Semi-transmissive liquid crystal display device

A semi-transmissive liquid crystal display device comprising:

• a liquid crystal layer;
• a first substrate;
• a second substrate facing said first substrate via said liquid crystal layer sandwiched between said first substrate and said second substrate;
• a plurality of unit pixels arranged in a form of a matrix array, said unit pixels each including a transmissive region and a reflective region, said transmissive region and said reflective region each having a pixel electrode;
• a plurality of first scanning lines each connected to a first switching element formed in said transmissive region making up said unit pixel aligned in an odd-numbered column, and to a first switching element formed in said reflective region making up said unit pixel aligned in an even-numbered column;
• a plurality of second scanning lines each connected to a second switching element formed in said transmissive region making up said unit pixel aligned in the even-numbered column, and to a second switching element formed in said reflective region making up said unit pixel aligned in the odd-numbered column;
• and
• a common electrode to which a common signal is applied,
• wherein a first period of time during which a first scanning signal applied to said first scanning line is selected, and a second period of time during which a second scanning signal applied to said second scanning lines is selected are set within one horizontal period;
• and
• wherein the first period of time for the first scanning signal applied to said first scanning line is set to a time before an electrical potential of said common signal changes and the second period of time for the second scanning signal applied to said second scanning line is set to a time after an electrical potential of said common signal changes, or
• the second period of time for the second scanning signal applied to said second scanning line is set to a time before an electrical potential of said common signal changes and the first period of time for the first scanning signal applied to said first scanning line is set to a time after an electrical potential of said common signal changes.