between opposing surfaces of said components; feeding a second air stream by said second air cooling means in a second direction different from the first direction in the gaps between the opposing surfaces of said components; characterized in that the method further comprises: causing said first air stream and said second air stream to collide with each other near central positions of heat generating spots on opposing surfaces of said components, thereby generating evolutional flows which perpendicularly go towards both of the opposing surfaces of said components; wherein: said electronic device comprises a liquid crystal image display, and said components include an incident-side polarizer, a liquid crystal panel, and an exit-side polarizing plate which comprise a liquid crystal unit. first air cooling means adapted to feed an air stream to said heat generating spot along an orientation lying in the common plane; and second air cooling means adapted to feed an air stream to said heat generating spot along the said orientation lying in the common plane and in a different direction from the air stream by said first air cooling means, feeding a first air stream by said first air cooling means for said components of said electronic device in a first direction in gaps between opposing surfaces of said components; feeding a second air stream by said second air cooling means in a second direction different from the first direction in the gaps between the opposing surfaces of said components; characterized in that the method further comprises: causing said first air stream and said second air stream to collide with each other near central positions of heat generating spots on opposing surfaces of said components, thereby generating evolutional flows which perpendicularly go towards both of the opposing surfaces of said components; causing said first air stream and said second air stream to collide with each other near central positions of heat generating spots on opposing surfaces of said components, thereby generating evolutional flows which perpendicularly go towards both of the opposing surfaces of said components; said electronic device comprises a liquid crystal image display, and said components include an incident-side polarizer, a liquid crystal panel, and an exit-side polarizing plate which comprise a liquid crystal unit.