Liquid crystal display apparatus

A liquid crystal display apparatus comprising:

• a display panel in which a plurality of liquid crystal pixels are arranged in rows and columns;
• an illumination module which illuminates the display panel;
• a display controller which controls gradation display which corresponds to an image signal in a first subframe period that is shorter than a frame period, and non-gradation display which does not correspond to the image signal in a second subframe period that is different from the first subframe period, and performs control in a manner that scanning starting from an upper end and going toward center of the display panel and scanning starting from a lower end and going toward the center of the display panel are alternately performed in scanning operation for the gradation display and the non-gradation display;
• and
• an illumination controller which controls turning on/off of the illumination module, in correspondence with periods of the gradation display and the non-gradation display.