A liquid crystal display device includes a reflective display part and a transmissive display part in each of a plurality of matrix-arrayed pixels. The liquid crystal display device includes a liquid crystal display panel which is configured such that a liquid crystal layer is held between a pair of substrates and gradation display is performed in accordance with a pixel voltage which is applied to the liquid crystal layer of each pixel, a backlight which illuminates the liquid crystal display panel, a sensor unit which detects brightness of ambient light, and a voltage setting unit which sets the pixel voltage relative to each of input gradation levels, on the basis of the brightness that is detected by the sensor unit.