[Object][Solving Means] An image display apparatus includes: an image display section in which a first sub-pixel for displaying a first primary color, a second sub-pixel for displaying a second primary color, a third sub-pixel for displaying a third primary color, and a fourth sub-pixel for displaying a fourth color are arranged in a 2D matrix; and a signal generation section configured to generate a signal for driving the image display section based on a first input image signal for displaying the first primary color, a second input image signal for displaying the second primary color, and a third input image signal for displaying the third primary color, that are supplied in correspondence with pixels of an image to be displayed, in which the signal generation section carries out, when the first input image signal, the second input image signal, and the third input image signal corresponding to the pixels are signals for performing display exceeding a reproduction range of colors displayable in the image display section, processing of decreasing chroma with respect to the first input image signal, the second input image signal, and the third input image signal, and generates signals for driving the first sub-pixel, the second sub-pixel, the third sub-pixel, and the fourth sub-pixel based on those signals.