The present invention provides an image display apparatus capable of reducing a hold blur in accordance with circumstances. A black inserting process for inserting a black display area into a display screen in a liquid crystal display panel 2 according to at least one of substance of a video signal in an original frame and brightness of viewing environment for user is performed. Concretely, for example, when a video signal in the original frame is a cinema signal (film signal), the black inserting process of inserting a black display area into the display screen in the liquid crystal display panel 2 is performed. More concretely, for example, a backlight driving unit 71 performs switching drive between turn-on and turn-off of a backlight 72 so that the black inserting process is performed on the display screen in the liquid crystal display panel 2.