As a method of driving a liquid crystal display device, the average voltage of reference line drive voltages Vcom for AC-driving a liquid crystal is set higher than the average voltage of signal line drive voltage V0. Moreover, when displaying a plurality of gray scales, the respective voltages are set so that the average voltage of the signal line drive voltages is lowered with a decrease in a voltage difference to be applied to the liquid crystal as an absolute value. In a liquid crystal display device of an opposing signal line structure, a high-quality image display is achieved by compensating for the non-symmetry of the transmissivity of the liquid crystal with respect to positive and negative drive voltages to prevent flickering and image persistence.