According to an aspect, the liquid crystal display device includes: an expansion coefficient determining unit that determines an expansion coefficient of each of partial areas based on a signal level of the first, the second, and the third colors; a luminance level determining unit that determines a luminance level of each partial area based on the signal level; a signal processing unit that uses the expansion coefficient to expand the signal level; and a light source control unit that controls brightness of a light source based on the expansion coefficient and the luminance level. The light source can change the brightness of the partial areas individually. The light source control unit controls the light source such that the brightness of the light source in a partial area having a luminance level equal to or higher than a predetermined threshold is higher than the brightness based on the expansion coefficient.