Image display apparatus and image display method

An image display apparatus that displays an image on a display, comprising:

• a temperature measuring unit configured to measure temperatures of a plurality of display regions of the display;
• a determining unit configured to determine whether or not a temperature difference between one of the plurality of display regions and the other display regions is larger than a threshold temperature value on the basis of the temperatures measured by the temperature measuring unit, the determining unit configured to select a selection period for driving the cholesteric liquid crystal based on an average temperature of the plurality of display regions, and after selecting a selection period, configured to determine whether the threshold temperature value for each display region is being surpassed;
• a driving condition setting unit configured to set a driving condition for displaying the image on the display according to image data of the image;
• a driving condition changing unit that, in a case when the determining unit determines that the temperature difference is larger than the threshold temperature value, is configured to change the set driving condition to a driving condition different from that in a case in which the temperature difference is determined to be equal to or smaller than the threshold value;
• and
• a display driving unit that drives the display under the driving condition changed by the driving condition changing unit and displays the image on the display.