Liquid crystal display device

A liquid crystal display device for displaying one image in one frame on a display unit thereof, comprising:

• a first image signal generating unit for acquiring an image signal for displaying the image, the image signal including a plurality of pixel drive values indicating drive voltages for a plurality of pixels of the display unit, and for generating a first image signal in which at least a part of the plurality of pixel drive values are reduced by a predetermined amount;
• a second image signal generating unit for acquiring the image signal and for generating a second image signal in which at least a part of the plurality of pixel drive values are increased by a predetermined amount;
• a display signal selection unit for selecting one of the first image signal and the second image signal for each frame as a display signal used for the displaying on the display unit;
• and
• a polarity control unit for controlling a polarity of the display signal,
• wherein, when an image based on the same image signal is displayed on the display unit for a predetermined period:
• the polarity control unit inverts the polarity of the display signal every plurality of frames in the predetermined period;
• and
• the display signal selection unit selects the first image signal as the display signal in a frame immediately before the inversion, and selects the second image signal as the display signal in a frame immediately after the inversion.