A one-frame interval is divided into a light field interval and a dark field interval. In the light field interval, the display data of high tones is displayed, while in the dark field interval, the display data of low tones is displayed. This divisional display makes it possible to pseudoly display the tones of the input display data. Then, in a case that the tones of the input display data is on the lower tone side, the display data of the dark field is set to the corresponding minimum tone with the minimum luminance, while in a case that the tone of the input display data is on the higher tone side, the display data of the light field is set to the corresponding maximum tone with the maximum luminance.