According to an aspect, a display apparatus includes: an image display panel including a plurality of pixels and displaying an image; and a signal processor generating a second signal by multiplying signal values for a plurality of sub-pixels making up each of the plurality of pixels by a gain, the signal values being included in a first signal that is an input signal of the image. The the signal processor calculates a luminance of each of the plurality of pixels based on the signal values of the sub-pixels included in the respective pixels. The signal processor increases the gain by which the signal values of the sub-pixels of the pixel having a luminance greater than a first luminance threshold are multiplied, in accordance with the luminance of the corresponding pixel.