In an image display apparatus which displays a picture by inverting the drive polarity for each sub-frame, when the pictures of adjacent sub-frames are different from each other, image data is generated to prevent accumulation of electrical charges in each display element. For this purpose, the first and second sub-frames are generated from a frame of interest of a moving picture. The difference between the pictures of the first and the second sub-frames is detected. A correction value is calculated by subtracting from the difference a cumulative value multiplied by a predetermined coefficient. A value obtained by subtracting the correction value from the difference is accumulated as the cumulative value. The pictures of the first and second sub-frames are corrected by the correction value.