A voltage having the positive polarity and a voltage having the negative polarity are alternately applied to a pixel between a counter electrode and a pixel electrode. A counter electrode voltage (Vcom) generating circuit or a source signal generating section is provided each of which controls effective voltages to be applied to the pixel for an identical tone so that an effective voltage having the positive polarity and an effective voltage having the negative polarity are asymmetrically applied to the pixel for all of the tones which can be displayed. The counter electrode voltage (Vcom) generating circuit or the source signal generating section shifts a counter electrode voltage Vcom-A or a source voltage by 0.3 V or more from a voltage causing the effective voltages to be symmetrically applied to the pixel.