A voltage corresponding to desired image data is applied to a ferroelectric liquid crystal having a spontaneous polarization at a predetermined cycle to rewrite the displayed image (period A), and then, all voltages applied to the ferroelectric liquid crystal are removed (timing C) to retain the displayed image before the removal (period B). A gate selection period (voltage application period to the ferroelectric liquid crystal) t2 before stopping the voltage application is set longer than a gate selection period (voltage application period to the ferroelectric liquid crystal) t1 in the normal display. Increasing the voltage application period to the ferroelectric liquid crystal provides a sufficient response of the liquid crystal during the gate selection period, thereby realizing high memory ability.