A liquid crystal display (LCD) apparatus that has increased contrast in displayed images, from the viewing side includes; a first external linear polarizer layer having a transmission axis aligned along in a first direction, a color filter substrate layer. A patterned color filter layer including individual color filters, a guest-host in-cell polarizer alignment layer an in-cell guest-host polarizer layer having a transmission axis aligned along the first direction, a first liquid crystal (LC) alignment layer, an LC layer, a second LC alignment layer, a first electrode layer, a thin film transistor (TFT) substrate layer, a second external polarizer layer having a transmission axis aligned along a second direction perpendicular to the first direction, and a backlight unit configured for illuminating the LCD apparatus.