A liquid crystal display device of low power consumption which exhibits high image quality is realized. To each liquid-crystal-side pixel region of one substrate out of respective substrates which are arranged while sandwiching liquid crystal therebetween, a first switching element and a second switching element which are operated in response to a scanning signal from a gate signal line, a pixel electrode to which a video signal is supplied from the drain signal line through the first switching element, and a counter electrode to which a reference voltage signal is supplied from a reference voltage signal line through the second switching element, and the pixel electrode and the counter electrode are respectively formed of strip-like transparent conductive layers and are substantially alternately arranged in the inside of the pixel region.