A liquid crystal display apparatus includes a first polarizing plate, a liquid crystal display cell, a second polarizing plate, a switching cell, a first reflective polarizing plate, and a surface light source, which are arranged in this order. The apparatus further includes a control driving unit to switch the switching cell between a first and second state. In the first state, plane of polarization of polarized light emitted by the surface light source and transmitted through the first reflective polarizing plate and the switching cell is coincident with a transmissive axis of the second polarizing plate. In the second state, a plane of polarization of the polarized light input to the liquid crystal display cell from the side of the first polarizing plate and transmitted through the second polarizing plate and the switching cell is coincident with a reflective axis of the first reflective polarizing plate.