Patent ID: 7499012

Claim:
A liquid crystal display device comprising: at least two substrates that form a gap in which a liquid crystal material having spontaneous polarization is sealed; switching elements corresponding to respective pixels, for controlling selection/non-selection of voltage application so as to control light transmittance of the liquid crystal material; and a display control section for controlling display of an image through the switching elements, wherein the display control section controls the switching elements, so that the switching elements switch the respective pixels between an ON state and an OFF state in the following manner, in the ON state, a display voltage, which is not zero and has a first polarity, is ready to be applied to the pixel, in the ON state, a direction of the spontaneous polarization of the liquid crystal material included in the pixel swings in accordance with a magnitude of the display voltage, in the OFF state, the pixel thus switched maintains an amount of charge therein to retain the direction of the spontaneous polarization of the sealed liquid crystal material in a stable state, and in the OFF state, the amount of charge produces a transmittance of the liquid crystal material within the pixel and the transmittance is stable in the stable state.