A liquid crystal display apparatus includes a sensing unit (108) for sensing a value of parameter as a fluctuation factor of inverse transition generation condition, a calculation unit (106) for deciding at least one of a high voltage application time ratio for one frame period, the high voltage being applied to liquid crystal panel so as to prevent inverse transition, the high voltage value, and application voltage corresponding to white display, and a controller (104) for alternately outputting a video signal and a non-video signal for applying the high voltage and driving the liquid crystal panel under a condition according to the decision result of the calculation unit. Thus, it is possible to always display optimal video not depending on fluctuation of the inverse transition generation condition.