A liquid crystal display apparatus comprising: a timing controller configured to generate output image data (DAT) based on input image data (IDAT); a gamma reference voltage generator configured to generate a gamma reference voltage (VG); a data driver configured to generate a plurality of first data voltages and a plurality of second data voltages based on the output image data (DAT) and the gamma reference voltage (VG) having information associated with at least two gamma curves; and a liquid crystal display panel including a plurality of pixels (PX), the display panel configured to display an output image based on the output image data (DAT), wherein each output image (FS1, FS2) includes two frame images, the first image having first grayscales and being displayed on the display panel during a first frame (F1, F1', F3, F3'), the second image having second grayscales different from the first grayscales and being displayed on the display panel during the duration of a second frame (F2, F2', F4, F4'), wherein the data driver is configured to apply voltages during the duration of the first frame (F1, F1', F3, F3') that are generated based on a first gamma curve (GH), and is configured to apply voltages during the duration of the second frame (F2, F2', F4, F4') that are generated based on a second gamma curve (GL) different from the first gamma curve (GH), and characterised in that H the duration of the second frame (F2, F2', F4, F4') is set to be the same as the reference falling time, wherein the reference falling time is associated with a characteristic of the LC response and indicates a minimum duration for performing the falling response, and wherein the duration of the first frame (F1, F1', F3, F3') is determined by subtracting the duration of the second frame (F2, F2', F4, F4') from the duration of the output image (FS1, FS2). a timing controller configured to generate output image data (DAT) based on input image data (IDAT); a gamma reference voltage generator configured to generate a gamma reference voltage (VG); a data driver configured to generate a plurality of first data voltages and a plurality of second data voltages based on the output image data (DAT) and the gamma reference voltage (VG) having information associated with at least two gamma curves; and a liquid crystal display panel including a plurality of pixels (PX), the display panel configured to display an output image based on the output image data (DAT), wherein each output image (FS1, FS2) includes two frame images, the first image having first grayscales and being displayed on the display panel during a first frame (F1, F1', F3, F3'), the second image having second grayscales different from the first grayscales and being displayed on the display panel during the duration of a second frame (F2, F2', F4, F4'), wherein the data driver is configured to apply voltages during the duration of the first frame (F1, F1', F3, F3') that are generated based on a first gamma curve (GH), and is configured to apply voltages during the duration of the second frame (F2, F2', F4, F4') that are generated based on a second gamma curve (GL) different from the first gamma curve (GH), and characterised in that H the duration of the second frame (F2, F2', F4, F4') is set to be the same as the reference falling time, wherein the reference falling time is associated with a characteristic of the LC response and indicates a minimum duration for performing the falling response, and wherein the duration of the first frame (F1, F1', F3, F3') is determined by subtracting the duration of the second frame (F2, F2', F4, F4') from the duration of the output image (FS1, FS2). <EOS>