In a optically compensated bend (OCB) liquid crystal display, an impulsive voltage is applied to a pixel between applications of normal data voltages for displaying an image, and the impulsive voltage and the normal data voltage are controlled to prevent breaking of the bending alignment of the (OCB) liquid crystals. Accordingly, luminance of the liquid crystal display can be improved.When the normal data voltage of 0V is applied, the impulsive voltage at which the bending alignment of OCB liquid crystal is broken is set to the impulsive voltage at (for, corresponding to) the highest gray. There occurs a broken region (0-VB) where the bending alignment of the OCB liquid crystal is broken at a predetermined range that is higher than 0V. A voltage that is higher than the highest voltage (VB) of the broken region is set to a white voltage. Accordingly, luminance of the OCB liquid crystal display can be enhanced.