Patent ID: 8174474

Claim:
A liquid crystal display apparatus in which a voltage having a positive polarity and a voltage having a negative polarity are alternately applied to a pixel between a counter electrode and a pixel electrode, comprising: an effective voltage control section that controls effective voltages for an identical tone so that an effective voltage having the positive polarity and an effective voltage having the negative polarity have asymmetrical values to be applied to the pixel, the effective voltage control section controls the voltage to be applied to the pixel to (i) have the largest asymmetry for the lowest tone; (ii) the asymmetry is reduced toward a second effective voltage higher than the lowest tone; (iii) an axis of asymmetry is shifted toward the opposite polarity for a fourth effective voltage higher than the second effective voltage; (iv) and then the asymmetry is reduced toward higher voltages, wherein the effective voltage control section shifts a counter electrode voltage or a source voltage by 0.3 V or more from a voltage causing the effective voltages in the positive and the negative polarity to be symmetrically applied to the pixel.