The present invention relates to a display apparatus and a method, a storage medium, and a program which cause a so-called ''hold-type display apparatus'' to display an image that makes it difficult for motion blur and jerkiness to be perceived at a lower frame rate. Display of individual pixels of a screen on an LCD 12 is held in each period of a frame. A display controller 11 controls the display of the LCD 12 so as to time-sequentially increase or time-sequentially reduce the brightness of the screen in each period of a frame. The present invention is applicable to a display apparatus.