A liquid crystal display apparatus having scanning electrodes, data electrodes, and ferroelectric liquid crystal material placed between the scanning electrodes and the data electrodes. Scanning signals are applied sequentially to the scanning electrodes to select a scanning electrode. Data signals are applied in synchronization with the scanning signals to place a voltage at the intersection of the data electrode and the selected scanning electrode which will place the ferroelectric material at the intersection into the desired optical state. The scanning signals and the data signals are such that pixels located at the intersection of the non selected scanning electrodes and data electrodes receive an AC voltage superimposed onto a DC voltage. Pixels on selected scanning electrodes may also receive the AC voltage superimposed onto the DC voltage. The DC voltage has its polarity inverted with every vertical scanning period.