This invention is directed to a liquid crystal display apparatus which includes a liquid crystal display element, and a driving device for driving the display element by simple matrix driving. The display element includes a liquid crystal layer exhibiting a cholesteric phase, and has scanning electrodes and signal electrodes. The driving device is configured such that a driving voltage of single polarity including a selection signal voltage is applied to the scanning electrodes in each frame, and the polarity of the driving voltage is reversed in every frame. The selection signal voltage is successively applied to each scanning electrode in a scanning period set for the scanning electrode, while a rewriting signal voltage corresponding to each scanning electrode in the selected state is applied to each signal electrode. An application period of the selection signal voltage to the scanning electrode is ½ the scanning period.