In the reflex type LCD display unit, there occur blurry irregular after-images on the display screen especially when the power is turned off, which detracts from the perception of quality of the LCD display. The LCD display unit of the invention incorporates a power operation timing controller that controls the power supply to the elements of the LCD display unit and the video signal output at specific timings. When the power is turned off, the power operation timing controller makes a video setting unit switch a video switch so as to select a black image display signal to display a black image on the screen. Next, the power operation timing controller causes a hold circuit to hold this black image display signal through a video-fixing signal output unit; causes a gate voltage control unit to turn off the gate voltage; after a specific time, causes a common electrode control unit to turn common electrodes off; and further after a specific time, causes a source voltage control unit to turn off the source voltage and the supply voltage to the hold circuit. When the power is turned on, after a specific time after the LCD power being turned on, the power operation timing controller permits the hold circuit to output the video signal that has been held by the hold circuit.