A display apparatus comprises: a display screen including pixels, each displaying a natural image and a pattern of a predetermined character, a sign, a graphic or a combination thereof; a pattern memory unit 102 for storing a shape, a display position, a size and a gradation of the pattern, and for storing an accumulated display time of the pattern; a characteristic memory unit 103 for storing a characteristic of luminance lowering of a light emitting element; an accumulated quantity calculating unit 104 for calculating an accumulated quantity of luminance lowering of the pixels constituting the pattern; a correction quantity calculating unit 105 for calculating a correction quantity for each of the pixels constituting the pattern, based on the accumulated quantity of luminance lowering; and an image generating unit 106 for correcting an input image based on the correction quantity, to display a corrected image on the display screen.