A display apparatus comprising: a processor; a memory connected to the processor; and a display unit, wherein the processor is configured to: obtain light source information comprising an external light source and a fixed light source, wherein the light source information comprises light source position information; and control the display unit to display the content and a shadow image on the display unit based on the light source information, wherein the processor is further configured to: display a user interface representing a space in which the display apparatus is located on the display unit, wherein the light source position information comprises a position of the fixed light source that is fixed to the space and a position range of the external light source that provides light to an indoor space from an outside of the space; obtain, through the user interface, an input for selecting a position of the display apparatus in the space; obtain, through the user interface, an input for selecting the position of the fixed light source in space; obtain, through the user interface, an input for selecting the position range of the external light source; determine a position of the external light source within the obtained position range of the external light source determine a light amount of the external light source based on a current time and current weather; determine the shadow image based on the light amount and position of the external light source and a light amount and the position of the fixed light source, and the position of the display apparatus; and control the display unit to display the content and the shadow image on the display unit. a processor; a memory connected to the processor; and a display unit, wherein the processor is configured to: obtain light source information comprising an external light source and a fixed light source, wherein the light source information comprises light source position information; and control the display unit to display the content and a shadow image on the display unit based on the light source information, obtain light source information comprising an external light source and a fixed light source, wherein the light source information comprises light source position information; and control the display unit to display the content and a shadow image on the display unit based on the light source information, wherein the processor is further configured to: display a user interface representing a space in which the display apparatus is located on the display unit, wherein the light source position information comprises a position of the fixed light source that is fixed to the space and a position range of the external light source that provides light to an indoor space from an outside of the space; obtain, through the user interface, an input for selecting a position of the display apparatus in the space; obtain, through the user interface, an input for selecting the position of the fixed light source in space; obtain, through the user interface, an input for selecting the position range of the external light source; determine a position of the external light source within the obtained position range of the external light source determine a light amount of the external light source based on a current time and current weather; determine the shadow image based on the light amount and position of the external light source and a light amount and the position of the fixed light source, and the position of the display apparatus; and control the display unit to display the content and the shadow image on the display unit. display a user interface representing a space in which the display apparatus is located on the display unit, wherein the light source position information comprises a position of the fixed light source that is fixed to the space and a position range of the external light source that provides light to an indoor space from an outside of the space; obtain, through the user interface, an input for selecting a position of the display apparatus in the space; obtain, through the user interface, an input for selecting the position of the fixed light source in space; obtain, through the user interface, an input for selecting the position range of the external light source; determine a position of the external light source within the obtained position range of the external light source determine a light amount of the external light source based on a current time and current weather; determine the shadow image based on the light amount and position of the external light source and a light amount and the position of the fixed light source, and the position of the display apparatus; and control the display unit to display the content and the shadow image on the display unit.