In a transmissive liquid crystal display device including a liquid crystal panel and a backlight, the liquid crystal panel has pixels each divided into four subpixels, namely red (R), green (G), blue (B), and white (W) subpixels. Further, the backlight is a white backlight whose light emission luminance is controllable. Furthermore, a color-saturation conversion section performs a color-saturation reduction process on a first input RGB input signal serving as an original input signal, and then a gamma-correction section performs a gamma-correction process on the first RGB input signal. An output signal generation section calculates transmittances and a backlight value in accordance with gamma-corrected RGB input signal obtained after the gamma-correction process has been performed by the gamma-correction section.