When a driving support apparatus is under automatic driving of a vehicle or an automatic driving button is pressed under manual driving, vicinity image data is acquired from an in-vehicle camera. When a predetermined target object is recognized in the vicinity image data, a visibility reduction process is applied to image data of the recognized target object. The visibility reduction process applies at least one of defocusing; decreasing color information; and decreasing edge intensity, to the image data of the recognized target object. In contrast, any visibility reduction process is not applied to any other image data other than the image data of the recognized target object. An image display apparatus displays the vicinity image by a combination of the image data of the recognized target object of which the visibility is reduced and the other image data of which the visibility is not reduced.