To keep down deterioration in picture quality caused by an AC driving method to enable image display with high quality to be achieved. In the invention, each of the pixels in a first frame just after the phase inversion for a predetermined starting time period is driven so that each of the pixels would be in a driving state of the polarity opposite to the polarity in the driving state in a last frame before the phase inversion, and then, each of the pixels is driven so that each of the pixels would be in a driving state of the polarity same as the polarity in the driving state in a last frame before the phase inversion when the driving circuit changes a driving state of each of the pixels from a positive polarity to a negative polarity or from the negative polarity to the positive polarity in every m (m≧1) frame and inverses a phase of the driving state of each of the pixels in every N (N≧m) frame wherein it is assumed that an image voltage having a potential higher than an opposite voltage applied to the opposite electrode is applied to the pixel electrode in a driving state of the positive polarity and that an image voltage having a potential lower than the opposite voltage applied to the opposite electrode is applied to the pixel electrode in a driving state of the negative polarity.