An image display apparatus includes an image processing circuit configured to generate an image signal based on input image data such that the image signal includes a main-image frame and a sub-image frame with luminance lower than that of the main-image frame. The image processing circuit includes a conversion circuit and a memory control circuit. The conversion circuit converts frame synchronization signals of respective frames such that the main-image frame has a longer horizontal scanning period than the sub-image frame. The memory control circuit switches, in a period in which the unconverted synchronization signal and the converted synchronization signal are both in a vertical blanking period, operation modes of two frame memories between writing and reading. The image display apparatus is capable of suppressing a visible disturbance in image quality and a reduction in the total image luminance of a moving image without increasing a frame memory transfer rate.