A display apparatus includes: a display configured to be bendable; a signal processor configured to process an image signal to display an image on the display; a detector configured to detect a bending state of the display; a camera configured to detect a sightline of a user; and a controller configured to control the signal processor to adjust a displayed state of the image for at least one of a first area and a second area in an entire display area of the display in response to on the detected bending state of the display being detected by the detector, wherein the first area corresponds to the detected sightline of the user detected by the camera, and wherein the second area is a different area from the first area.