A discharge lamp device wherein discharging zone within a tubular discharge lamp is caused to exist as selectively biased with respect to the axis of the lamp to render the light distributing characteristic non-uniform in the circumferential direction of the lamp and, utilizing such biased discharging zone, a light of selective color or color tone dependent on a color or color tone determining material disposed along the biased zone is provided. The discharging zone biasing is realized specifically preferably by an electromagnetic means.