A display apparatus comprising a heat-sensitive medium of an endless, broad-width belt-like shape having a hysteresis effect between the temperature and color, driving means for rotating and transferring said heat-sensitive display medium, a first heating member comrpising a plurality of heating elements aligned in the lateral direction of the heat-sensitive display medium, a plane transparent panel heater located on the back of the display surface contiguously to the heat-sensitive display medium, lighting means disposed on the back of the transparent heat-insulating member to illuminate the display surface, a color filter disposed in front of the display surface, and cooling means for cooling the heat-sensitive display medium after display, and a second heating member disposed in the passage of the heat-sensitive display medium between the transparent panel heater and the cooling means, the entire heat-sensitive medium being uniformly discolored by said second heating member to erase said information recorded on the heat-sensitive display medium.