A display apparatus and a method for adjusting a 3D effect of the display apparatus are disclosed. The display apparatus includes: a display unit; a receiver which receives a three-dimensional (3D) video signal including a left-eye video signal and a right-eye video signal; a disparity information calculator which calculates disparity information; a depth information calculator which calculates first depth information of the 3D video signal and photographing information of a 3D image photographing device; a 3D image converter which generates a first depth map and displays the first depth map; and a user interface (UI) generator which generates and displays a menu button for adjusting the first depth information, the 3D image converter generating a second depth map in response to a user's selection input through the menu button, and displaying the second depth.