Display device for reducing power consumption, and method for controlling same

A display device, comprising:

• a display;
• and
• at least one processor connected to the display and configured to control the display device,
• wherein the at least one processor is configured to:
• identify an input image as a plurality of areas,
• identify a type of each of the plurality of areas by identifying at least one of the plurality of areas as a focus area and by identifying other areas of the plurality of areas as a background area,
• obtain a global tone mapping curve for the input image based on a pixel level reduction amount corresponding to a target power consumption reduction amount,
• allocate a power consumption reduction amount to each of the plurality of areas based on the type of each of the plurality of areas,
• obtain a local tone mapping curve for each of the plurality of areas based on the power consumption reduction amount allocated to each of the plurality of areas, and
• perform image processing on each of the plurality of areas using the global tone mapping curve and the local tone mapping curve such that image processing performed on the plurality of areas identified as the focus area is different from image processing performed on the plurality of areas identified as the background area.