A display apparatus and method of controlling the same are disclosed, the display apparatus including: a display unit; an image processor configured to process an image and display the processed image on the display unit; and a controller configured to control the image processor to adjust a brightness of an inattentive area of the image displayed on the display unit depending on whether a user is able to recognize a corresponding brightness change, determined based on image information, such that the controller controls the image processor to adjust the brightness of the inattentive area if the controller determines, based on the image information, that the user is not able to recognize the corresponding brightness change.