A liquid crystal display apparatus includes a light source for emitting light having high directivity; a reflecting plate for reflecting the light emitted by the light source; a liquid crystal layer that the light reflected by the reflecting plate penetrates; a position detector for detecting a position of eyes of a user viewing a display image on the liquid crystal layer to generate position information regarding the position of eyes; a reflection angle controller for controlling a rotation angle of the reflecting plate based on the position information; and a light emission controller for controlling light intensity and a light-emitting angle of the light source according to the rotation angle of the reflecting plate. This configuration enables to effectively radiate the light emitted by the light source toward the eyes of the user.