A display method for displaying an image in a video signal on a per frame basis, and representing a tone level of luminance of the image by controlling a light emission period in a frame, the light emission period being a period in which light emission is performed, the display method comprising: - in case there is, out of one or more light emission periods in which light emission is performed for displaying the image included in the video signal, only one light emission period in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal: specifying the one light emission period as a specified light emission period, and transmitting the signal unit included in the visible light communication signal by luminance changing in the specified light emission period; and - in case there are, out a plurality of light emission periods in which light emission is performed for displaying the image included in the video signal, plural light emission periods in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal: specifying, as a specified light emission period, a light emission period in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal; and transmitting the signal unit included in the visible light communication signal by luminance changing in the specified light emission period. - in case there is, out of one or more light emission periods in which light emission is performed for displaying the image included in the video signal, only one light emission period in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal: specifying the one light emission period as a specified light emission period, and transmitting the signal unit included in the visible light communication signal by luminance changing in the specified light emission period; and specifying the one light emission period as a specified light emission period, and transmitting the signal unit included in the visible light communication signal by luminance changing in the specified light emission period; and - in case there are, out a plurality of light emission periods in which light emission is performed for displaying the image included in the video signal, plural light emission periods in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal: specifying, as a specified light emission period, a light emission period in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal; and transmitting the signal unit included in the visible light communication signal by luminance changing in the specified light emission period. specifying, as a specified light emission period, a light emission period in which light emission is performed for greater than or equal to a time required for transmitting a signal unit included in a visible light communication signal; and transmitting the signal unit included in the visible light communication signal by luminance changing in the specified light emission period.