A projector (image display apparatus) having enhanced visual mute or A/V mute functions includes a light modulation element for displaying an image, a lamp for illuminating the light modulation element, and a fan for cooling the lamp; the image display apparatus further includes a visual mute means for setting a visual mute mode in which no image or a predetermined image is displayed on a display screen thereof, and a lamp output luminance adjusting means for adjusting the output luminance of the lamp in response to the setting and canceling of the visual mute mode by the visual mute means.